1. Marketing and Referral Development Loren McLean Orientation March, 2012

2. Creating a Sales Plan Consider: – center administrator targeting new practices (currently not referring) – Educators target existing referring practices Know what works – Mystery shop your own practice Put referral development time in your calendar

3. Gaps New PCPs – pigeonhole roles (RD = nutrition only) Seasoned PCPs – scope of knowledge less than endocrinologist Perception of threat to PCP panel Self-referrals vs PCP referrals – patients want to come to the Joslin but PCP won’t refer PCP understanding of referral process – medical referral is B&W; education referral is gray Patients do not see value of education

4. DISC Chart DI S C

5. Disc Chart Driver – Biggest fear: loss of power – Expect things done now Intuitive/Expressive – Biggest fear: loss of social approval – Highly optimistic Steady – Biggest fear: loss of control – Makes lots of lists, change is painful Compliant – Biggest fear: loss of peace – Uses data to rule out risk

6. Sales Funnel 1st Visit 2 nd Visit Physician Meeting Clinical Outcomes Nurse Education Tours CME’s Clinical Trials REFERRAL

7. Homework Internal Sales Plan – people who are critical to the success of the program Sales Funnel – for each program 3 P’s – Purpose, Process, Proceed Great Questions – write them down Features & Benefits – create a grid Proof Source Tool Kit – to overcome skeptics with data Key Objections – have these in mind