The biggest
challenge in obtaining referrals from the medical
community is gaining their trust and respect first
so that the referrals come later. Such a task seems
easy enough; however, this can be a much larger
mountain to climb. Most physicians have very little
experience working with optometrists. Medical
physicians “don’t know what they don’t know” about
optometrists, therefore it is very important that we
O.D.s take the time to educate them on what we’re
trained to do.
Making It
Happen
There are several ways to network with the medical
community. One of the best ways to start the
referral process is to invite doctors one-on-one to
lunch, dinner or breakfast. This approach provides
you the opportunity to network in a relaxed,
informal setting with the physician and allows you
both to get to know one another professionally and
personally. Besides promoting yourself to the
doctor, be sure to come prepared with business cards
and brochures of your practice so that he or she can
leave with information about you and your practice.
Whenever possible, invite the physician back to your
practice for a tour so that he or she can see
firsthand the state-of-the-art technologies that
your office uses. When I have the opportunity to
give the physician a personal tour, I always have a
technician take a retinal photograph of that
doctor’s eyes. Many physicians have never seen the
backs of their eyes and they are always quite impressed. This
is an excellent way to promote the medical aspect of
our training as doctors of optometry.
Don’t Drop the Ball!
Having a technologically savvy practice is an
important selling point when promoting your practice
to the medical community, but it’s just as important
to have a functional office flow in place for
sending letters back to the referring physician in a
timely manner. You should send a thank you note for
a new patient referral or a courtesy letter
detailing your findings to the physician every time
you receive a referral. I always send letters
regarding a received referral to the referring
physician and will follow up with a personal phone
call if I feel it appropriate. A thank you or a
courtesy call is an easy step to take, yet many
O.D.s aren’t taking the time to do this.
Put Yourself In Their Shoes
If you think about it from the physicians’
perspective, it is quite a foreign concept to them
to refer outside of their community. For the most
part, M.D.s were never really appropriately educated
on an optometrist’s training; therefore, they aren’t
as comfortable referring their patients to us. The
only way to bridge this gap is to reach out to them
and educate them about the vital role an optometrist
can play in their patient’s care. |
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Starting Strategies
When trying to network with other doctors
throughout the medical community, don’t rule out
school nurses, teachers and other health
professionals such as chiropractors, podiatrists
and dentists. Many of these health professions
are great advocates for optometry. School nurses
are a great resource. Assist them with their
school screenings if state law permits. This is
a fantastic way to build a relationship with the
nurse and build your pediatric practice. -
Kelly Kerksick, OD
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