How to Create a Strong Referral Network?

As we continue to look at how to strengthen a practice infrastructure and aligning personal and professional goals, let's look at a foundational component of your practice, your referral network.

Everyone in the medical field understands the value of referrals from peers and patients. It is simply a foundational component of building a strong practice. To be fair, referrals can be part science – data driven, and part art. For our purposes, we will focus on the art of referrals.

This week I'd like you to consider the potential value of referrals from traditional and non-traditional sources. The people whose path you cross daily or perhaps only once. For example, have you ever thought about the candidates that you interview as a referral source?

Think about the people that you interact with daily, weekly, or monthly. Did you leave an impression of a compassionate person? Did these individuals see an empathetic human being who also happens to be a physician?

Through the years, I have interacted with many physicians and some who failed to display compassion. The surgeon who identified my Mother’s terminal cancer had to be pursued for days before he shared her diagnosis. The nurses he worked with excused his lack of compassion by explaining that he was a brilliant surgeon. This indicated to me that my Mother could have a brilliant surgeon or a compassionate one but a combination of the two was not possible. Fortunately, through the years, I have seen this misnomer repeatedly dispelled and worked with brilliant physicians who are extraordinarily compassionate.

Remember that people tell an average of 15 people about a poor service experience, versus the 11 people they will talk to about a good experience. This applies to experiences that people have in all areas of their lives including healthcare.

Your referral reputation is determined everyday by your interactions. You don't have to be charming or fake, just be kind. Don't ignore the security guard at the front desk, the nurse on the elevator, or the candidate you decided not to hire. Treat people the way you would like a member of your family to be treated.

Compassion is key in life and medicine. If you want to strengthen your practice, re-consider those “meaninglessness” interactions because ultimately, they can mean everything.

And if you like support, please contact me at smays@impactpracticeconsultants.com.