1. CBI Health Administrator Development Series Module 1 Generating & Maintaining Referrals

2. 2 Generating & Maintaining Referrals Objectives  Distinguish between CBI features and benefits when communicating with potential referral sources  Appreciate the emotional nature of the relationship between a CBI staff member and the referral source  Recognize the importance of understanding the referral source’s perspective and be able to individualize your message  Gain insight into the role that all CBI staff play in generating referrals

3. 3 Generating & Maintaining Referrals Objectives Implement strategies that focus on spending face time with referral sources Identify important communication strategies when interacting with referral sources Identify important communication strategies when interacting with patients Build awareness of CBI across the community

4. 4 Generating & Maintaining Referrals Objectives Identify the importance of measuring referral rates and monitoring referral rate profiles Identify how to foster & evaluate customer engagement levels Design strategies to deal with customer service challenges Gain insight into clinical services & the service delivery model Understand how scheduling information can ensure clinician time is optimized

5. 5 Generating & Maintaining Referrals Introduction

6. 6 Generating & Maintaining Referrals Section 1 CBI Health Features & Benefits

7. 7 Generating & Maintaining Referrals Section 1 Differentiating features from benefits Shift focus to customer’s perspective Targeting the listener

8. 8 Generating & Maintaining Referrals Section 1 General CBI features Clinic-specific features Patient benefits Physician & Medical Office Assistant benefits Employer benefits Sponsor benefits

9. 9 Generating & Maintaining Referrals Section 2 Emotional connections

10. 10 Generating & Maintaining Referrals Section 2 Emotion-driven economy – Quality over quantity Referrals are often made to an individual, not a company Personal relationships

11. 11 Generating & Maintaining Referrals Section 2 Qualification and Selection stages - Fears:  Insecurity  Skepticism - Trust

12. 12 Generating & Maintaining Referrals Section 3 Understand your clinic’s clientele and target accordingly

13. 13 Generating & Maintaining Referrals Section 3 Patient types Know where your patients come from Focus targeting strategies accordingly

14. 14 Generating & Maintaining Referrals Section 4 Generating referrals is everyone’s responsibility

15. 15 Generating & Maintaining Referrals Section 4 Link between clinic staff duties and responsibilities Taking ownership as clinic administrator Seek opportunities to increase clinic revenue

16. 16 Generating & Maintaining Referrals Section 5 Importance of face time with referral sources

17. 17 Generating & Maintaining Referrals Section 5 MOA as gatekeeper No replacement for face time Focus on tangible results for them Risk of neglect

18. 18 Generating & Maintaining Referrals Section 6 Communication with referral sources

19. 19 Generating & Maintaining Referrals Section 6 Tone of communication Relevant communication, not simply to advertise CBI Make them an offer

20. 20 Generating & Maintaining Referrals Section 6 Acknowledge new referrals Keep referral sources in the loop Promotional materials

21. 21 Generating & Maintaining Referrals Section 6 Support physician initiatives Generating business through clinical reporting Individualize your relationship with referral sources

22. 22 Generating & Maintaining Referrals Section 7 Communication with patients

23. 23 Generating & Maintaining Referrals Section 7 Booking patients Valuing patients Going through paperwork Answering the phone

24. 24 Generating & Maintaining Referrals Section 8 Building awareness In the community

25. 25 Generating & Maintaining Referrals Section 8 Participation in charitable work Education sessions for the public Referencing CBI in social interactions

26. 26 Generating & Maintaining Referrals Section 9 Tools measuring referral rates & referral source profiles

27. 27 Generating & Maintaining Referrals Section 9 Track trends and communication with top referral sources Monitor patient types based on referral source Tracking forms Marketing measurement tools and adaptability

28. 28 Generating & Maintaining Referrals Section 10 Measuring customer loyalty and satisfaction

29. 29 Generating & Maintaining Referrals Section 10 Key questions 4 emotional states: 1. Confidence 2. Integrity 3. Pride 4. Passion

30. 30 Generating & Maintaining Referrals Section 11 Customer service challenges

31. 31 Generating & Maintaining Referrals Section 11 Customer complaints

32. 32 Generating & Maintaining Referrals Section 12 Understanding clinical services and the service delivery model

33. 33 Generating & Maintaining Referrals Section 12 Understanding clinical services Treatment theory Service delivery model Service rates

34. 34 Generating & Maintaining Referrals Section 13 Scheduling

35. 35 Generating & Maintaining Referrals Section 13 Ensuring clinician schedules maximize potential clinic revenue Vacation scheduling

36. 36 Generating & Maintaining Referrals Action Plan