Question

Topic: Strategy

Getiing A Meeting With A Doctor?

Posted by Anonymous on 8/26/2010 at 3:40 PM ET 250 Points
I have just started marketing for a Imaging and dianostic center and need help marketing to doctors. I have made cold calls, which have not been to encouraging, and every time I go to a office Im stopped at the front or the office manager. They usually blow me off saying they will "let the doctor know" or promise to deliever but nothing. any suggestions on how to "close the sale" with doctors and/or office managers to convince them to send patients our way.
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RESPONSES

  • Posted by CarolBlaha on 8/26/2010 at 3:45 PM Member
    Its not going to take one call, or even 3. And why would they, as an unknown they'll trust their valued patients?

    Persevere. Develop a referral card, and state clearly info about returning the patient to the referring doc. Docs are paranoid their patients won't return.

    Attend specialty functions. Host one. I worked with a new doc having the same trouble. She did and it started to break the ice. Tout especially anything "state of the art" you have in equipment.
  • Posted by mlang on 8/26/2010 at 4:20 PM Accepted
    Working for a company that sells to imaging and diagnostic centers I can give you some words of advice as many of our sales people have experienced the same blockers you are experiencing with the referring physician.

    Make an appointment with the office manager - she or he is the one you need to get on your side to see the doctor -in fact, that person may be the real decision maker anyway.

    Put together a marketing kit that touts your points of difference -

    Answer why should the doctor start referring you over his current preferred center - besides state of the art equipment what else do you offer that might make a difference to him or her?

    For example:
    Do your radiologists read on site and results turn around sooner than your competition?

    Do you have an environment that will appeal to his patient demographic (women, children, or seniors)?

    Do you have anything special in place that adds to patient comfort, exam accuracy, reduced call backs, etc

    Do you have hours that are convenient for patients who work during the day? Evening and weekend appointments are a big plus

    Do you have patient testimonials as to why they prefer coming to you or refer you to friend?

    Do you have bilingual staff on hand to help interpret for non-english populations?

    As Carol had mentioned, you do need to meet and greet. Another way to do so is to hold an open house and invite surrounding doctors to tour your facility (be sure to provide food) and have them meet your staff - including physicians

    Also - do your homework - some physicians are partners with some imaging groups and will refer exclusively there. My ObGyn's staff always try to make me drive 40 minutes away from where I live when there are at least 3 imaging centers within a 5-10 minute drive from my house. In this instance - you may need to market direct to patients and educate them that they do have the right to choose where they go for imaging.

    Good luck to you
  • Posted on 8/26/2010 at 4:26 PM Accepted
    Great advice and suggestions above. The most important thing, from my perspective, is to offer a compelling reason why the doctor should refer imaging cases to you instead of wherever he/she is referring now. Without that you're wasting a lot of time and effort.

    (I've working in medical/diagnostic imaging before, and I understand the problem. It's imperative that you have a compelling reason-why, a WIIFM for the referring physician.)
  • Posted on 8/27/2010 at 10:51 AM Author
    This helps a lot, I have been meeting with office managers, and hoping it should get me some positive feedback soon, thank you and more help is appreciated!
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