Practice Marketing: Appendix D - Referring Physician Relationships

Written by Marcy T. Rogers, M Ed

Appendix D: The purpose of “How to Market Your Practice” is to give physicians a realist view of what “Marketing Your Practice” is really all about. It will not only explain how important it is to market to payors, referring physicians and the general public but most importantly WHY. It will establish the need for goals and objectives and ways you can reach them. If you are seriously considering marketing your practice, the following information will clarify and answer questions you may have and show you how to get started.

Appendix D

2002 Strategic Marketing Plan

Goal: Increase group profitability by 20% each year.

(O3) Objective:
Increase referrals from physicians within the community to raise the volume of surgical cases to ensure profitability.

(S1) Strategy:
Develop and maintain relationships with referring physicians and their employees by exemplifying courteous behavior and providing a high level of service to increase referrals.

Action Plan:

(A1) Identify which surgical procedures each physician would like to expand on and market to those referring physicians.

Person Responsible:	Marketing Director
Others Involved:	Computer Support Team
Target Completion Date:	Quarterly
Next Review Date:
Date Completed:

(A2) Identify those physicians that refer patients without your predetermined surgical procedures on a quarterly basis.

Person Responsible:	Marketing Director
Others Involved:	Computer Support Team
Target Completion Date:	Quarterly
Next Review Date:
Date Completed:

(A3) Schedule (12) appointments to visit referring physician offices on a quarterly basis to show your appreciation and interest in how you are servicing your referring physicians and what you can do better.