Physicians rely on email, so much so that they provide their preferred email address for the information they need - even a personal email address. It makes sense, then, that email can serve as an effective, targeted channel for driving referrals.
You know who’s referring outside your network. Talk to them. Engage them. Even reprimand them.
An email campaign targeted to out-referrers can begin a productive dialogue between administration and physicians.
Use it to create transparency, address leakage, promote your system’s strengths, and measure response.
But, do so in a targeted manner. In addition to your broad-reach hospital system newsletter, create a specialized newsletter to strengthen your service lines, and the staff who support them.
Deliver specific hospital news to referrers who will find it most meaningful. Higher relevance leads to better response from recipients both in and beyond your system.
Doctors listen to doctors. Create a program that enables physicians to share hospital news with other alumni from their medical school.
Your own key opinion leaders can provide motivating and inspiring content that reaches the right audiences near and far.
As information spreads, it will build your reputation beyond your immediate service area.