CBI Health Group Manager Development Series Module 1 Generating & Maintaining Referrals

2 Generating Business & Referrals Objectives Distinguish between CBI features and benefits when communicating with potential referral sources Recognize the importance of understanding the referral source’s perspective Be able to individualize the message based on the referral source Appreciate the emotional nature of the relationship between the CBI employee and the referral source

3 Generating Business & Referrals Objectives  Gain insight into the role that all CBI staff play in generating referrals  Identify the importance of measuring referral rates and customer engagement levels  Implement strategies that focus on spending face time with referral sources  Build awareness of CBI across the community

4 Generating Business & Referrals Objectives  Identify important communication strategies  Understand methods of fostering customer engagement  Design strategies to deal with customer service challenges  Examine the role of manager in meeting customer expectations

5 Generating Business & Referrals Section 1 CBI Health Group Features & Benefits

6 Generating Business & Referrals Section 1  Differentiating features from benefits  Shift focus to customer’s perspective  Targeting the listener

7  General CBI features  Clinic-specific features  Patient benefits  Physician benefits  Employer benefits  Sponsor benefits Generating Business & Referrals Section 1

8 Generating Business & Referrals Generating Business & Referrals Section 2

9 A) Understand your clinic’s clientele and target accordingly  Patient types  Know where your patient comes from  Focus marketing strategies accordingly

10 Generating Business & Referrals Section 2 B) Generating referrals is everybody’s responsibility  Link between clinical staff duties and referrals  Managers are not solely responsible for marketing  Clinical team concept

11 Generating Business & Referrals Section 2 C) Emotional connections  Referrals are often made to a clinician, not a company  Personal relationships

12 Generating Business & Referrals Section 2  Qualification and Selection stages Fears: – Insecurity – Skepticism Trust

13 Generating Business & Referrals Section 2 D) Importance of face time with referral sources  Constructive team meetings  Medical office assistant as gatekeeper

14 Generating Business & Referrals Section 2  No replacement for face time  Focus on tangible results for them  Risk of neglect

15 Generating Business & Referrals Section 2 E) Communication with referral sources  Focus on relevant topics, not simply marketing CBI  Ask for the sale  Acknowledge new referrals

16 Generating Business & Referrals Section 2  Update referral sources regularly  Support physician initiatives  Share success stories  Generating business through clinical reporting

17 Generating Business & Referrals Section 2 F) Building awareness in the community  Participation in charitable causes  Individual volunteering  Developing relationships with other service professionals

18 Generating Business & Referrals Section 2  Education sessions for the public  Referencing CBI in social interactions

19 Generating Business & Referrals Section 2 G) Developing Business Referrals  Employer relations  Services for specialized groups

20 Generating Business & Referrals Section 2  Furthering relationships  Relationship with local chamber of commerce

21 Generating Business & Referrals Section 2 H) Develop tools to measure referral rates and maintain referral source profiles  Monitoring communication  Track top referral sources

22 Generating Business & Referrals Section 2  Monitor patient type based on referral source  Marketing measurement tools and adaptability

23 Generating Business & Referrals Section 2 I) Fostering customer engagement  Striving for excellence Accuracy Availability Partnership Advice

24 Generating Business & Referrals Section 2 J) Measuring customer loyalty and satisfaction  Key questions 1. Overall, are you satisfied with CBI? 2. Would you recommend CBI to a family member or friend? 3. Will you continue to choose CBI?

25 Generating Business & Referrals Section 2  4 emotional states: 1. Confidence 2. Integrity 3. Pride 4. Passion

26 Generating Business & Referrals Section 2 K) Customer Service Challenges  Customer complaints  Developing a discerning eye

27 Generating Business & Referrals Section 2 L) Role of managers  Align employee strengths to meet customer expectations  Initiate, sustain, and restore customer emotional states  Intensify the consistency of the emotional state

28 Generating Business & Referrals Action Plan