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Allison McCarthyPrincipal
Marketing Your Joslin Diabetes Center to Primary Care Physicians
Overview1. Referral relationship trends
• Marketplace issues• Referring physician expectations
2. Referral growth• Approach• Strategy• Accountabilities
3. Internal integration• Operational systems• Staff involvement
4. Next steps
Relationship Realities
Relationships are more volatileFinancial and quality issues share center stageDifferent physicians require different strategiesPhysicians have high expectations of their peersReferral management practices an assumed learning Physician morale, future shortages are realityPast success is not an assurance of future success
Endocrine ReferralsReality for 2010 and Beyond
Different practice modelsFewer PCPsVarying perspectives – who manages whatOld vs. Young dichotomyMore Staff = More management = More “other duties”ClutterOpportunity to target the “right patients” for the practice
Referring Physician ExpectationsAccessibility
• Appointments• Consults – inpatient
and outpatient• Expertise
Communication• Pre-consult and
post consult• During treatment• At treatment completion
Recognition of Role• Referral source• Care manager• Expert – overall patient
Trust• Interest in their needs• Return the patient• Quality treatment• Patient satisfaction
Building ReferralsWhat do you need? Is your preference to build:
• Patient-driven referrals• Referrals from colleagues• Just shift patient type• All?
Are you prepared to accept new business?Why have you not had more referrals from other physicians in the past?Is care going unmanaged? Why? Who will you need to take the business from?What is the best approach to get that done?
Characteristics of WinnersFocusedAbility to deliver based on THEIR needs
• Approach that recognizes the expectations of the referring physician1. Talk to me2. Make it easy to get patients to you for car3. Value my role
Internal support• Administrative staff• Other clinical providers
ConsistencySees their referral relationships as integral to the practiceMeasurable outcomes
Referring Physician TargetingResearch
• Current referral sources• Potential referral sources
Prioritize prospects• Local and regional• IM, FM, Pedi, OBG, Other• Simple vs. complex
Uncover existing referral source• Local practice• Leakage out of community• Unmet needs
Design approach
Face-to-Face Three must-haves
• Necessity • Affordability• Accessibility
Provide added value• New insights• Patient management resources
Differentiate what you offerSet expectations on referral processKnow what you want . . . ask
Other ConsiderationsRecognize where your office staff can and cannot assistCommunication practices – calls, letters, faxes – you decide by do something!Hospital inpatient vs. office based patient management
• Hospitalists and PCPs• Nursing/midlevel providers
Tracking systems• Follow-up really happens• Trend referrals by physician/practice• Review by patient zip code/extrapolate
Communication StandardsEnsure patient registration captures
• Referring physician name• Address, telephone , fax number, email
Prior to outpatient visit, get background on patient• Prevent “you” vs. “PCP” position• Positions PCP as care partner
Post consult• Inform on treatment plan – tests, medications, other referrals
During treatment – share significant changesPost treatment – send thank you for referral
Sample Letter
Date
Provider’s NameAddressCity, State Zip
RE: (patient’s name)
Findings:
Diagnosis:
Treatment Plan:
Thank you for your referral.
Sincerely, Your Name
Sample Referral Slip
To: ___________________________ Date: _________________________________is being referred to you for _________
Please keep me informed via Telephone Fax Email
Thank you for seeing this patient. (Referring Provider Name)
Thank you for your referral. Sincerely, Your name
Involvement of Your StaffSeen as insiders – emulate your desires Administrative staff
• Capture referral source• Record pcp even if patient self referred• Schedule appropriately• Send referral communications
Clinical staff• Hospital and practice nursing relationships• Connections with referral coordinators
1. Telephone and face-to-face2. Handouts/forms
Keep good documentation for progress reportsConduct educational or in-service sessions
Don’t Forget Referral Source StaffCopies of brochures, maps, referral pads, schedules, etc…Thank you notes/giftsHoliday acknowledgementsPayer participation updatesExceptional responsiveness to requests
Other Areas Worth MentioningPatient-focused marketingMedia activity/PR eventsWeb strategiesHospital referral linesCommittees and meetingsManaged innovationCompetition
Next StepsClarify referral source expectations – make adjustments
• Retention of existing referrals• Development of new business
Establish consistent approach to communicationTake care of their needs – access, education, availability Take advantage of the Joslin name recognitionReview with clinic staff – understand its important Track, trend, and monitor
Red FlagsPerception – stealing patientsFollow-up is inconsistentDelays in scheduling patientsSending the wrong message
• Telling patient PCP diagnosis was wrong• Talking like an expert vs. peer-to-peer• Decisions about care are made without
referring physician participation• Lack of availability when treatment is
unsuccessful
Referral sources stop referring
Marketing Achievement
Market Share
MindShare
Preference
Use
Re-Use
Positive Word of Mouth
Top of Mind Awareness
Name Recognition
Top Ten Things to Successful Referral Growth
10. Affiliate with Joslin9. Let referral sources know
your practice is open8. Consider web site section
designated for referral sources
7. Share useful articles/ case studies
6. Offer educational sessions – visibility is key
5. Provide easy-to-use referral tools, i.e. pads, forms, etc…
4. Build strong referral communication practices
3. Ensure consistent access to patients and referral sources
2. Develop a culture that embraces referrals
1. Provide great care!
