Marketing to Referring Physicians
Traditional methods of healthcare marketing generally focus on website SEO, activity on social media networks, advertising, email marketing, and more. Healthcare marketing defines who you are and what your practice stands for. As a physician, marking your presence both online and within your community is a great way to generate visibility among prospective patients and become more informed about fellow physicians. Marketing to referring physicians involves taking on a whole different approach. This form of marketing entails creating a bond between you, your practice, and the potential referring physician. A referring physician acts as a medium between you and prospective patients. More specially, they help create steady patient inflow within your practice and make sure your healthcare business keeps thriving. Below are a few ways in which you can market yourself to referring physicians. After all, maintaining positive relationships with both patients and referring physicians is the key to a growing your medical practice successfully.
- Get out and mingle
Most of the time, you may be too busy running your practice and caring for your patients to spend time on social media networks. This is where establishing a connection with a referring physician can work great to your advantage. Every few months, take the time out of your daily routine, get out of your office, and visit physicians / practices within your community. Introduce yourself and your medical practice. Most important, leave your contact information such as your business card with your phone number, multiple email address, and work address. The more you get out there and socialize, the more likely it is that you will establish long-term bonds.
- Network
Finding new colleagues and fellow physicians is a form of healthcare marketing. It is essential that you reach out to existing physicians who refer you to their patients and those who you refer your patients to. Equally important, you should attend CME conferences or become part of a healthcare network where you can meet new physicians and at the same time, boost your referral network. When it comes to networking, there are several different approaches that you can take. For instance, attend fundraisers, lectures, or even hospital sponsored events. Within a private practice, it can be rather difficult to network so consider reaching out to referring physicians by talking over a cup of coffee or treating them to a meal. The efforts that you make will show them that you appreciate them and ultimately, lead them to referring their patients to you.
- Seek feedback
Don’t be afraid to ask for feedback from your network of referring physicians. Knowing what you are doing both right and wrong is a great way to learn how to become a better physician. You can hire a physician liaison to speak with physicians within your referral network or you can even send out surveys, which will be reported back to you. If you want to take a more personal approach, consider personally asking for feedback. When you have a face-to-face conversation, you will be able to build trust and best of all; the referring physician will appreciate your determination.
- Adapt to and utilize technology
Nowadays, technology has revolutionized the healthcare industry. From the application of new diagnostic tools to the innovation in healthcare delivery systems, technology has had a significant impact on both physicians and patients. As a physician, you should embrace technology and use it to your advantage. For instance, using the latest software to streamline partnership and care management is just one instance out of many in how you can boost your referral network. Referring physicians will value this and they will likely continue to send or start sending more patients your way.
- Stay in touch
Every individual values when they are appreciated and a simple “thank you” can go a long way. Express your gratitude by sending out personal, hand-written notes or invitations to physicians accepting your referrals or those who send you patient referrals. Additionally, several physicians even send out party invitations, thank you notes, Christmas cards, or gift baskets within their referral network – it’s the personal touch that matters most.
- Use a business development system
Having a system that can establish and maintain your contacts, monitor the referral process, and guard against competitors, all the while providing quality service is a must. It can help you to expand your referral network and conduct timely management reports. It might sound like a large investment but having a system that your practice can rely on and one that meets your needs will be of great benefit to you and your patients. Utilize it to the fullest.
- Make acquaintances with the referring physicians’ office staff
It is important that you do not underestimate the influence that referring physicians’ staff members have. Staff members often recommend physicians that they really like, so talk with them and get to know them better. Moreover, referring physicians’ staff members are likely to build trust and rapport among members within your practice. When you obtain a new patient or see a patient with an undesignated physician, inform your referring physician’s office. When you make it easy to work with you and your practice, you demonstrate your caring nature and you can develop solid relationships that will ultimately help grow your practice.
- Market yourself
Even if you are a leading physician in your field, you should never stop marketing yourself. You need to get comfortable with the idea of selling yourself as an experienced provider and selling your personality. Build personal websites, distribute your business card, and generate exposure among physicians within your same specialty. Nowadays, there are a number of ways to market yourself to prospective patients but it is equally important to market yourself to referring physicians. Create a comfortable environment by taking advantage of resources and building awareness with respect to your practice. If you are able to market yourself effectively, you will likely attract new referral sources.
- Establish mutually beneficial relationships
Offer to be a resource for referring physicians. In other words, offer them something that would be mutually beneficial to you and them. If they refer a patient to you, tell them what they can expect in return. Offer to sit in on staff meetings and discuss relevant topics together so that you can compensate one another in providing exceptional services to current and prospective patients. While new referral sources are the goal, make sure to establish solid relationships that will ensure an ongoing flow of patient referrals for years to come.
- Ask for referrals
Do not be afraid to be straightforward and ask for referrals from referring physicians. Let them know that you are available to see patients and educate them on your capabilities and the type of cases that you usually handle. Most important, reveal ways in which the referral channel can go both ways and it can benefit them as well. When they refer their patients to you, be responsive and attentive as soon as possible. Word-of-mouth travels fast and if their patients are satisfied, they will be too.
Referral marketing is one of the most significant aspects when it comes to marketing a physician and their medical practice. Referrals are the lifeline of any medical practice, with patients and referring physicians as your customers. The role of referring physicians is to attract new patients and to build and maintain long-lasting relationships with you and the staff members within your practice. Depending on the needs of your practice, educate referring physicians on why they should consider recommending you to their patients. While more and more patients are finding their way to physicians’ offices via the internet, gaining patient referrals from other physicians is just as important. The impact that a personal recommendation from a trust physician can have goes a long way. It can open the door to more patients and lifelong, trustworthy relationships – guaranteed.
