CBI Health Administrator Development Series Module 1 Generating & Maintaining Referrals.

CBI Health Administrator Development Series

Module 1

Generating &

Maintaining Referrals

2

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

3


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


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

7


Differentiating features from benefits

Shift focus to customer’s perspective

Targeting the listener

8


General CBI features

Clinic-specific features

Patient benefits

Physician & Medical Office Assistant benefits

Employer benefits

Sponsor benefits

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Emotional connections

10


Emotion-driven economy – Quality over quantity

Referrals are often made to an individual, not a company

Personal relationships

11


Qualification and Selection stages

- Fears: Insecurity

Skepticism

- Trust

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Understand your clinic’s clientele and target

accordingly

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Patient types

Know where your patients come from

Focus targeting strategies accordingly

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Generating referrals is everyone’s responsibility

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Link between clinic staff duties and responsibilities

Taking ownership as clinic administrator

Seek opportunities to increase clinic revenue

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Importance of face time with referral sources

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MOA as gatekeeper

No replacement for face time

Focus on tangible results for them

Risk of neglect

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Communication with referral sources

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Tone of communication

Relevant communication, not simply to advertise CBI

Make them an offer

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Acknowledge new referrals

Keep referral sources in the loop

Promotional materials

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Support physician initiatives

Generating business through clinical reporting

Individualize your relationship with referral sources

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Communication with patients

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Booking patients

Valuing patients

Going through paperwork

Answering the phone

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Building awarenessIn the community

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Participation in charitable work

Education sessions for the public

Referencing CBI in social interactions

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Tools measuring referral rates

& referral source profiles

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Track trends and communication with top referral sources

Monitor patient types based on referral source

Tracking forms

Marketing measurement tools and adaptability

28


Measuring customer loyalty and satisfaction

29


Key questions

4 emotional states:

1. Confidence

2. Integrity

3. Pride

4. Passion

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Customer service challenges

31


Customer complaints

32


Understanding clinical services and the service

delivery model

33


Understanding clinical services

Treatment theory

Service delivery model

Service rates

34


Scheduling

35


Ensuring clinician schedules maximize potential clinic revenue

Vacation scheduling

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Generating & Maintaining Referrals

Action Plan

CBI Health Administrator Development Series Module 1 Generating & Maintaining Referrals.

Documents

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