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Marketing and Referral Development

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  1. Marketing and Referral Development Loren McLean Orientation March, 2012

  2. Creating a Sales Plan • Consider: • center administrator targeting new practices (currently not referring) • Educators target existing referring practices • Know what works • Mystery shop your own practice • Put referral development time in your calendar

  3. Gaps • New PCPs – pigeonhole roles (RD = nutrition only) • Seasoned PCPs – scope of knowledge less than endocrinologist • Perception of threat to PCP panel • Self-referrals vs PCP referrals – patients want to come to the Joslin but PCP won’t refer • PCP understanding of referral process – medical referral is B&W; education referral is gray • Patients do not see value of education

  4. DISC Chart

  5. Disc Chart • Driver • Biggest fear: loss of power • Expect things done now • Intuitive/Expressive • Biggest fear: loss of social approval • Highly optimistic • Steady • Biggest fear: loss of control • Makes lots of lists, change is painful • Compliant • Biggest fear: loss of peace • Uses data to rule out risk

  6. Sales Funnel REFERRAL

  7. Homework • Internal Sales Plan – people who are critical to the success of the program • Sales Funnel – for each program • 3 P’s – Purpose, Process, Proceed • Great Questions – write them down • Features & Benefits – create a grid • Proof Source Tool Kit – to overcome skeptics with data • Key Objections – have these in mind