Most practices make an effort to personally thank their referral sources over the holidays for the patients they’ve referred, and the trust they’ve placed with them in doing so. Oftentimes, a gift is given as token of appreciation. The best time to do this is RIGHT NOW. The closer you wait until Christmas, the least impact you’re going to make with your gesture.
Among the many questions I get this time of year about this effort include:
- Who should I acknowledge among all of my referral sources?
- What should I give them as a gift?
- What about their staff?
- Do I have to deliver this personally or could I ship it?
Here are some important factors to consider when acknowledging and thanking your referral sources:
- Focus on your most important sources. Typically the “80/20 rule” applies, where 80% of your referrals come from the top 20% of your sources. These are considered your “A” sources and they should be made the highest priority. Your “B” sources, those that represent the next 15%, should also be recognized and thanked.
- Providing a gift is appropriate but make sure you are within the parameters of any federal Stark laws and state laws within your licensing guidelines. Set a budget for each gift. Instead of the generic food or fruit basket, try to make the gift as personal as you can. Examples include a round of golf if you know the doctor is a golfer or a gift card to their favorite restaurant.
- Consider acknowledging the staff among your “A” sources also. Staff members can also influence where the patient goes for treatment. For multiple staff members, a food basket for the group can be appropriate.
- Gifts should always be delivered personally, whether it’s by the Practice Rep or the Doctor/Practice owner them self. It’s more personal and it gives you the opportunity to thank them verbally for their trust.
- Do it as shortly after Thanksgiving as possible to make the greatest impact. The closer you wait until Christmas, the more you’re competing with every other gift that practice may receive from vendors, pharmaceutical companies and other practices they refer to. Also, don’t wait until after Christmas. Even if you position it as a New Year’s gift, the thought may be that you didn’t take the time earlier to thank them.
If you’d like more insights on how to manage your professional referral marketing effort, contact me for assistance.
Proven Strategies for a Strong, Profitable Practice!
Rich Hachenburg
Founder of Competitive Edge Healthcare Marketing
P.S. Let’s connect on Facebook, Twitter, LinkedIn, and Plaxo.
