By: Kriss Barlow, RN, MBA | kbarlow@barlowmccarthy.com
The amazing race is not just on TV, it’s alive and well for physician relations! Sometimes, pressure to start relationships means our true objective of developing really solid connections for referrals gets lost because we fall short on memorability and staying power.
We all understand that one visit from a physician liaison does not create a magical stream of referrals. Yet, there’s an assumption that one doctor-to-doctor visit will open the floodgates. And that begs the question: what follow-up techniques are critical to enhance the connectivity and referrals?
Here’s a typical scenario. New specialists are introduced to the referral audience through lunch and learns, practice meetings or drop-ins. The goal is that the referral source has a name and face so they’ll be ready to make a referral. While referring doctors are smart, with a multitude of specialists being introduced, once may not be enough to remember the name, specialty or sub-specialization and location when they need it most – sitting with a patient who needs a different level of care. Liaisons who reinforce those P2P introductions will help to ensure success. Here are a few reminders:
- Follow up to close, commit and create action
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- Get back to the practice for a physician conversation in a week. Do it in person if you can, by phone if the drive is prohibitive.
- Make sure you stage the follow-up during the P2P visit so you can get back in.
- Use a bio card or online profile to remind the prospective referring doctor about the specialist.
- Learn about next steps through dialogue. Ask questions to understand patients who would benefit from a referral to the specialist. Learn the doctors’ internal process to make it happen. It’s closing right?
- Recognize it may take more than one post-introductory visit to earn the relationship and gain the referral. If you can’t get clear commitment right away, have a plan to stay the course.
- If not, why not
Not every introduction results in a beautiful match. You’ve been there; the prospective referring doctor and specialist just do not hit it off because of personality, approach or care philosophy. Pay attention during the introductory meeting and make sure to address it with no judgment in your follow-up.
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- With your follow-up visit ask about fit as you remind the prospective practice and physician about the doctor, specialty, location, training and/or interests.
- Assess if there was a match. You’ll know this by what’s said and what’s left unsaid. If you sense that the specialist did not have a positive impact, manage it. Make sure you understand the disconnect and then find the right specialist on your team to assure you get the referrals. Work with your physician leader to provide counsel to the new doctor too. (I should write a blog on that topic too ????).
- Leverage momentum
When the new doctor that you introduced turns out to be the absolute right choice for a referred patient, take advantage for other specialists or offerings. Harvard Business Review said that it costs 5-25 times more to get a new client when compared to growing business from an existing client. A real bonus, as a part of the follow up, the physician liaison can continue the relationship with the referral source using momentum to position other products and services.
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- As you discuss what worked, make sure to capture their quotes. Listen to the words and their priorities.
- As you affirm the positive experience, introduce other experts who have similar styles or expertise. It’s the best way to continue earning new relationships and referrals through the cross-sell.
- Timing matters with this one, too, so use your pre-call plan to stage your conversation.
I don’t think anyone ever says, “I am not going to do good follow up.” Time and urgency just get the best of us. As pressure for demonstrating results heats up, our actions to secure the connection deserves more attention. I’d like to hear how you’re ensuring a great physician to physician visit results in success.