kareo - 3 ways to cultivate rapid growth through referrals
DESCRIPTION
Referrals are the lifeblood of any practice. Securing patient, physician, and other professional referrals is crucial to building a strong, thriving practice—but not everyone knows how. Healthcare marketing and image development consultant Cheryl Bisera has years of experience helping her clients expand their practices, build relationships, and increase visibility in their communities. In this webinar she will explain why it’s so important to cultivate your referral sources and how to do so.TRANSCRIPT
PAGE 1 KAREO | @GoKareo; #KareoTip
PAGE 2 KAREO | @GoKareo; #KareoTip
Your Hosts Today…
Cheryl Bisera Cheryl Bisera Consulting
Lea Chatham Content Marketing Manager, Kareo
PAGE 3 KAREO | @GoKareo; #KareoTip
Our Schedule for Today…
1 Introduction & Welcome Cheryl
2 3 Ways to Cultivate Rapid Growth through Referrals
3 Discover Kareo’s Role
4 Answer Questions
PAGE 4 KAREO | @GoKareo; #KareoTip
Participate via Social
Facebook.com/GoKareo
Twitter.com/GoKareo
Linkedin.com/company/Kareo
We’ll be live tweeting during today’s webinar! How to participate:
1. Follow @GoKareo on Twitter
2. Follow @LeaChatham on Twitter
3. Search for #KareoTip
4. Join the conversation using #KareoTip
5. Join Building Best Practices group on LinkedIn
PAGE 5 KAREO | @GoKareo; #KareoTip
Cheryl Bisera
Over 10 years as a consultant, author
and speaker
Written for publications and websites,
including KevinMD, Physician
Magazine, and Journal of Medical
Practice Management
Specializes in practice marketing,
image management, business
promotion, and staff resources.
Cheryl Bisera Consulting
www.cherylbiseraconsulting.com
805.276.2828
PAGE 6 KAREO | @GoKareo; #KareoTip
Our Schedule for Today…
1 Introduction & Welcome Cheryl
2 3 Ways to Cultivate Rapid Growth through Referrals
3 Discover Kareo’s Role
4 Answer Questions
PAGE 7 KAREO | @GoKareo; #KareoTip
Course Objectives
1. Identify ways to expand physician referrals
2.Learn strategies that strengthen patient referrals
3.Find out how to increase referrals from existing referrers
4.Discover often-overlooked referral sources
PAGE 8 KAREO | @GoKareo; #KareoTip
Three Ways to Cultivate Referrals
1. Forge Alliances
2. Build Allegiance
3. Express Appreciation
Forge Alliances
PAGE 10 KAREO | @GoKareo; #KareoTip
Why Forge Alliances?
Strengthens your position in the market
Builds relationships that feed your practice
An opportunity others miss (takes time and effort)
Has exponential growth potential
PAGE 11 KAREO | @GoKareo; #KareoTip
Forging Alliances
Professional networking
Community opportunities
Your own patients
PAGE 12 KAREO | @GoKareo; #KareoTip
Professional Networking
Medical Affiliations
– County associations
– Specialty associations
– Hospital events, trainings, leadership opportunities
PAGE 13 KAREO | @GoKareo; #KareoTip
Professional Networking
Potential Referring Physicians
– Lunch-n-learns
Third party expert
Your physician, your specialty
– Introduce the practice
Managers or physicians
Marketing specialist—hire or train
– Refer first—specialists and PCP
PAGE 14 KAREO | @GoKareo; #KareoTip
Professional Networking
Your competition
– Align as a colleague
– Refer for unique services
– Share information, resources
– Explore opportunities of sharing costs, resources, responsibility, and access for patients
PAGE 15 KAREO | @GoKareo; #KareoTip
Professional Networking
New Providers
– New physician or mid-level in an existing referring practice
A welcome goes a long way
Educate on your services
– New physicians in town
Offer assistance, introduce, educate, welcome
Introduce, follow up with an invitation
PAGE 16 KAREO | @GoKareo; #KareoTip
Professional Networking
Clinical and administrative staff
– Hospital
– Diagnostic Centers
– ASC (ambulatory surgery centers)
Getting to know them, treating them with respect and educating them positions you as someone they will likely refer to and consider for future opportunities.
PAGE 17 KAREO | @GoKareo; #KareoTip
Community Opportunities
Look for alliances in community partnerships
– Health/fitness organizations
– Clubs, groups, centers that attract your target
Position yourself as their go-to
– Your offering, their need or mission
Educational talks, screenings, advisory board, sponsorship
of an event, host a booth at event
Create an event for mutual benefit
You gain exposure, endorsement and credibility
PAGE 18 KAREO | @GoKareo; #KareoTip
Your Own Patients
You align with patients when they sense you are in a partnership with them, working together for their health goals.
Conversations are two directional and honest
Their input, values, goals and abilities are part of the treatment plan
They feel known and valued by your practice
Build Allegiance
PAGE 20 KAREO | @GoKareo; #KareoTip
Why Build Allegiance?
Patients and referral sources have choices
You want them to choose you repeatedly
Allegiance fortifies your practice; patients and practices can’t easily be wooed by the latest shiny thing that rolls into town
The strategies keep you in the loop on their needs and changes in the medical community so you can respond appropriately
PAGE 21 KAREO | @GoKareo; #KareoTip
How Do We Build Allegiance?
We do it with the not-so-secret, but oh-so-powerful and doable strategy of giving them service that is so stellar it doesn’t feel like
service, it feels like a special relationship they have with you that they think no one else has!
PAGE 22 KAREO | @GoKareo; #KareoTip
Building Allegiance with Patients
Use their names
Personal facts in chart
Eye contact
Stellar customer service
Low wait times, great access
Phone coverage
Value-ads—those ‘something extras’
Exceed their expectations
PAGE 23 KAREO | @GoKareo; #KareoTip
Building Allegiance with Physicians
“The number one thing for me is their ability to communicate. They could be the best specialist in their field, but if they can’t communicate with first my patient, and then with me, than I’m out.”
Clear communication
– With patients
Diagnosis, treatment plan, next steps
– Physician
Copy of treatment plan and assessment is written clearly
and sent to referring physician
Make yourself available if they call
PAGE 24 KAREO | @GoKareo; #KareoTip
Building Allegiance with Physicians
Respectful and Courteous
–Patients
–Staff
–Physician
“If my patient tells me they were not friendly, I’m unlikely to refer again. I’m aware of personality clashes but if there is a pattern, it’s obvious. The same goes if I or my staff calls them or their office directly. If they act put out or annoyed, I’m out for good. If they treat me professionally and cordially, it’s HUGE for me.”
PAGE 25 KAREO | @GoKareo; #KareoTip
Building Allegiance with Physicians
Access
Your staff
– Helpful, friendly, flexible with referring practice
Office environment
– Clean, up-to-date, comfortable
– Culture, attitude toward patient
“I want to be associated with quality, organized, up-to-date practices”
PAGE 26 KAREO | @GoKareo; #KareoTip
Building Allegiance Among Staff
Colleagues practice staff
Hospital clinical and admin staff
ASCs, diagnostic centers, etc.
Community allies’ staff
Rarely do physicians think of these staff members as referral sources, but people are going to ask them about you, they
have power in your community and their opinion is powerful!
PAGE 27 KAREO | @GoKareo; #KareoTip
Express Appreciation
PAGE 28 KAREO | @GoKareo; #KareoTip
The Power of Thank You
It is a basic desire of every human being to be
recognized, thanked and praised. Saying
“thank you” doesn’t just acknowledge that
person’s effort, intent or action—it
acknowledges the person himself.
PAGE 29 KAREO | @GoKareo; #KareoTip
Why Express Appreciation?
Their name is on the line
– Highest compliment
– Endorsement
– Extension of their practice
You have the power to meet a basic desire
– “There are two things people want more than sex and money: recognition and praise” – Mary Kay Ash
It will be remembered, appreciated
PAGE 30 KAREO | @GoKareo; #KareoTip
Why Express Appreciation?
They don’t have to refer to you
Past referral patterns are no guarantee
The human instinct for reciprocity: “thank you” completes the exchange
The Bottom line:
Expressing appreciation influences referrers to continue to refer to you
PAGE 31 KAREO | @GoKareo; #KareoTip
Why Express Appreciation?
“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
- Maya Angelou
PAGE 32 KAREO | @GoKareo; #KareoTip
How Do We Express Appreciation Effectively?
To leave a truly positive impression, we must express appreciation that is:
Sincere
Thoughtful
Regular (consistent, on-going)
Surprising
PAGE 33 KAREO | @GoKareo; #KareoTip
Sincere Appreciation
Recognize the influence of referrals on your bottom line
– Run the numbers
Make sure staff understand the importance
– Show staff the reports, what it means to the practice when you gain or loose a referral source
PAGE 34 KAREO | @GoKareo; #KareoTip
Sincere Appreciation
Regular, genuine appreciation trumps elaborate formal appreciation programs
– Sincerity is felt even if accompanying a token gift
Warm and personal
– A hand-written note of thanks
– Eye contact
– Using the person’s name
– A phone call
Not manipulative or suggestive, no hidden agenda
PAGE 35 KAREO | @GoKareo; #KareoTip
Thoughtful Appreciation
Find out their ‘currency’
– What does their office enjoy, need, value?
– Look for clues, then just ask
Be creative
– A donation to a cause that is meaningful to them
– Hosting an event
– Sharing an educational or other valuable experience
PAGE 36 KAREO | @GoKareo; #KareoTip
Thoughtful Appreciation
What matters to them, matters
– Are they trying to eat healthy in the New Year
– Food restrictions
– Can you help them solve a problem
– Are they time strapped (can you go to them)
– Do they have a favorite non-profit
PAGE 37 KAREO | @GoKareo; #KareoTip
Thoughtful Appreciation
Bring value
– Lunch-n-Learn
–Workshop, training
–Sharing resources, knowledge, recommendations, networks
PAGE 38 KAREO | @GoKareo; #KareoTip
Regular Appreciation
Appreciation isn’t something you check off once unless you only want them to refer once
Organized approach
Consistent, on-going, repetitive
PAGE 39 KAREO | @GoKareo; #KareoTip
Taking an Organized Approach
Will you train someone in house or hire a professional?
– This person represents your practice
– Must have the skillset
Organization, communication, personality, professionalism, basic knowledge of the practice/services you want to promote, passion, time
– Hire vs. train
Time zapper/silent need; will it get done?
PAGE 40 KAREO | @GoKareo; #KareoTip
Taking an Organized Approach
Determine who will be responsible to:
– Identify target practices/physicians
– Track and plan interactions, deliveries
– Make contact and be “the face of the practice”
Thanking those who refer
Thanking potential referrers for “considering” or for “keeping us in mind” (deliver practice info, gifts, etc.)
– Track referral patterns over time
PAGE 41 KAREO | @GoKareo; #KareoTip
Taking an Organized Approach
Develop a referral program that includes:
– A budget per target practice—per year/outreach
– Setting a schedule for all interactions:
Calls, dropping off practice info/cards, scheduling lunches, notes of thanks, deliveries or events
How will patients that refer be thanked? A chart note, a thank you in the mail, a token gift card?
PAGE 42 KAREO | @GoKareo; #KareoTip
Consistent, On-going, Repetitive
The marketing rule of 7
A clear message, branding, personalization
Each interaction moves toward developing alliances and allegiance by accomplishing:
–Awareness
–Value
– Trust
–REFERRALS!
PAGE 43 KAREO | @GoKareo; #KareoTip
The Element of Surprise
How will your expression be remembered?
Takes some creativity but gets attention
Doesn’t have to be expensive
Make an impact!
PAGE 44 KAREO | @GoKareo; #KareoTip
The Element of Surprise
Expressing appreciation to potential and existing referral sources SURPRISINGLY means:
–Unexpected times of year
–Not the typical gift
–Remembering something important to them
–Meeting a need that no one else does
PAGE 45 KAREO | @GoKareo; #KareoTip
Your practice can rise as a preferred practice among
referrers by forging alliances, building allegiance through
stellar service, and expressing appreciation with sincerity,
thoughtfulness and the element of surprise!
PAGE 46 KAREO | @GoKareo; #KareoTip
Our Schedule for Today…
1 Introduction & Welcome Cheryl
2 3 Ways to Cultivate Rapid Growth through Referrals
3 Discover Kareo’s Role
4 Answer Questions
PAGE 47 KAREO | @GoKareo; #KareoTip
Discover Kareo’s Role
“…Make Your Practice a Best Practice!”
PAGE 48 KAREO | @GoKareo; #KareoTip
Discover Kareo’s Role
Cloud-based
Medical Billing
Patient Payment Services
Insurance Billing & Remittance
Scheduling & Practice Management
Electronic Health Records
Medical Billing Services
Education, Training, & Support Included
20,000 Providers Nationwide
PAGE 49 KAREO | @GoKareo; #KareoTip
Discover Kareo’s Role
PAGE 50 KAREO | @GoKareo; #KareoTip
Educational Resources
Kareo.com/meaningful-use
Kareo.com/ICD-10
PAGE 51 KAREO | @GoKareo; #KareoTip
Kareo Marketplace
• Kareo Partners
• Online appt. scheduling
• Text reminders
• Recalls
• Phone visits
• Reputation Management
PAGE 52 KAREO | @GoKareo; #KareoTip
Discover Kareo’s Role
• Kareo Partners
• Online appt. scheduling
• Text reminders
• Recalls
• Phone visits
• Reputation management
• Kareo EHR
• Manage referrals
PAGE 53 KAREO | @GoKareo; #KareoTip
Discover Kareo’s Role
• Kareo Partners
• Online appt. scheduling
• Text reminders
• Recalls
• Phone visits
• Reputation Management
• Kareo EHR
• Manage referrals
• Patient Portal
PAGE 54 KAREO | @GoKareo; #KareoTip
Let’s Answer Your Questions
888-775-2736
Kareo.com/chat
Facebook.com/GoKareo
Twitter.com/GoKareo
Linkedin.com/company/Kareo
Follow us!