Download the checklist here 

IMPORTANT:  Under Construction.  Many links may be broken.

 

Table of Contents

1. List your referral sources
2. Send letter as first contact
3. Follow-up with a phone call
4. Pay a visit (at a good time)
5. Listen then teach
6. Make sure you have something good to say
7. Follow up with a "Thank you for your time."
8. Schedule regular contact sessions

Bonus: 5 ways to instant referrals
Bonus: 5 most important contacts to success

 

 

 

 

 

 

 

 

 

 

List your referral sources

 

Traditionally, MD's have been the primary referral sources for PT's in private practice but don't make the mistake of only developing this referral source. Nowadays a diversified referral base leads to more stability as well as more profitability. Here's a list of potential referral sources:

 

1. Orthopedists

2. Neurologists

3. Physicians - Start with a list of all MD's in a 10-mile radius from you.

4. Chiropractors

5. Other PT private practices in your area - Present your niche/specialty program

6. Podiatrists

7. Massage therapists

8. Acupuncturists

9. Attorneys

10. Coaches

 

 

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Send letter as first contact

 

Do not make the mistake of listening to poor advice. Do not even listen to the APTA.  I heard a well-known individual from this organization advise a private practitioner who asked in a public forum "How should I market my new practice to physicians in my community?"  The advice given was one of the poorest bits of advice I have ever heard to marketing effectively.

 

The answer given to this beginning practitioner was, "See patient's on Monday, Wednesday, Fridays, and go visit physicians on Tuesday and Thursday afternoons."

 

Timing is very important when attempting to make contact with someone.  If your timing is good you will be a "welcomed guest". If your timing is bad you will be a "burden and nuisance".  I recall a time when my parents came to pay me a visit at my clinic and could not see me because I was so busy.  They happened to "drop by" on a day that happened to be very busy for me and the courteous parents that they are, instead of interrupting me they simply thanked my receptionist and left saying they would call me later.  On the flip side, there are days where I will sit and chat for 20 minutes with the guy who sells fruit door to door simply because I have the time.

 

Timing is everything.

 

Arbitrarily choosing a day to go visiting physicians can lead to a bad first impression.  And it's better to make no impression at all than to make a bad first one.  You do not know if the physician is even there on Tuesday and Thursday afternoons let alone it may be their most busiest days with patients, and if so, the last person they want to see is someone saying, "Hi. I would like your business!".

 

Do not be a burden instead make your first contact in a way that is respectful and unimposing.  Introduce yourself in a way that makes a good first impression. Send a letter with a brief introduction including your name, your specialized service or program, your 6 and 26 word defining statements. Including your newsletter will make it even more effective!

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Follow up with a phone call

After sending a letter, follow up several days later with a phone call asking if they received your letter of introduction.  Also at this time, ask if there is a good time to simply come by and introduce yourself to the person who handles the physical therapy referrals from that office (rarely does the physician handle the referrals).  At first, they may give you their hours of operation but inquire on a time less busy for them, and most always they will have one.

Don't worry if you get a negative response. In fact, expect to get some. You may be better off not doing business with them in the first place.  Taking this respectful approach gets you more positive responses than negative ones.

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Pay a visit (at a good time)

 

Once you have determined the best time for the offices within a 10-mile radius, prepare your identity items and go visit.  Do not make the mistake of going on these visits without something interesting to say. Like why you are unique, or what your special niche or programs are, or a newsletter that tells about your interesting programs/services.  Do not think of this as a sales call but rather an informal introduction.  Bring your referral pads and newsletter but don't offer it to them until they either ask for it or you think the time is right.

 

 

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Listen then teach

During your visit with them dialogue in a way where you are listening and responding instead of attempting to steer the interaction toward a pre-calculated direction.  Try to teach them something they don't know about what it is you do. Something that would be of interest to them and motivate them to want to do business with you. 

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Make sure to have something good to say

 

Most private practitioners do not like marketing and usually it's because they really don't have much to say.  If all you have to talk about is your address and what hours you are open, you probably won't like marketing much either.  Make sure to complete sections "Carving out a niche" and "Defining Your Practice" prior to making contact with any potential referral sources.

 

Make sure to bring along a newsletter or something that demonstrates your expertise. It makes more impact than verbalizing alone.

 

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Follow up with a "Thank you for your time"

Send a letter out that same day thanking whoever you met for their time. Everyone values their time and if you acknowledge that you will make a good impression.  Make sure to send it on your customized letterhead and envelopes or thank you postcard. This is another opportunity for you to make an impression of high perceived value and quality.

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Schedule regular contact sessions

Schedule a contact calender as well as log every contact you make with your potential referral sources. Even if you have a computerized business contact manager a paper log will be needed as well.

Most of the time it takes a certain level of familiarity before an office will trust you with their patients.  Parallel it to a blind date where you meet someone new for the first time.  If you come on too strong you may look desperate. Come on too weak and you may look like you lack confidence. Balance your contact just right and eventually they will seek your services.

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Bonus:  5 Ways to instant referrals

 

1. Shadow a physician

2. Offer evening and weekend hours

3. Offer same-day appointments

4. Bilingual staff

5. Accept personal injury and lien cases

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Bonus:  5 Most important contacts to success

 

1. Most popular orthopedist in your community

2. President of the local Rotary Club

3. Referral Coordinator of the nearby hospital

4. Medical Director of the HMO in your area

5. Most popular personal injury attorney in your area

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