Step one should be the collection and analysis of consumer data from all possible sources.  This helps all who communicate with customers know the content of that communication and potential next steps.  This central repository helps an organization personalize the communication and track the process.

For a tool, you have a wide choice of options.  You can use something as simple as Access.  Or off-the-shelf options include GoldMine and ACT!  There are many other software tools that can help you collect data, monitor communication and transactions and they range from simple on-tool tools (HighRise) to more complex, enterprise wide options.

Having a database of information for your consumer allows you to focus on the needs and preferences of your “customers.”  Understanding what your customers want will help you work toward their needs and develop relationships.  You can organize and analyze the data that you collect to determine preferences and drive your efforts toward responding to those needs.

Customer relationship management as a tactical technology tool can help you gain insight into the behavior of your customers.  This can ensure physicians and patients are served in the best possible way. Customer relationship management helps organizations recognize and pay attention.  Keep in mind that while a technology tool can help collect and analyze this kind of information, it is the overall strategy and culture of the organization that puts energy behind this information and creates a responsive process.

Step two should be using your insight to improving communication with your consumer. Targeted communication that gets in the hands of your potential customer as they need it versus sending blanketed mailings to everyone with no particular focus hoping something will appeal will save the organization money and will improve the relationship with the individual target.  They will not feel bombarded with non-focused communication.

No surprise that different customers prefer different communication channels.  Certainly newer digital channels and social media tools offer greater opportunities to directly personalize messages.  But don’t throw out traditional methods which may appeal to a sector of your market.  The message is to carefully segment your market for both message and channel.  That new mom might find information on your FaceBook Fan page really helpful as she deals with the adjustments of having a baby in the house.  The grandfather who can’t finish a golf game without visiting the restroom several times might find a post card about your prostate services more helpful.

Working out the above is a matter of re-prioritizing your internal communication approach based on the insight you garner from data collection – the following are basic but sound steps to employ:

• Communicate to the customer based on their needs; avoid silo approaches.
• Use customer information from the entire organization and centralize it to make customer profiles and develop a more in-dept understanding of your customer.
• Segment your market.
• Communicate with the various segments as one entity – do not overwhelm your target with multiples communications and messages.

Whether you are focusing on your physician relations program or want to have  a more targeted approach with potential patients,  the need to track and measure nurturing activities is a basic outgrowth.  The information flow works in both directions so that significant market intelligence is collected as these relationships are cultivated.  The more individuals working on a specific relationship, the more navigation is required so that the target is not overwhelmed by a disorganized flow of information from various sources.  Technology can serve the process by easing the management and integration of information.  Use technology to enhance your developing relationships by being more focused in your communication and more aware of what your individual customer wants and needs.

So where should you start?

The Hospital

Seems like it would be a “no-brainer” for the call center and marketing department at your affiliated hospitals to be disseminating your information but this is sometimes an overlooked area. Think about that call center operator and imagine how much more enthusiasm they might provide a newcomer to the area if they have actually met you – the physician? Taking the time to introduce yourself to call center personnel and the individuals in the marketing departments helps them put a real face on their work and also lets them know you respect and appreciate the work that they do. Along these same lines, make sure that the individual charged with the hospital’s website has your information. Ask them if they engage in any social media platforms like Twitter and find out what kind of information they like to have from medical staff members. And, of course, make sure that the public relations teams has a good sense of your services and find out if they have a speakers’ bureau they promote to local organizations. Can you and your service be one of the topic areas of interest?

Practice Partners or Former Colleague

If you are taking over a practice for a retiring physician, make sure there is a hand off between the former provider and you. Letters mailed to all existing patients about the practice changes help prevent leakage and provide you with a solid and respected introduction into the community. This communication process also works well if you are joining a practice. Your new colleagues can send a letter to their existing patients about the new provider/new specialty.

The Medical Community

Go beyond simply providing an announcement to the members of the medical community and get personal. Face to face introductions make a huge impression. Take the time to arrange introductions. Consider who will be most likely to refer to you and get out to meet those individuals on their turf – their offices. You can also introduce yourself to office personnel for in most cases, they will handle the mechanics of the referral and it helps them to really know who you are.

Ask the medical staff leadership to introduce you or call or drop by on your own. And of course, make sure you do send out those announcements to all potential referrers and to any non-physician referring sources as well. To reinforce your presence, send out the announcements first and follow-up with the face to face contact. And then, send out a letter to those contacts thanking them for their time and reiterate the services you offer. This in an ideal time to include a rolodex card with your contact information. In a short period of time, you provide three “touch” points and demonstrate your communication abilities.

Outreach Tasks

You have covered the basics – hospital promotion centers and the medical community. But don’t stop there! In order to develop relationships, you have to be out in front of people. Help them get to know you by some of the following actions:

· Offer an Open House in your new office for referral sources.

· Offer an Open House with a health twist for the community – free screening or healthy check-list.

· Participate in CME lectures.

· Partner with a fitness center or health spa and provide a service screening.

The Real Basics – Don’t Overlook

Once you start getting referrals from providers, make sure you are worthy. Worthy? This goes beyond provide good care for these patients. You need to make sure you provide easy and convenient access for your referral sources. If they need to talk to you, make it easy for them to do so. Instruct your office staff to be warm, friendly and HELPFUL. One unpleasant conversation with you or a staff member can turn a referral source into a non-source and they won’t come back.

Close the loop once the patient has been seen. This is an easy quid pro quo (this for that) that must be done. If a referring provider sends you a patient, be sure to call them/email them/fax them and tell them what happened with THEIR patient. Make sure they are the first to hear the news. Make them feel like a partner in the care and tending of THEIR patient.

Providers understand that their medical work is based on their relationships with their patients and referral sources. But how do these relationships get started? How do you demonstrate trust and credibility at the onset?

Building a practice is building a brand. Your public persona is always out in front even if you are not within the confines of your practice. Every step you take outside of our office is likely to reflect on you as a physician. If you are coaching your child’s baseball team, community members will appreciate your knowledge of the game and of children, but they will also consider what you might be like as a physician. If you belong to any civic groups or do any community volunteering, you will be building your reputation.

Serving on hospital committees and the informal conversations with ancillary health care workers or the nurses who deliver care in the hospital present opportunities for others to get to know you and for you to understand more about how the hospital’s culture works. This is great exposure to encounter potential referring sources, as well.

The building blocks of any relationship require good, clear communication. If you are new to the community, you may want to contact potential medical referring channels. Introduce yourself, alert them that you are building a practice and ask to get to know them with a lunch or coffee invitation. Being upfront with your request will let others know that you are a straightforward communicator.

Responsiveness sends a caring message. Once you have initiated some contacts, make sure you are responsive and follow-up as you have indicated. Little moments, like returning a phone call within 24 hours or following up on an action as you have indicated help inform others of how you operate and that you are a person who does what you say you will do. These subtle messages build the platform for credibility and set a relationship on the road of mutual trust and respect.

And, one key habit that is useful at all times is listening. Whether with a colleague, a potential patient or a bank teller, listening and not interrupting is a good habit to maintain. Patients often complain that they feel like their physician is so rushed, he/she doesn’t have time to hear what they are saying. Nothing speaks quite so loudly as listening. Having the extra moment to demonstrate you are listening reinforces that you think the other person is important and you care about what they have to tell you.

Time is scarce especially when initiating a new practice. Starting up-front with good relationship building habits will serve you and others for the long-term.