Becoming Part of a Physician Referral Network
Author: Sherry Krueger
As a physician, becoming part of a physician referral network is one of the best things you can do for your medical practice. You'll build relationships that will help ensure the success of your practice even as other sources of revenue evaporate due to changes in the economy and health care system. You can either join an existing referral network or, if you prefer, create one of your own by seeking out and cultivating relationships with other physicians.
If you join an existing network, you'll have to evaluate it carefully to determine whether or not it meets your needs. To maximize referrals, be sure there are relatively few physicians in your specialty within the network. Make sure the network conforms to patient rules and laws and that the software or platform is easy for your staff to use.
If you decide to start your own referral network, you'll be conducting more of a needs assessment at first by communicating with other physicians and determining whether or not the potential for a mutually beneficial partnership exists. You can approach them formally, by holding your own networking event, or informally at CME classes, conferences, and other events.
If you hold a formal presentation on your ideas for a referral network, you'll need to have a solid strategic plan developed, with some flexibility in the event that your colleagues have ideas you want to implement. Less-formal occasions can serve as fact-finding missions; if you happen upon an existing referral network you want to join during that time, so much the better. Regardless of the event, be prepared to show what you have to offer as a referring physician, such as specifics on your medical training and specialty, the services you provide, and your office location and hours. Help other doctors understand when a referral to you would be appropriate and meaningful to the patient. Offering supportive documentation, such as a patient referral form and directions to your office, can also encourage referrals by reducing task effort on the part of the referring doctor and her or his staff.
Whether you join an existing physician referral network or start your own, maintain an open-door policy so that not just referring physicians but their employees feel free to visit your office and meet your staff. During the visit, offer samples of the literature you provide to patients such as brochures, fact sheets, and newsletters so the referring office learns more about your diagnosis and treatment philosophies. Encourage the physicians in your network to contact you with potential staff training opportunities and other chances for collaboration, interaction, and face-to-face contact.
When you receive a patient referral, be sure to thank the referring physician for her or his trust in you. Keep in touch regarding the patient's care; the last thing you want to communicate to the referring physician, even inadvertently, is that she or he has "lost" the patient to you. Trust is an important factor in securing future referrals, and if even a few physicians don't trust you, word will get around to others in the network.
Joining or building a physician referral network is an investment in your long-term success that, along with other marketing efforts, can provide stability and enhanced revenue opportunities for your medical practice