Contributed by Kevin Christie, D.C. of Modern Chiropractic Mastery
We all dislike having to cold-call people, be it over the phone or walking into their place of business. Early in practice, you may need to get out there as much as possible, but once you gain momentum and a patient base, you have leverage. A strategy we implemented using the patient’s contacts for networking and connection opportunities.
Susan comes into our office for low back pain and mentions she has a personal trainer. She loves her personal trainer and is concerned she can’t currently work out. We ask Susan if we could contact her trainer to discuss her condition. With her permission, she gives us the name and contact info, and my staff places that on our Referral Directory spreadsheet.
During my next break in patient care, I will call that trainer, introduce myself, and let them know Susan agreed for us to reach out and discuss her case. I will end the conversation by requesting I stop by the trainer’s gym to introduce myself. Turning this mutual connection into a phone call and then an in-person meeting is more likely to cement an ongoing relationship. This warm lead is much easier to connect with than if I just called or walked into the gym without that mutual connection.
Your patients may have many people who might go into our Referral Directory. There needs to be effective communication between the patient, doctor, and support staff to implement this Referral Directory fully, so make sure the inter-office communication does not have any holes.
The Referral Directory concept is also a great way to increase your public speaking opportunities. A common question I get from chiropractors is how to get more public speaking opportunities in their community.