How to market to referring providers via physician liaisons

Most practices that I have worked with, make the mistake of having physician liaisons do too much. Don’t make that mistake. Stay focused.

Categorized as Marketing Tagged

Physician referrals are a gold mine – we all know that. There are very few industries outside of healthcare where referral networks can work so well and can be so effective in business growth.

Over time, I have noticed that the practices that grow rapidly are the ones that take physician referral networking and physician referral partnerships very seriously.

It actually is very easy to do so if you master the individual components of this growth strategy.

The things to look at:

  • Marketing to physician offices near your office/practice locations
  • Following up with physician offices and reminding them of your services regularly
  • Taking care of patients referred by your referring physician partner by seeing them asap, treating them well and ensuring that the patients are happy
  • Keeping your referring physician partner office(s) in the loop constantly about the referral they sent over
  • Closing the loop with your referring physician partner by sending out consult/visit notes ASAP and transitioning care back to your partner
  • Touching base with your referring physician partners regularly to ensure satisfaction, addressing any issues they might have, keeping them abreast of the latest about your practice and the co-managed patients.

How I have seen it being done

Most practices that I have worked with, make the mistake of having physician liaisons do the following:

  • Market to referring physicians with/without giving them the proper tools to do their jobs
  • Follow up with physicians to make sure they send referrals
  • Follow up with the practice management staff to find out whether the referring physician sent any patients or not
  • Follow up with the referring physician practices to update them about the referred patients’ appointment status
  • Follow up with the practice management staff to find out if the consult / visit notes are ready or not
  • Follow up with the referring physician practice to drop off consult notes
  • Find out issues from referring physician practices and relay them back to the practice management staff internally
  • Follow up with referring partner practices on whether issues have been addressed or not

This is too much for physician liaisons to handle.

They simply cannot be effective if they are handling hunting, farming, customer satisfaction, practice management staff coordination etc.

How I feel it should be done

I have always had success with teams that are laser focused on a singular task. This allows me to hire, train, set proper KPIs, MBOs for, measure, learn, fine-tune better.

That’s at least, my approach to running a physician management services business.