You might wonder what one has to do with the other. Actually, a lot.
Like dating, referral development is something some people are really good at and others cringe at the mere thought. Yet, it is essential to building a successful medical practice. At its core, referral development is about building relationships. And the best approach to that “first date” or first meeting is basically the same:
1. Be humble. This is especially important for specialists and sub-specialists marketing to primary care physicians. Dress professionally but don’t overdo it. Be down to earth and approachable.
2. Be honest. Explain why you are visiting (i.e., new to town – either you or the referring doc, new office/location, new treatment options, etc.).
3. Be interesting. No one likes a boring date. Reveal yourself a bit. Share briefly your story — why you do what you do and how you came to where you are. What keeps you motivated and excited about your work. Look for common interests and ways you can help one another.
4. Be warm and friendly. Greet everyone you meet in the office warmly. Ask and learn names. Bring a treat from a local bakery or restaurant to share with the staff.
5. Listen. Ask questions and then let the referring physician do the talking. Get to know their needs, challenges and concerns.
6. Communicate. Share your practice philosophy/approach to care and how you think you can work together.
7. Be thankful. Send a handwritten note the next day, thanking the referring physician for their time and highlighting a point or two you discussed. Provide your personal cell phone # and encourage them to call any time.
8. Be responsive. And when they do call, be accessible, available and accommodating.
In our next post we’ll take a look at the “second date” — treating that first referred patient.