It’s pretty basic and simple, however, your team does need to be regimented about it.
Here’s a simple spreadsheet that you and your team can use to get started. Of course, if you are serious about physician marketing, please use a healthcare crm
Here’s what you need to do:
- Set aside a few hours per day for marketing, every single week or have a person dedicated to this function.
- Have a marketing one pager that introduces your practice / medical services ready to go with some stats/numbers to speak of.
- Make sure you have a target number to hit every day (e.g 100 calls per day or 200 faxes per day or 150 emails per day).
- Do not stop until you have made those number of calls or sent those numbers of faxes/emails.
- Every time that you do make a contact with someone at the practice, ensure that you glean some additional information about the practice staff or doctors and add that to your notes in the CRM or spreadsheet.
- Make sure that you team up with your practice folks that schedule appointments and ensure that they capture the referring physician information for each patient.
- Make sure that you get a list of all appointments created in your EMR from the day before, identify all the patients that came in from referring providers that you are targeting. The next time you reach out to them, you would be calling to thank them.
- Make sure that your appointment scheduling team also captures the primary care physician information for each and every appointment.
- Make sure that you get a list of all appointments created in your EMR from the day before, identify all the patients that came in from primary care providers (PCPs) that you are not targeting. Add them to your list of folks to call / establish a relationship with (within your CRM or the spreadsheet that you are using). Even if the PCP has not really referred the patient to you – this gives you the opportunity to add new PCPs to your roster, call them to let them know that you are co-managing the patient’s care and would be sending them the visit notes asap after the patient’s appointment.
- Every single day, after each call or faxes/emails blitz, update your CRM or spreadsheet with the latest activity data (e.g. last contact date, outcome etc)
- Follow this process every single day – rinse, repeat.
- You will probably be touching each contact only about 1-2 times a month. Do not repeat your outreach to more than twice a month per contact / practice.
- Each time a practice sends their first patient(s), mark that practice account as a “customer” instead of a “prospect” and handle the account accordingly.
You will notice that after 6-7 contacts / touch points with the same practices, you do start getting referrals. Basics of marketing also says the same about how many times a person needs to hear from you before they start recognizing your brand.
Time to look at How to market to referring providers via physician liaisons