By Kay Sperduti, Sperduti Communications
Having made more than 7,000 practice visits each year for clients, our outreach liaisons have been instrumental in determining what makes a successful visit.
During meetings with clients who are considering regular practice visits, we talk about the importance of ongoing visits rather than one-time introductions, which specialists to target in which geographic areas, and what makes their practice stand out from competitors. Each item is uniquely important in setting up their outreach.
I also educate them on the value of making it easy on the practice staff we are visiting by not inundating them with information, being respectful of patients waiting to register (by waiting our turn), and by always leaving a small item of appreciation which could be a fun imprinted item or a small food treat. We’re taking their valuable time; they should know we appreciate them.
Your materials should be professionally written, designed and printed on quality paper. It costs a little more but staff notice this. It used to surprise me when they’d mention it, but it doesn’t anymore. And it should contain just enough to educate and help them with their decision-making.
What are the two questions we’re asked most often during practice visits?
- How quickly are you scheduling new patients?
- What health plans do you take?
These two pieces of information are key to helping practice staff send the right patients to us. They do NOT have the time to go to your web site (trust me, many clients have asked why we just can’t refer practices there), so they need quick and easy tools. Stating that we’re scheduling new patients within two weeks or whatever the accurate time period is, will make a difference. We’ve all heard stories of specialists now scheduling five to six months out. That doesn’t help the practice or the patient.
Regarding health plans, BE SPECIFIC! Long gone are the days we could list a company name only. We have to tell them which UnitedHealthcare plans we accept, for instance, and more importantly – which we do not. That way, they don’t waste their time referring to us and then have a frustrated patient call back for a new referral. Creating a list of the Medicare Advantage Plans taken is often greatly appreciated as are physician NPI numbers.
Practice outreach is a personalized approach to introducing your practice and then following up to determine any issues they may have experienced once they refer. Make it as easy as possible for potential and existing referrers to send patients to you and your patient volume will grow as a result.
