How to build an effective physician referral network for sustainable growth

A vibrant physician referral network is key to a strong medical practice. Whether you are a new doctor or a seasoned physician, an effective referral base is essential. Our healthcare marketing experts can help you build one.

Begin with a plan

Before you get started developing your physician referral network, think from the referring physician’s perspective to develop a plan. What do they need from a specialist? What do they want for their patients? What makes their job easier?

Once you’ve answered these questions, determine:

• Who are you reaching?
• Who will contact potential referrers?
• What is the method for making contact?
• How will you follow up?

Get your name out

Start with those you know. If you have established relationships with primary care providers, ask them to make introductions. Do the same with other physicians with whom you have a strong rapport.

Think geographically. Patients tend to stay in one geographic area. Identify PCPs in your area, introduce yourself, and tell them you’re nearby. Our healthcare marketing experts can help you prepare materials that will make a professional first impression as you educate local providers about your services and the benefits of partnering with you to serve patients.

Watch for new doctors. Reach out to new physicians. Offer to be a resource, make introductions, and prove yourself to be a good referral partner. Follow up and check in on them periodically.

Network in the community. Seek out professional associations, hospital meetings or health system events to connect with potential referral sources.

Communication is key to maintaining your physician referral network

Referrals are a two-way process.

Once a referral is made, communicate to the referring physician about any testing to be done prior to your clinic visit. This streamlines the process for you and the patient, and makes the referring doctor look proactive.

Make yourself available to referral sources. Take their calls or call back at the earliest opportunity. Give referrers your cell phone number for urgent questions.

Once a referred patient has been seen, communicate the evaluation results and treatment plan with the referring doctor. Make the tone of the communication collaborative. Treat the referral source as a partner in patient care, not just a way to build your practice.

Prep your practice team

Generating referrals isn’t beneficial if your team is unprepared to respond effectively. Clearly defined roles and training will ensure that your team members handle referrals professionally. Set guidelines and timelines for both traditional referral sources and e-referrals.

Include your website

A strong online presence is important for potential referring doctors and patients to “check you out.” Your website should reinforce your brand, establish you and your practice as experts, and provide an easy-to-use new-patient process. This is one area in which partnering with skilled healthcare marketing experts can make all the difference.

Keep your referral base running

Nurture established relationships. Create an ongoing schedule for contacting your physician referral network. Share relevant new information about your specialty, thank them for the referrals, or ask them for feedback.

Track referrals for trends. If you notice referrals from one physician have dropped off, reach out to the referrer to reestablish the connection. For new or frequent referrers, take the opportunity to thank them.

This is just the beginning of growing your referral base. The team at Catalyst Healthcare Marketing has the expertise to develop a marketing program specific to your physicians, specialty and market.

Contact Catalyst to discuss how to grow your physician referral network with marketing opportunities that will fuel practice growth.