You schmooze, you lose: How to win referrals and influence doctors

Specialists don't need a dog-and-pony show to land referrals. Primary care physicians just want them to be attentive -- and skilled.

By Mike Norbut, AMNews staff. Feb. 3, 2003.

Malcolm Deam, MD, has learned over the years that to land a boatload of referrals, specialists don't need to lure primary care doctors with slick brochures and glad-handing. While trolling the room may make a big splash initially, it's consistent availability and prompt attention that keep colleagues biting.

"I would rather provide quality service instead of trying to schmooze someone with candy or flowers," said Dr. Deam, an infectious disease specialist from Oak Park, Ill. "The most important thing is accessibility and promptness in communication."

Like in any business, gaining referrals depends a lot on relationships, but what some specialists are learning is that the relationship does not have to start with a free lunch. Save the fruit baskets, primary care doctors say, pay attention to details and stay in touch, and the relationship will probably grow.

"What I always tell doctors is the No. 1 way to gain or keep referrals is to have a high respect for the referring doctor," said Charles Wold, president of Wold Consulting in Phoenix. "You want to make sure you show appreciation, thanking him for having the confidence in you."

In other words, glitzy gimmicks are out, and old-fashioned responsiveness in. The letter template that specialists have that begins "It was my privilege to treat ..." could still be one of the best marketing tools.

The business of referrals, of course, is a subjective one, and it seems each doctor and consultant has theories about how to get them and observations on style vs. substance.