Okay, so Beth King sent me a monster email asking about contacting health care providers and asking for referrals. The last couple entries have addressed letters of introduction and resources for examples.

This entry is about marketing to and educating doctors about massage after you’ve sent out the formal letters.

Engage Your Clients
You should start by looking at your clients’ HCPs anyway. These are medicos who have already seen the effect of your work. Your clients have most likely mentioned you to their doctor. Capitalize on that. Start with them.

If you haven’t already, ask your clients who their favorite medical practitioners are. If any of the doctors share your focus, make a note of it.

Ask your client if they know what the process is to get on their provider’s “CAM preferred provider” list. I, personally, used to be with Group Health Cooperative. GHC had a page on their site where I could recommend an MT or a naturopath to be on their CAM list.

Get to Know the Front Desk
When you’re in good with the “secretary” you’re in. Come on, you all remember your school secretary; she was the one who was really in charge. Call and ask for the office manager. Ask them if they have a moment or if you can make an appointment to talk.

Tell her or him that you would like to talk about how the doctor, LPN, dentist, chiropractor, etc. goes about gathering referrals. Tell them you want to “do it right the first time.”

Ask: Do they refer out? What kind of information does the doctor need? What kind of practitioner does the doctor refer out to? What are the doctors main complaints about people she/he refers to?

Send a thank you note. Don’t forget. If you hit it off and all the stars align, the secretary can become your advocate.

Newsletters
After you’ve created at least a cordial relationship with an HCPs office, be sure to send them copies of newsletters, flyers, emails or other updates. (Ask if you can send emails.) Keep reminding folks that you are a professional, an educator and an expert. Because you are. They need to refer their patients to you.

Think Big. Act Big.
I’ve talked about tandem marketing a couple times. This would be a great time to give it a try.

One thought: Gather a couple few body/energy workers together and plan an 60-90 minute education seminar. Invite HCPs and their staff. Really. (Because the doctors, LPNs, etc. aren’t going to have time to go. But their staff might like a break in their routine.)

Gather up all your leads and invite them all. Send information packets with facts and articles about the benefit of all of your specialties. Include a summary page briefly discussing how each bodywork specialty benefits the patient.

Send invitations to each office. Advertise in the paper and radio. Go into each office with a flyer or copy of the original invitation and introduce yourself to whatever staff is in sight.

Emphasize the benefits of them coming to your seminar. “Chance to win in-office chair massage for your entire staff. All questions answered. No risk, no commitment. An opportunity to meet us on neutral ground. Free lunch.”

After All
You are a professional who is reaching out to other professionals. Your common cause is your love and devotion to your clients’ health. Keep that common theme at the forefront of every communication and you’ll do well.

All my best,
Eileen