1. Develop a referral physician newsletter.
Keep it brief and informative. Include information on new services/procedures/treatments, breakthrough research in your field, participation in clinical trials, etc. This can be in print and/or electronic. Either way, post an archive of all issues on your Web site.
2. Share case studies.
Once again, keep them short and to the point. Showcase in simple, medical terms how you successfully addressed a complex patient problem. Be sure to include these on your Web site as well.
3. Do you have a physician or medical publication in your community? Contribute.
They are always looking for breaking medical news in the community. Get to know the editor and suggest timely topics in your field. Often, they will interview you or sometimes even allow you to write a story or column.
4. Advertise strategically.
Be sure your brand is creatively, effectively and professionally positioned in key publications that reach your referring physicians. These can be medical magazines, online news sources or even a high-end community publication that reaches the neighborhood(s) where your referring physicians live.