Cover Story: Doctor, Heal Thyself
Often, of course, the specialty has far more potential than it has realized.
"Typically, they may be getting referrals from just … 15 [percent] to 50 percent of the referring physicians in the market," Bakewell says. "So there's … untapped opportunity there.
Bakewell says they talk to practices about what they're doing during the next year. "They may have a new office they're opening. They may have a procedure that they're doing that's a new procedure—that's a leading-edge procedure. They may have new equipment the referring physician would want to know about."
This consultation leads to the creation of a marketing calendar. A typical one may include eight physician-to-physician communications during the year.
Then PracticePlus personalizes the WordOut templates, or the practice can do so itself by uploading logos, physician signatures and facility photos. For instance, the practice can modify copy in the templates for a new doctor.
"Then they're able to pick who they send it to," Bakewell says. "So they're still at their keyboard. We've got all of the referring physicians by geography and by specialist. And it's typically … referring physicians or primary care physicians or OB/GYNs or internal medicine docs. But specialists can refer, too. And they can pick, 'OK. I want to send this piece to all primary care physicians, OB/GYNs and internal medicine docs within these six counties.' It'll tell them how many records that is. It'll tell them the cost to do that—from production all the way through fulfillment, mail house, etc.
"And then they can click 'send' and the database is picked, the piece accompanies the database and it all goes to a print production and mail fulfillment center to send out," he says. "So that can be done in five minutes or less. Typically at 25 percent of what it would cost them at that quality level to do it if they retain an agency."