Why Are Referrals So Hard?
It's always been true that referrals are the best new patients--they can arrive already 50% closed for your services.
If you're having difficulty obtaining referrals or are looking for a kickstart in that area, I believe you will find these 6 points not only helpful but indeed necessary for getting referrals.
Prescott Management
Deliver Excellent Service
Of first importance in acquiring referrals is, deliver excellent service. But mind you, this does not mean that you must spend an hour with each patient as if you get into that habit, you are limiting your future growth and the number of lives you can positively impact. If that amount of time is mandatory for the type of service you deliver, schedule a call with me, and I will be happy to cover it with you. But in any case, you will find this content helpful.
How one gets from excellent service to referrals is no significant mental jump, everyone knows that, right? But read on.
Let's take a look at what I mean by excellent service and come back to referrals. Excellent service means the patient feels he/she has received even more than what they paid for. I'm not talking about giving away free stuff, however.
The Actions and Mindset of You And Your Staff Count
Your actions and the way you deliver them add up to excellent service. Take it from when the patient walks in the door. Greet them with a smile and an intentional & honestly meant, "Nice to see you, Mrs. Jones." And what if Mrs. Jones is a crab apple? Well, is she actually trying to get better? Is she making gains? My point is to find something to like about her and then proceed with that mindset. If you think of Mrs. Jones as a crab apple, that thought will influence ALL of your interactions with Mrs. Jones.
Correct mindset for your entire office
Adopt the attitude that every patient you have knows others that need and want the same kind of gains that they are experiencing due to your service. This mindset alone will significantly assist you in obtaining referrals.
Talk & listen to The Patient
When you are talking with the patient, actually speak with the Patient. Meaning have your attention on the patient that is before you at that moment. Don't allow your mind to wander off onto other things. Think about it for a minute. Every one of us has had this happen. Your attention drifts onto billing or lunch or whatever, and the patient has said something to you while you were mentally elsewhere. This leads to inappropriate responses, no responses, etc. Now the patient may not mention it to you, but I assure you they notice it.
Appropriate Bedside Manner
When you have treated the patient and want them to remain on the adjusting table for a min or two before getting up, place your hand on their back and tell them something like, "All right, Mrs. Johnson, I believe that should help make your day a little better; I am so glad to see the improvements you are making. Just lie here for a couple of minutes and then get up slowly. Susie will schedule you for your next visit at the front desk, ok?" And do not remove your hand until they have responded. Adjust your actions to fit the specific situation. Naturally, with a patient that does not like being touched, respect that but still put the communication in right then and there.
Why would I say to do this? This action communicates to the patient: You are important. Your gains are seen and appreciated. Well done, etc.
Notice And Acknowledge Their Gains
When Mrs. Jones gets to the front desk, it could be you at the front desk same difference. Susie schedules them for their next visit with a smile and handles them appropriately.
Maybe they feel they have had some improvement and are hopeful..., as can be the case early on in treatment; "Mrs. Jones, you are a member of the team now, and we are going to see that you achieve your goals, thank you for making your appointments. The doctor will see you next Wednesday at 3:00, ok?" Be sure and get the patient's acknowledgment. Remember to look at the patient as you are saying this.
Every Member Of Your Staff Must Agree With And Act Upon This Type Of Thinking
These are the first foundational things to get moving on. These actions will cultivate a clientele that genuinely enjoys being in your office and refers others.
Is There More To This?
Indeed, keep reading it gets better.
Pulling Referrals
Ok, once you get steps 1-6 going in your practice, you can begin reaping the fruits of your labor.
First a Quick Review of The Steps
Deliver excellent service.
The actions and mindset of you and your staff count.
The mindset is, every patient knows others that want the same type of gains.
Talk & listen to the patient.
Appropriate bedside manner.
Notice and acknowledge their gains
Bonus step—Every member of your staff must agree with and act upon this type of thinking.
If you have begun implementing these points, you will have noticed a few things
1) You are having more productive interactions with your patients.
2) Your staff are experiencing the same thing.
3) You and your team are becoming a better-coordinated unit.
4) Your patients are enjoying their visits more and are likely having more gains.
5) You have created an environment conducive to referrals.
What's causing this?
With the points above, you are establishing policy. Policy is powerful and necessary for success--I covered that point a bit more in an email, "What Phase 2 Really is," But it's not the point of this blog.
Example of Pulling a Referral
Now that we have covered the groundwork that makes the playing field, it’s time to play the game. “Ready Break” (football talk for let’s approach the line of scrimmage!)
Here comes Mrs. Jones
Mrs. Jones, is making gains, loves being in your office, and enjoys the staff. After her treatment, she says how well she is doing, etc. It can go like this:
You: "Wow, Mrs. Jones, that is so wonderful to hear; it really makes my day. Hey, who do you know that should be in here having the same type of gains that you are?"
(Then let her answer. She may have someone in mind right at that moment).
Mrs. Jones: "Nelly Johnson." she has such bad lower back problems, but I'm not sure how to tell her; you know I don't want to be a meddler..."
You: "I completely understand Mrs. Jones, but we have made that part easy for you; just hand Nelly this coupon for a no-charge consultation and report of findings. Have her call this number on the back here."
Mrs. Jones: "I suppose I could do that."
You: "Great, when do you next see Nelly?"
Mrs. Jones: "Tomorrow morning."
You: "Will you remember to give this to her then?"
Mrs. Jones: "Yep, I'm gonna do it."
You: "OK, let's help Nelly get rid of her back pain. Let's see you are back in on Thursday, right?"
Mrs. Jones: "Yep, that's my next appointment."
You: "Great, if Nelly hasn't called in by then, I will check with you on how it went with her."
Mrs. Jones: "OK, I sure hope she does call and come in. She needs to do something effective about this."
You: "Me too, Mrs. Jones, that's the whole reason we are here."
There are many variations on this primary line, such as the patient can't think of anyone. Help jog their memory, "What family member is always complaining about headaches, back pain, joint pain, migraines, body problems.... This puts their attention on it and up pops John at the meat counter in the local market or something, "Well, no family member but John at the market is always telling me about how being on his feet all day causes him problems...." And you are off to the races.