The key to encouraging repeat referrals is the patient's positive experience with the specialist. "Once patients are sent to us, then they act as our emissaries," Drews says. "We hope that they will return to the physician and say that they were treated well." When this happens, referring physicians tend to have greater confidence making future referrals to the specialist.

If patients have negative experiences, referring physicians generally wait to see if a pattern develops. "Sometimes, people merely don't like what the doctor has to say," Lansing says, or there may simply be a personality conflict. Too many patient complaints, however, will likely have a negative impact on the flow of referrals.

Lansing adds that the information transferred to the specialist's office has to remain confidential. "Patients are assured of this," she says. Miller explains that there is an "unspoken sort of privacy" between the two physicians during the course of the patient's treatment.

Although RMA counts on new business from local OB/GYNs, Drews says satisfied patients are responsible for about half of the practice's referrals. "We know that for most people, [fertility treatments] are something that they really would not go through by choice, and so we make the experience as palatable as possible," he says.

Patient satisfaction surveys are distributed to identify areas of the practice in need of improvement. "Everyone — from the employees in the front office to those in the procedure room to those performing the procedures — is extremely sensitive to the results of those surveys," Drews says. Staff raises are based on the results; the surveys are also used to assess the effectiveness of office operations.

To develop and maintain relationships with referring physicians, make sure they know who you are and what services your practice offers. Sponsoring special events can certainly be a plus, but the real key is the quality of care you provide. Referring physicians will gain confidence when their patients report back with a positive experience, and are apt to send more new patients your way.

Andrea King can be reached via editor@physicianspractice.com.  

This article originally appeared in the March/April 2002 issue of Physicians Practice.