Post on 13-Jan-2016
CBI Health Administrator Development Series
Module 1
Generating &
Maintaining Referrals
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Generating & Maintaining ReferralsObjectives
Distinguish between CBI features and benefits when communicating with potential referral sources
Appreciate the emotional nature of the relationship between a CBI staff member and the referral source
Recognize the importance of understanding the referral source’s perspective and be able to individualize your message
Gain insight into the role that all CBI staff play in generating referrals
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Generating & Maintaining ReferralsObjectives
Implement strategies that focus on spending face time with referral sources
Identify important communication strategies when interacting with referral sources
Identify important communication strategies when interacting with patients
Build awareness of CBI across the community
4
Generating & Maintaining ReferralsObjectives
Identify the importance of measuring referral rates and monitoring referral rate profiles
Identify how to foster & evaluate customer engagement levels
Design strategies to deal with customer service challenges
Gain insight into clinical services & the service delivery model
Understand how scheduling information can ensure clinician time is optimized
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Generating & Maintaining Referrals
Introduction
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Generating & Maintaining ReferralsSection 1
CBI Health Features & Benefits
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Generating & Maintaining ReferralsSection 1
Differentiating features from benefits
Shift focus to customer’s perspective
Targeting the listener
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Generating & Maintaining ReferralsSection 1
General CBI features
Clinic-specific features
Patient benefits
Physician & Medical Office Assistant benefits
Employer benefits
Sponsor benefits
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Generating & Maintaining ReferralsSection 2
Emotional connections
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Generating & Maintaining ReferralsSection 2
Emotion-driven economy – Quality over quantity
Referrals are often made to an individual, not a company
Personal relationships
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Generating & Maintaining ReferralsSection 2
Qualification and Selection stages
- Fears: Insecurity
Skepticism
- Trust
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Generating & Maintaining ReferralsSection 3
Understand your clinic’s clientele and target
accordingly
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Generating & Maintaining ReferralsSection 3
Patient types
Know where your patients come from
Focus targeting strategies accordingly
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Generating & Maintaining ReferralsSection 4
Generating referrals is everyone’s responsibility
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Generating & Maintaining ReferralsSection 4
Link between clinic staff duties and responsibilities
Taking ownership as clinic administrator
Seek opportunities to increase clinic revenue
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Generating & Maintaining ReferralsSection 5
Importance of face time with referral sources
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Generating & Maintaining ReferralsSection 5
MOA as gatekeeper
No replacement for face time
Focus on tangible results for them
Risk of neglect
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Generating & Maintaining ReferralsSection 6
Communication with referral sources
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Generating & Maintaining ReferralsSection 6
Tone of communication
Relevant communication, not simply to advertise CBI
Make them an offer
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Generating & Maintaining ReferralsSection 6
Acknowledge new referrals
Keep referral sources in the loop
Promotional materials
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Generating & Maintaining ReferralsSection 6
Support physician initiatives
Generating business through clinical reporting
Individualize your relationship with referral sources
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Generating & Maintaining ReferralsSection 7
Communication with patients
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Generating & Maintaining ReferralsSection 7
Booking patients
Valuing patients
Going through paperwork
Answering the phone
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Generating & Maintaining ReferralsSection 8
Building awarenessIn the community
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Generating & Maintaining ReferralsSection 8
Participation in charitable work
Education sessions for the public
Referencing CBI in social interactions
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Generating & Maintaining ReferralsSection 9
Tools measuring referral rates
& referral source profiles
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Generating & Maintaining ReferralsSection 9
Track trends and communication with top referral sources
Monitor patient types based on referral source
Tracking forms
Marketing measurement tools and adaptability
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Generating & Maintaining ReferralsSection 10
Measuring customer loyalty and satisfaction
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Generating & Maintaining ReferralsSection 10
Key questions
4 emotional states:
1. Confidence
2. Integrity
3. Pride
4. Passion
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Generating & Maintaining ReferralsSection 11
Customer service challenges
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Generating & Maintaining ReferralsSection 11
Customer complaints
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Generating & Maintaining ReferralsSection 12
Understanding clinical services and the service
delivery model
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Generating & Maintaining ReferralsSection 12
Understanding clinical services
Treatment theory
Service delivery model
Service rates
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Generating & Maintaining ReferralsSection 13
Scheduling
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Generating & Maintaining ReferralsSection 13
Ensuring clinician schedules maximize potential clinic revenue
Vacation scheduling
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Generating & Maintaining Referrals
Action Plan