The last article, Mythbusters, about the common myths practices believe, generated a lot of interesting discussion.

If you missed it, you can catch it here. 

So today, we’re going to dig deeper into one of the most common, and dangerous, myths practices believe about referral networks (and what to do instead).

Myth: I’ve tried calling on referring doctors before, and it didn’t work.

If you’ve tried calling on referring doctors before and weren’t successful, here are a few things to consider along with what to do to grow referrals.

How long did you try it?

You can’t expect to call on someone one time and get results.

Could you run a mile, sink a basketball, or crush a baseball the first time you tried?

No, because you have to put the reps in. 

You need reps to (1) perfect your message and (2) give the customer time to hear and process the information.

In sales and marketing circles, there is something we refer to as the Rule of 7, meaning that someone has to hear a message 7 times before they will consider taking action.*

How can referring doctors trust you with patients if they can’t trust you to show up at their practice more than once? 

Referring doctors want to know you’ll be there for them and their patients for the long haul. They’re not going to sever their current referral relationships because you visited them one time. (If they do, consider yourself lucky.)

Consistency is key. 

Regularly calling on referral partners will demonstrate your commitment to their patients and increase the opportunity for referrals. 

Think about the doctors you refer to. Why did you start referring to them? How well did you get to know them before you started referring?

You may be the greatest surgeon in the world but referring doctors have no way of knowing what you have to offer if you don’t show up.

Are you saying the (1) right thing at the (2) right time in the (3) right way?

The days of features and benefits are out. 

You’ve probably heard the saying, “Everyone listens to WIIFM.”

WIIFM stands for, “What’s In It For Me?”

Your messaging shouldn’t just be a run down of all the lasers you have or procedures you offer.

Your messaging should explain how those services benefit their patients and in return, their practice. 

Did you call on the right customers at the right time?

Just showing up at a practice and dropping off brochures doesn’t really get your message out there.

Who are the thought leaders in your market you might partner with?

Who is looking for a new surgical partner?

What niche do you fill?

Is your referral process simple for referring doctors or is it too complex?

If you’re referral process is complicated, you can bet referring doctors are going to refer to the competitor who has simplified and streamlined the process. 

What was your attitude when you tried calling on doctors?

Attitude is everything.

If you start a Referral Network Program with a cynical attitude, you’re right, it won’t work. 

If you don’t adjust your thinking, you’ll never be successful with a referral network program.

If you’re not willing to invest in these relationships, this isn’t the program for you.

But if you are…

Building a successful Referral Network Program is the most lucrative vehicle for practice growth with the least investment that I’ve experienced. 

Don’t get me wrong, it is an investment, but one that is well worth it!

If you’re ready to own your Referral Network Program, reach out today!

*It’s Not Nagging: Repetition is Effective Communication | LinkedIn