Referral sources are any persons or businesses who will direct potential clients to our practice. Practices need clients to stay profitable, full stop. Therefore, client referrals are the lifeblood of a thriving mental health practice.
While being good at our job is important, being known for being qualified and effective is how we maintain a sustainable business. Knowing how to grow a referral network is one of the most important marketing tools providers can acquire.
Step 1: Identify Quality Referral Sources
Other Therapists: In many (hopefully most) therapeutic relationships, clients trust the insight and advice of their mental health provider. Therefore, having other providers refer clients, their family members, and friends identifies the referred practice as reliable.
Hospitals: Hospitals see a large swath of the community, as they treat those with physical or psychological illness. After clients are discharged, hospitals are often in the position of finding their patients adequate outpatient care to address their ongoing needs. Being a known practice hospitals can refer to is an effective way to build up your caseload. Directories: It never ceases to surprise me how effective Psychology Today is for not only direct marketing to clients, but also for referrals. Campus counseling centers, doctors, hospitals, friends, and family members often use this search site to find mental health professionals for those in need of services. Creating a compelling Psychology Today profile is a great start to getting referrals.
Specialized Referrals: What referral sources are most helpful is not a one size fits all phenomenon. Depending on your location, specialty, and population, what might be most effective may vary. If you have a niche, this is an opportunity to target specialized referral sources. For instance, if your practice primarily works with chronic illness, you may want to reach out to local oncology specialists to network. If your practice specializes in working with elderly patients, you could speak with local assisted living homes. Think about what other services or institutions align with your own, and go from there.
Step 2: Collect Information Referral Sources Will Need
Before you begin reaching out to referral sources, you will need to prepare your pitch and provide the necessary information about who would be a good fit for your practice. You can begin by answering the following questions:
- What are your areas of competence and specialty? Why does your practice make sense for this individual or institution to refer to?
- What services does your practice provide? (medication management, therapy, psychological testing, etc.)
- What client population do you serve? (children vs. adults, specific diagnoses, etc.)
- What payers do you accept? (private pay, medicaid, insurance panels, etc.)
- What is your availability? (how many openings do you generally have, what hours are you open, etc.)
- In what location do you practice? (telehealth, outpatient office, school, etc.)
What is the most effective way for referrals to get in touch with you? (email, phone, etc.)
Step Three: Begin Reaching Out
Once you have a good sense of who would make a good referral source and know how you will present your practice to them, it’s time to make a move. Networking and creating professional relationships can take many forms. Find one that suits your style of communication.
Email: A simple email stating who you are and what your practice provides can go a long way, especially for practices that may have time constraints.
Phone Call: For a more personal touch, scheduling a time to briefly speak with a referral source to introduce yourself, answer questions, and explore how a referral relationship may be mutually beneficial can be very helpful.
Networking Events and Conferences: Attending and networking at an event or conference is a way to get your name out there to a lot of key players within a relatively short time. Business Cards/Brochures: Having written material about your practice is a way for referral sources to remember you long after the interaction occurs. If you are lucky, they may even be willing to leave your business cards/brochures in their waiting areas or lobby.
