8 lessons for building a physician referral network

I learned several really valuable lessons early in my career, and I learned them the hard way.

Today, I’m sharing them with you so that you don’t have to learn the hard way like I did. 

Why? Because I’ve used these lessons to grow multi-million dollar referral networks and co-management programs, and I believe you can too.

So here goes my story…

Right out of college, I worked as a psychiatric social worker. I had spent my entire life, until that point, working toward the goal of being a counselor.

I loved every minute of my studies and couldn’t wait to get out there and start working with clients.

And then, something unexpected happened. Something I never saw coming…

What I loved learning about, I absolutely hated in practice. It just wasn’t for me and I found myself completely burned out at the ripe old age of…

Wait for it…

22.

From the time I was in third grade, I just knew this was what I wanted to do. What in the world would I do now?

It was time to pivot.

Lesson #1 – If the unexpected happens or something isn’t working for you, pivot and try something else until you find what does work for you.

If we learned anything throughout the pandemic and beyond, it’s that the unexpected happens again…

And again…

And again.

And successful practices rose to the challenge.

During the height of the pandemic, you learned to offer virtual visits, host virtual CE’s for referring doctors, and find ways to safely care for patients. You tried something new, figured out what worked, and made a pivot.

Never underestimate the power of the pivot.

Now back to the story…

I knew I still wanted to build relationships, help people, and make a difference in the world, and I decided pharmaceutical sales would be a perfect fit for me. 

I had interviews with several companies but I set my sights on Pfizer Pharmaceutical Company. They were committed to launching the first or best products in their class. They were making a difference I was passionate about.

Lesson #2 – Promote what you’re passionate about.

If your physician liaison, phone teams, surgery schedulers, or patient counselors aren’t passionate about the service you provide, your referring doctors and patients won’t be either.

Hire team members who share a passion for patient care and the services you provide.

Because…

You can’t transfer what you don’t have.

Just because I set my sights on Pfizer, doesn’t mean it happened for me right away.

In fact, I interviewed 13 different times over a period of about 18 months. Or maybe it was 18 different interviews over 13 months?? Either way, it took a lot of interviews and a long time.

Who knows… I might be the only person in the company’s history to interview that many times and still get hired.

And it wasn’t easy.

I would make it to the final round of interviews with the top two or three candidates, only to get rejected.

Over.

And over.

And over.

After each rejection, I would go home, cry, and wonder why no one else saw in me what I saw in myself. I knew I could do a great job if someone would give me a chance.

But I didn’t stay there.

I took steps every day toward my goal, even when it felt like I wasn’t getting anywhere. 

I reached out and followed up with people, sent resumes, asked what I could do better, read books, practiced my presentation…

I took a deep breath, got back up, re-established my resolve, and started again.

Lesson #3 – When you get knocked down, and you will… Get back up again.

Maybe you lost a referring partner to a competitor. It happens to every practice at some point.

Stay persistent. Figure out why they chose the competition and use that information to improve.

Then, work to get them back or go out and find new referral sources to make up for the loss. 

Take steps every day to get better, even when it doesn’t feel like you’re getting anywhere, especially when it doesn’t feel like you’re getting anywhere.

Perhaps the biggest rejection I faced on my interview journey came from a regional manager who told me that I was too big of a “risk” to the company.

You’ll never guess why he thought I was too big of a risk.

He thought I was too big of a risk because…

My husband, who was the primary bread winner, might get promoted or transferred and I would have to follow him and leave the company.

What?!?!  I thought the interview was about my ability to do the job? I couldn’t believe what I was hearing.

I don’t know if I was too stunned or too scared to speak up for myself, so with a lump in my throat, I listened to what he had to say. And like that, the interview was over. 

It just didn’t seem fair.

Lesson #4 – Don’t waste valuable energy on what is and isn’t fair.

A lot of things in life are not fair. 

Maybe a competitor is stealing business because they’re not playing by the rules.

Don’t play their game. Play your game and play it to the best of your ability. 

Then don’t get mad. Get even.

I knew if I spent my energy focused on the things that weren’t fair, I would never be able to reach my goal.

So do you know what I did?

I used the experience to fuel my fire to keep going.

And…

When I finally did get hired…

I was Rooke of the Year out of over 150 candidates, the largest ever rookie class at the time.

Lesson #5 – Focus on what you can control and go make a difference in a world that needs your message.

Patients need great care.

Referral partners are looking for skilled specialists to refer patients to.

How will they get the care they need if they don’t know you exist?

Just like I couldn’t control a rogue regional manager, you may not be able to control an unscrupulous competitor.

But…

You can control getting out there and having your message heard.

A message the world needs! 

Oh, and for the record…

The guy that I was passed over for because I was too big of a “risk” ended up leaving the company within the year for a major competitor.

Talk about sweet justice.

But I digress…

When I did finally end up getting hired, I worked up the courage to ask my manager why he chose me when so many others had rejected me.

Get this…

He told me that because I didn’t quit, because I kept coming back…

He knew I would bring that same determination to the job, not giving up when it was hard or when an office sent me away.

What I thought was my biggest detriment, he saw as my greatest strength.

Lesson #6 – What you see as a weakness might just be a super power in disguise.

If you’re a new or small practice that’s underestimated and determined, congratulations!

The big, established competitor may never see you coming.

If you’re a new liaison that’s still learning the ropes, lean in to the learning curve and curiosity of being new. Take this time to understand your customers and their needs.

All too often, a tenured rep gets comfortable in a territory and loses focus on bringing value.

Use the superpower of being underestimated to stay sharp, agile, and aware.

All of those closed doors…

All of the rejection that seemed really painful at the time ended up being exactly what I needed to build the grit and determination to be successful in the role.

Had I not built that muscle early on, who knows where I’d be today?

Lesson #7 – Rejection, while painful at the time, may be preparing you for something even bigger and better.

If you’ve been losing ground with your referral network, or you’re struggling to get off the ground all together, take the time to understand why.

Allow the rejection to make you better and stronger.

Maybe it’s time to regroup, upgrade your process, or bring on a coach.

Did I get it perfect?

Not even close. 

I made more mistakes than I can even count or care to remember.

I just didn’t quit.

Lesson #8 – Persistence is better than perfection.

You won’t always get it perfect. 

Correct the mistakes, learn from them, and get better. 

Just.

Don’t.

Quit.