Many of the healthcare specialists i work with acquire the majority of their patients from professional medical referrals. For example, Cardiologists and Orthopedics typically get the vast majority of their patients referred as a result of Internists and Primary Care Physicians. Oncologists receive the majority of their patients from OB/GYN’s together with Urologists. Dental specialists, which include Endodontists and Periodontists, acquire referrals from General Dental consultants. Many specialists focus their marketing efforts on the referral sources, not on the patient, because it’s much more cost-effective.
Some specialties could profit by marketing more consistently to experts instead of directly to the patient. Too many ob gyn huntsville al spend excessively on hearing aid advertising right after they could influence physicians to help refer hearing impaired patients to their practice for hearing evaluations that could lead to hearing aid sales.
How do you build your referral sources to extend referrals? It’s not as simple as taking considered one of your fellow doctors out to lunch and expecting them to refer their patients to you. This PROCESS includes a few critical steps just to be successful.
Step #1 is creating and owning a database of your current referral sources, as well as potential referral sources. You’ll ought to determine who to target and prioritize the most effective prospects on this list. You’ll also need to track the final results of all your attempts.
Step #2 – Save your name and your brand inside minds of both your current and potential referral sources by marketing to them on a regular basis. This includes direct mail, newsletters, email (if that’s an unique source’s preferred method associated with communication), and above all, an outreach program that will utilizes a practice rep or “practice liaison”, who will personally talk with the doctors and staff of these practices on your behalf, in order to establish credibility and build trust.
The practice rep can be a critical part of this technique. Occasionally, the practice user may serve this function. However, for most established practices, this isn’t the best use of your time. An existing staff member could serve as your rep on the part-time basis.
The 3rd critical step is a commitment to doing the following consistently. Initially, it may remember to get results. Also, a common mistake many practices make once they market to referral sources is they do it for quite a while, get good results, and they stop and eventually their referrals decline.
Healthcare professionals refer their own patients to other professionals they know and trust. Their reputation is on the line. To gain their rely on, it may take time to reinforce why it’s within their patients’ best interests in the future to you. Stick along with the process ob gyn huntsville al to improve your results.
If you need help increasing medical referrals to your practice, contact me for assistance. If you’re an Audiologist and would like more detailed information with medical referral marketing within the hearing healthcare industry, read my recent posting in Audiology Online termed “The Medical Referral Marketing Process – The alternative to Advertising”.
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