The Number 1 Factor in Physical Therapy Referral Marketing

David Straight November 1, 2019 Marketing To Doctors

As the old saying goes, people buy from people they trust. How do you establish and maintain trust? Here are four easy ways to accomplish this today and improve your physical therapy referral marketing program.

1. LOOK LIKE A PRO

Like it or not, in this world, looks matter. A professional appearance conveys respect to the doctor and office staff, suggesting that you care enough to look like a professional for them. If you look the part, then the doctor or office staff will trust your authority, and that trust can then be built upon.

2. KNOW YOUR PROFESSION

Sharp style can only get you so far — especially when talking to a doctor with some knowledge on rehab of neuromusculoskeletal problems. Make sure you know the latest research that supports a referral to physical therapy, how your care can specifically solve a problem for that doctor’s patients, and what your competition does inside and out. Then share your information with confidence through intelligent, insightful conversation to build further trust.

3. KNOW SOLUTIONS TO PROBLEMS BEFORE THEY DO

In sales, the saying is that “everyone’s favorite subject is themselves.” That’s why when you take the time to really know their practice, the patients they see, what they think about treatment, and even solutions to problems they haven’t yet thought of, you immediately create authority and trust.

Do your homework and ask questions. Get to know your referring physician’s business, and then drop a little knowledge in your conversations to show you’re concerned about them. (Hint: Have you looked at your referring physician’s online reputation? If it’s not great, let them know about it and share the process to help them improve it.)

4. KEEP YOUR COMMITMENTS

It’s such common sense but so rare! If you follow through with your commitments, you’ll quickly earn a physician office’s trust. Why? Because so many don’t keep their commitments.

If you fail to follow through on the little things, how do referring physicians know they can trust you when it really matters? More importantly, how will they know you are fully invested in the patients they refer to you? Just like you, they are very busy and do not want to waste their time with people who may damage the relationships they have with their patients.

Don’t worry though, it’s easy to prevent these problems — just keep your commitments.