Every now and then, we hear about an O&P firm that has hired a sales rep to go out and make calls to doctor offices, to visit PTs, discharge planners, and other referral sources. You might hear about those hirings as well and wonder if you should do the same for your firm? Well, the answer is, it really depends!

Yes, the concept of having someone make those important calls and contacts is undeniably a good one. It’s absolutely paramount and good marketing and promotion to keep the name of your firm in front of those key people on a regular basis. Out of sight, out of mind—that old adage holds true in marketing, too. Unless you are the only provider in town, chances are someone else might be jumping in and making those calls or contacts, and suddenly you wonder why that doctor or PT is no longer sending people to you.

So, it’s not really a matter of whether those calls need to be made or whether your  marketing messages should be put out via a newsletter, direct mail piece, or e-mail. The real question for you to decide is whether you need to hire a sales rep to do those things for you. If you are a very large firm and covering a large metropolitan area, that might be the best answer for you, but it’s an expensive proposition to provide salary, benefits, etc., for another person just to make sales calls for you. The return could be justified, though, if the market is large enough to keep that person busy on a consistent basis.

On the other hand, would that sales rep have the O&P knowledge and experience that you or one of your professional practitioners would have? What if the person does get in to see the doctor or physical therapist? Is he or she going to be able to answer technical or patient problems adequately and sound authoritative?

Who’s the best person, then, to make those calls? Ideally, it would be you, but as the owner of your own business, you may not have the time to do this yourself. So ask your certified staff to help out. Younger staffers may not be as busy with patients and usually are very enthusiastic about their profession and eager to share their knowledge. However, realize that not everyone is comfortable with public speaking, so work with your staff to find the person who wants to do this. You may find a staffer who doesn’t mind doing a one-on-one with a doctor or therapist but doesn’t want to speak to a group. Use your staff to the best of their abilities.

One way to position your practice as the best for patients is by establishing yourself as an educational resource. When making your referral contacts, sell what you can offer other to professionals, such as in-services and demonstrations, and talk up your patient success stories and new technology. Make the point of how you are on top of new technology and treatments. Position yourself (and your practice) as the go-to source for difficult cases.

Every time you reach out to a referral source, have literature to pass out, whether it’s a case study, testimonial, or technical information. Of course, every piece of literature will have your name, address, phone number, and website address on it.

Organize your efforts. If you don’t already have one, create a list of your referral sources, so you can systematically contact them and track your progress. Assign your office manager to keep track of new business opportunities, such as openings of new practices, nursing homes, and long-term care centers.

Block out time for referrals. Even if it’s only for a few hours every week, consistency is the key.

And keep “selling” your name to your referral sources. Send thank-you notes when you get a new patient and send follow-up letters, e-mails, or phone calls, letting your referrer know how the patient is improving through the care you are providing. Keep reinforcing your expertise.

If you want the business, then you have to put in the contact work that is required (and it is required). If you haven't been doing the calls or have someone else doing them, start now. You'll be pleasantly surprised, I think, at the results you get.

Whichever way you get it done, make sure it does get done. It’s your key to future business!

—Patty