|
Referral source cultivation
Recognizing the hand that feeds you
-- How to measure referrals from other vets
Many veterinary practices work hard to cultivate referrals from other vets. This
is especially true of veterinary specialty centers, emergency clinics and
practices providing services or seeing species outside of standard family vet
care.
But how do you know if efforts to build your referral base are paying off?
The most obvious way is to create a database to help you track and analyze
referrals. Create meaningful parameters to help prioritize targets and focus
future marketing and sales efforts. For example, you will probably want to track
referrals by such variables as:
Size of referring vet practice
Species being referred
Amount of the transaction
Reason for the visit
Establish categories within each of these variables to remove ambiguity and make
it easier to analyze data. Use ranges for numerical data; for example, under
$100, $100 to $200 and $201 or more, for amount of the transaction.
Once you set up a database, tracking inbound data is easy. Determining how
referring veterinary practices perceive yours is more elusive.
Typically, it is difficult to obtain candid information by directly asking other
vets. In addition, there are often multiple staff members who may play a role in
handling referrals. Finally, referral dynamics differ based on the type of
referral. For example, a referral to a local veterinary emergency center is
often handled much differently than a referral to a veterinary neurologist or
other specialist.
To obtain candid information on how a practice is viewed by others, we often
rely on a series of mystery shop techniques. The approach is based on what the
practice already knows or senses about referral patterns and practices. Mystery
shops are best handled by a trained professional who stays focused on essential
data and brings greater objectivity to the process.
Referral source cultivation
Building referrals in the vet community
How can I generate and maintain referrals from other veterinarians? This
question is usually asked by specialty and emergency centers offering services
beyond those available at family vet practices. Family vets may also refer to
one another for reasons including location and species of pet.
Follow these four steps to build and maintain a solid referral base.
1) Listen
How do referring vets perceive your practice now? What is their understanding of
your services and expertise? Why do they refer to you or not? What other
centers are they referring to in addition to or in place of yours?
Without answering these questions, efforts to build referrals are a shot in the
dark.
2) Stay connected
We hear it all the time: We sent them a brochure. They should know about us!
One time communication is NEVER enough. Building referrals is a PROCESS. Staff
members get replaced, information gets misplaced and new materials arrive from
your competition. Stay in front of the practice with a continuous flow of useful
information and updates.
3) Deliver value
Make the referral process easy with quick access to necessary forms and contact
information (center hours, location and services.). Promptly report on patient
outcomes. Look for ways to share specialized knowledge and provide tools to help
vets communicate complex pet health issues and problems to their clients.
4) Gather feedback
Thats right listen again! Ask How are we doing? Gather feedback on your
communication with referring vets. Continuously look for ways to strengthen the
process.
Back to top
Next section:
Websites
|
