Right tools and people for referral marketing

These are the people and the tools you need to build long lasting physician referral relationships. It takes time and investment. Do it now to reap rewards in the long run.

Categorized as Marketing Tagged

Let’s talk about territory – if you’ve ever run a sales or marketing team before, you know you have laser focus on your territory and the quirks of each territory.

Take upper west manhattan for example. It’s primarily a “Spanish” neighborhood .. and a Dominican or a Hispanic liaison is going to be most effective here.

Or, e.g. consider the Jamaica or Jackson Heights neighborhood – it’s heavy on “Bangladeshi”. A Bengali speaking physician liaison is going to be more effective here.

Divide your target accounts into territories and try not to have overlapping territories and accounts.

It only leads to headaches with commissions and account ownerships.

You can choose to have territories defined based on geography or based on specialities or based on specific lines of businesses you want to promote – that’s really something you need to figure out based on what makes most sense to your practice.

In general, it’s always best if you do not have multiple reps reaching out to the same practice with mixed messaging.

It’s always best if you have a rep manage a relationship with a referring partner.

In general, I always advocate hunters to be hunters and for farmers to be farmers.

Keep it that way.

Account level information your physician referrals team needs

You’re going to have to clearly define a list of accounts in your territory and enhance each account with account level information so that your reps can be most effective when they are knocking on doors.

I recommend that your territory have a list of all practices, their specialties, their locations (and if a practice has multiple locations, all locations should be handled by a single rep), a clear indication of this association of multiple locations to the same practice.

You will need a well defined list of contacts within your accounts – i.e which physicians practice at the account, front desk person(s) name(s) (if possible), referral coordinator’s name (if possible), how many times your reps have visited the practice etc.

On top of this, try to provide account level information that tells your reps more about the practice, the kind of plans they accept, the kind of procedures they do, the number of medicare/medicaid patients they see etc.

Gathering this kind of data does get expensive but is well worth it.

In addition to this, you are going to need to provide a well defined list of contact information for your accounts (fax, phone numbers are a must have, websites are a nice to have).

Over time, you will notice that your reps are gathering deeper information about each account.

How many times a doctor visits the offices, which days or times they come in, new contacts in a practice, who seems to be a champion in that referring practice for your own practice, who can guide them within your referring partner practice etc.

These are the people and the tools you need to build long lasting physician referral relationships. It takes time and investment. Do it now to reap rewards in the long run.