The art of the referral

JoAn Majors offers four simple steps for delivering referrals for less than a dollar

No, it’s not a typo! Some of you think art doesn’t apply to the referral process. However, I’d like you to consider a different attitude about this bedrock part of any healthy practice. Art, is defined as, “a visual object or experience consciously created through an expression of skill or imagination.” Think about this granularly, and focus on an experience created through an expression of skill. Best practices for the referral process are precisely that. The problem is often that there is no actual process in place.

I often ask offices about their referral process and get many answers. If it is a specialty office, they immediately launch into how they maintain the referrals from their professional circle. If it is a GP, it is often about a single question randomly asked at or during check-out. I want to share the simple process that will produce patients like those you especially like. The old “like likes like” proverb applies here, as does “Birds of a Feather.” The English term means people of the same sort or the same tastes and interests will be found together. If we ask patients who we like, who like and trust us, their referrals become a more predictable fit for our practice culture and care.

The process is the 4 P’s: plan, pick, postcard, and process. It sounds pretty simple and can be if you complete the process. Think of it as baking a cake or, more to your mindset, a procedure you follow. You wouldn’t bake a cake and leave out the flour, or you’d have a terrible cake. You, the doctor, wouldn’t start a process and not complete each step. This is no different. Systems and processes followed correctly more often produce the results we expect.

Plan

The planning portion of the process is pretty simple. I’m going to start by assuming that you have a morning huddle. If you do not have a morning huddle, planning likely isn’t your thing.

During the morning huddle each day, I’d like you and your team to review the schedule to choose just one patient daily. There will be days when you may have more and days when you have none who fit the standard you are looking to grow in your practice. Consider that your goal is to find four per week.

Pick

You’re looking for happy paying patients who like you and your team, and when you see their name on the schedule, you actually smile. As a team, we agree that this person is someone you’d like to duplicate in your patient base. Although not always, often it is a fee-for-service patient. It’s your patient to duplicate. Sometimes, discussing as a team to outline this person is helpful. It could be a patient with a particular procedure you’d love to have talking about their outcome or someone you’ve found to be courteous to your team and complimentary of your office. This referral is by your design.

Decide among the team who has the best relationship with the person or will have more time to have the “referral convo” while they are in that day. Once the team members are assigned to them in the huddle, they will be the ones to have the conversation, send the notes, and document the process.

“You’re looking for happy paying patients who like you and your team, and when you see their name on the schedule, you actually smile.”

Sample Convo

Scenario 1

“Hi, Happy Holly; this morning, when we were planning our day and saw your name on our schedule, I have to share that we all smiled. I want you to know how much we appreciate patients like you who fill in this blank. What we do isn’t easy, and it really makes our day. Could you help me with something?

Wait for the answer. People appreciate the ask.

“You may not know this, but we are expanding our practice and would love more patients like you. I’d love it if you’d consider sharing your experience with us with a work colleague or family member like yourself. Would you keep us in mind when chatting with people like yourself?”

Scenario 2

“Hi Happy Holly; this morning, when we were planning our day and saw your name on our schedule, I have to share that we all smiled. I wanted to ask you about your (experience/treatment) with us. How do you feel we’ve done?”

Wait for the answer. If you plan well, the patient will respond favorably.

“I was hoping you would feel that way. Could you help me with something?

Wait for the answer.

“You may not know this, but we are expanding our practice and would love more patients like you. I’d love it if you’d consider sharing your experience with us with a work colleague or family member like yourself. Would you keep us in mind when chatting with people like yourself?”

Postcard

This is the part of the process most leave out. Imagine, doctor, that you’ve given a finely crafted delivery of a beneficial and easily deliverable treatment to a patient. Yet, when they are transferred to the front desk, no one offers the appointment or completes the process. The art of the referral process is no different. It shouldn’t be started if we aren’t willing to complete it.

Now, to the postcard. No matter how small, a handwritten note is still considered an act of endearment. It’s not a text follow-up; it has a purpose. I can’t tell you how many female patients (most naturally appreciate being recognized for their influence and being asked for help) have dropped this little card into a purse and handed it off to a friend, colleague, or family member within a few days. A recent article in Forbes, “Who Runs The World? Women Control 85% of Purchases,” showed proof of female referrals’ power.

The U.S. Post Office sells a pre-stamped postcard. A postcard is great because it is lightweight; others can’t help from being nosey and reading it when it is being transferred or lying around. The cost ranges from .53 cents to .73 cents, depending on size. You keep these stocked up and in the area where you have your huddle. My mantra is to make it easy for people to do what you want them to and hard for them to do what you don’t want them to. This will apply here. Make it easy for the team member you are asking to write a quick address in the huddle.

Sample Note:

“Happy Holly. It was great visiting with you today in the office. I loved hearing about fill in the blank personal to the individual. I want to thank you in advance for referring others to our office. We really enjoy patients like you and look forward to our next visit.

Personal close, name.”

Hint: Choose a great return address label in color! Write your card with colored ink that matches the label. As I have written about in the past, this now becomes a handout from your “walking-talking marketing tool.” This will be the most affordable marketing you’ll do; I promise!

Process

Remember to complete the process. In our office, the card was handed off to the admin team for mailing and for putting a patient note in the record. Use a code you create or in the note section. Ours simply said, “Referral Convo.” It was noted in the record the day the card went out. Mail it quickly so that it is still fresh in their minds.

In my 20 years of teaching this system to our team members, I’ve never had someone say no when we asked for help. They may not all produce a referral, but most are so surprised that you asked them for help that they are moved to a yes simply because you complimented them and asked. The word “help” is most important.

If you have issues with this process, it will be because you chose the wrong person. Remember, “like likes like.” Picking the right person to ask is significant to the outcome.

I’ve taught the system for years to many offices, and it amazes me how many team members and doctors I hear from. They are often amazed that something so simple and so affordable can make such a difference in the patient’s mind. If you have an interest, I’d love to share more about our other Soft Skill Systems. Choosing the right communication is really affordable; it’s the intention behind it that makes it significant and profitable.

See you on the road.