In my book, Relationships and Referrals: A Personal Trainer’s Guide to Doing Business with the Medical Community I write extensively about working with the medical community. I thought I would share my top 10 list of things to keep in mind when seeking to work with the medical community. Each of the top 10 are covered extensively in my book.
10. Be persistent
We’d love to believe that we are the most important person on the mind of your targeted referrals. The reality is that the “sales” cycle for getting medical referrals is often months. Sometimes many, many months. Plant the seeds consistently and when that first referral arrives, you’ll need to shine.
9. Nurture the best and forget the rest.
You will quickly realize that some doctors are advocates of exercise and understand your value. Others just don’t “get it” for a number of reasons. Nurture those that can help you help more people. Even get to know their practice and types of patients so you can have confidence providing reciprocal referrals.
8. Understand your certification doesn’t mean sh*t to a doctor.
Few if any medical doctors will know what the letters after your name mean. That doesn’t mean they are not of value (some of them anyway). Just don’t expect that to open doors for you. Use your education to help validate your work.
7. Don’t market to medical providers the way you would market to clients
Understand that medical professionals refer to whom they know and trust because you will be an extension of their care. They will not refer because of a brochure, web site, business card or ad. These collateral marketing materials are only supplementary to the person or business.
6. Provide them with documentation whether they ask for it or not.
Gather your client’s medical provider’s contact information. Get permission from your client to share your exercise plan with their doctor and send the doctor your assessment and plan. Send an accompanying cover letter and that exercise plan should end up in your client’s file with their provider. Your paperwork will be part your client’s discussion with their doctor at their next visit.
5. Let your reputation precede you.
Use your clients to open doors for you. If you are doing a great job with them, have them make introductions for you to their doctors. Your client should be your biggest advocate with their medical provider which can ultimately lead to more referrals once a relationship is established with that provider.
4. Don’t overstep your professional boundaries.
Most of us are in this business to help people and this may cloud our judgment when a client presents a physical complaint or limitation. Our relationships with our clients are often stronger than the client’s relationship with their doctor. Don’t attempt to diagnosis or “fix” your client because they trust you. Refer them to the appropriate medical provider.
3. Speak the language
Never communicate with a medical professional (oral or written) using terminology that you would use with your clients. An understanding of the terminology is a reflection of your level of expertise as well as being the form of communication they are accustomed to. Medical providers have professional standards they must uphold with their documentation. Providing correspondence to them in this manner also implies that you will comprehend any documentation received from them.
2. Find your niche
Working with medical referrals means working with special populations. Special populations have special needs and special risks. Know a lot about a little versus knowing a little about a lot. Do not attempt to be all things to all people.
1. Know your subject matter.
It’s not a good idea to promote to medical professionals that you do “post rehab” when you don’t know what occurs during rehab. This means from the therapeutic procedures, structures involved and contraindications. Please remember, POST REHAB IS NOT A FORM OF TRAINING. IT IS AN OBJECTIVE.