By Maria Sampalis, OD
Synopsis
Networking with other ODs and MDs is a leading strategy to generate referrals and build your practice.
Action Points
MEET other ECPs in your area by going to optometric association meetings.
ESTABLISH relationships with other healthcare providers for consults and referrals.
ENGAGE in community outreach through charity work, publicize your practice name.
Networking is a life-long business strategy. As a small business owner you must network to grow your practice. It is the importance of the relationship, not the business transaction. You will have to continue to network throughout your career to constantly grow your practice. Other professionals need to know that you are providing quality care to their patients and that there is a trust to refer patients back. In-person meetings are still the best for this kind of networking.
MEET
Get to Know Other Eyecare Professionals in Your Area
Being able to build effective relationships with colleagues is critical. One way to do this is to be associated with your local optometric association. Go to the meetings and mingle with other optometrists. You will be able to create referral networks. For instance, you might meet an optometrist who specializes in low vision and can introduce you to the retinal specialists he or she exchanges referrals with. Many times patients see the retina specialist every six months, but never get the refractive care they might need. This is where you come in. You can speak to these ophthalmologists, letting them know that you have the clinical skills to guarantee competency and that their patients would be well taken care of in your practice.
I have also established good relationships with ophthalmologists who don’t want to fit contact lenses. They then refer patients to me for contact lens fits. Similarly, I have established referral networks with optical shops by sending them patients with insurances we don’t take. They have reciprocated. This exchange is based on trust.
In addition, you can use local meetings with other ODs to learn about key optometric benchmarks by sharing practice numbers. Other optometrists are often business-savvy, too, so don’t be afraid to talk about numbers. This can be a tremendous learning tool, especially since we don’t get a lot of business training in optometry school.
Know the age group of doctors in your area to gauge when they may be ready to sell their practices. Simply talking to these doctors might be a way to learn about patient loyalty and other practice management strategies. But also talk to them to let them know that when they are ready to sell, you would be a good candidate as buyer (if purchasing a practice is a goal). This can open doors to other OD’s who might be looking to sell now, and may give you an early advantage over other prospective buyers.
ESTABLISH
Establish Relationships With Other Healthcare Providers
Sharing information with the patient’s primary care physician can generate referrals. For example, I always send the patient’s PCP their diabetic eye exam information. Doing so tells the PCP that you have provided high-quality eyecare to his or her patient and that you are able to deliver that care to their other patients, as well. This is a way to advertise yourself indirectly. It also is a good idea to call the PCP after a few weeks (get your name out there) to discuss the patient’s treatment options.
Refer patients to PCPs–a lot of patients don’t get regular check-ups. At the very least, refer them to the PCP to get their blood pressure checked.
ENGAGE
Engage in Community Outreach
Introduce yourself to the faculty of nearby schools, community health centers and nursing homes. Send letters to these institutions introducing yourself and letting them know how your practice can help the people they serve. Many of these institutions may already be under contract with an OD, but getting your name out there and getting involved in their activities is crucial. You never know when the OD they contract with will be ready to move on.
For instance, there is a community college across the street from one of my offices. I have introduced myself to the school nurse and now students have their eyecare needs fulfilled at my office.
I also volunteered to set up a local health fair for the college. This opened doors to key individuals in the health office, and now this is free advertising for my practice. People are more receptive if you are offering a service to their organization instead of handing out business cards; human interaction is important. In addition, I sometimes volunteer my services for patients who are unable to afford healthcare, which has offered me an introduction to other doctors in Rhode Island who also are doing such community outreach work.
Use Your Sales Reps
We all have sales reps that come into the office. Get to know them. Their companies provide key business tools to help you grow your business for free. They are trained by industry leaders to help you sell their products and grow your business. They visit other OD and ophthalmologist offices, so they can sometimes also provide an introduction to other doctors to help you generate referrals.
Participate in Your local Chamber of Commerce
Sign up with your local Chamber of Commerce. Go to the events and talk to other business owners in the area. Go to the events and write about the services you provide so the Chamber can include a description of your practice in directories of local businesses. Chambers of Commerce typically include people such as lawyers,accountants and local political leaders. Here you can ask questions and learn from these seasoned professionals. The wisdom of each is needed for a successful business.
Join LinkedIn
You can use this online professional social network to connect with the people you recently met. The impact of constant interaction with other professionals online is tremendous. Endorse other professionals with the knowledge they have and also promote your own experience. The best thing for networking is being well known and keeping effective relationships–and LinkedIn can do that.
Related ROB Articles
Connect the Docs: Make the Connections Required By Healthcare Reform
Optometric Alliances: Your OD-to-OD Educational Resource
Get Involved: The Payoffs from Learning and Networking in Associations
Maria Sampalis, OD, is the owner of Sampalis Eye Care in Warwick, RI, and North Dartmouth, Mass. To contact her: msampalis@hotmail.com
