Marketing and Referral Development

Loren McLeanOrientation

March, 2012

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

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

DISC Chart

D I

S C

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

Sales Funnel1st Visit

2nd Visit

Physician Meeting

Clinical Outcomes

Nurse Education

Tours

CME’s

Clinical Trials

REFERRAL

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