Navigating the referral relationships between your practice and local doctors can sometimes feel like a scene out of House of Cards. Providers change offices, hire new patient care coordinators, or create alliances with hospital groups. So, how can you even keep up? It is about prioritizing your efforts, a doctor marketing triage if you will, and keeping your eyes on the bottom line.
Once sorted into their respective groups, you will have a good sense of the 10,000 foot view of your referral relationships. Which group has the most providers? The least? Why? Ideally, you would want to have the most providers in categorized as Good and the least providers in Critical condition.
Now you can treat each group holistically and determining what marketing programs are best suited to the individual providers.
First, there are the doctors who are consistently referring to you. You have a great relationship with them and their offices/staff. Referral numbers are staying the same month to month and patients return to the doctor happy with their PT’s results.
Next, there are some practitioners are consistently referring, but you are sensing changes in the relationship.
Lastly, there may be some providers decreasing in referrals or who have stopped referring altogether.
Ideally, this is a small list of providers categorized as Serious or Critical. Analyze each doctor individually (especially if there are multiple providers in one office).
After triaging and treating your doctor marketing and referral relationships, you will be able to determine what will be most effective in communicating with local providers. Consistency is still key and will help to ensure that steady referrers keep sending patients to the clinic. Similarly, rebuild relationships with declining referrers. But, with concentrated efforts and actions, you can move many of these providers into healthy referral partners through your doctor marketing programs.
For more help with doctor marketing and navigating referrals relationships, give our practice experts a call at 1-800-594-7656.
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