By this point, you know that having data to present to referring physicians is important—crucial even—when it comes to effectively marketing your practice and increasing new patient volume. After all, referring providers want to send their patients to the rehab therapists who produce the best outcomes and the highest satisfaction ratings. And while anecdotes are great, they may not be enough to convince a potential referrer that you’ve got what it takes. But the question remains: what kind of data will have the most impact? Here are five data points you can use to better market yourself—and your practice—to referring physicians:

Untapped Potential: The Art of Discovering and Selling Your PT Value - Regular BannerUntapped Potential: The Art of Discovering and Selling Your PT Value - Small Banner

1. Total Visits to Discharge

Who doesn’t want to get better faster? Every referring provider—and patient, for that matter—wants to find the rehab therapist who delivers the best outcomes in the fewest visits. After all, no one wants to be in pain longer than they need to be—and an excessive number of appointments can be cost prohibitive. So, knowing the average number of visits before discharge for diagnoses that are relevant to each referring physician can be incredibly helpful in winning new business. For example, if you have data demonstrating that you restore function in post-TKR (total knee replacement) patients faster than your competitors, then you’ll surely want to share it with the orthopedic surgeons in your area.

2. Outcomes Data

That said, speed isn’t everything—and you certainly don’t want to prioritize quickness over quality of care. That’s where outcomes data comes in. Being able to objectively prove that you produce the results patients and referring providers are looking for is critical to forming solid referral relationships. After all, exceptional outcomes data on relevant diagnoses and cases can establish you as the go-to therapist in your field. It can also help you win over physicians in large healthcare systems who may otherwise refer to therapists who are also in that system. Just be sure that you’re using industry-standard, reputable outcome measurement tools so the data is relevant to the providers you’re trying to win over.

3. Patient Satisfaction and Loyalty Scores

Excellent outcomes data is great—but it won’t mean much if your patients aren’t pleased with you or your practice. In fact, no matter how great your care is, an unhappy patient may not be able to see it. And unhappiness can stem from a number of things, including communication challenges, billing issues, long wait times, inefficient flow between exercises, and a lack of positive rapport. With the increased focus on patient-centric care, referring physicians are more interested than ever in ensuring that their patients have a positive experience with the care providers they recommend. So, make it a point to monitor your patients’ feelings about your practice—and respond to feedback quickly. If you use a nationally recognized metric—like Net Promoter ScoreⓇ (NPSⓇ), which measures loyalty—then you’ll be able to provide potential referral partners with a meaningful number they can easily compare to other rehab providers.

4. Number of Reviews and Average Star Rating

Another measure of patient satisfaction is the number of online reviews you amass—as well as the average star rating of those reviews. To boost your online reputation, you’ve got to have a system in place for asking patients to review you—but you probably wouldn’t want to ask patients who aren’t happy with your services. Instead, make it a point to leverage your already-pleased patients—as identified by their NPS scores—to serve as brand ambassadors and sing your praises from the rooftops (or at least on major online review sites like Yelp and Google). That way, you can direct prospective referral partners to your pages on these sites so they can get a feel for how their patients may experience your practice.

5. Therapist Education, Training, and Special Certifications

If you—or your staff—have years of experience, specialized training, specific certifications, or any other relevant qualifications that speak to your ability to treat a particular patient population, then that’s certainly something you’ll want to mention when marketing your practice to potential referrers. (It’s also something you’ll want to highlight on your website and marketing materials, because patients will want to know this about you as well.) If you don’t, you may want to consider obtaining some relevant credentials—or perhaps even a board certification—especially if you think it will enable you to better care for your ideal patient population.

There you have it: five stats your referring physicians want to hear. Have others that you’ve found to be successful when marketing to referring physicians? Please share them in the comment section below. And don’t forget to check out our upcoming webinar on the topic: Ditch the Donuts: Referral Marketing Strategies that Actually Work

  • 3 Word-of-Mouth Marketing Strategies for PTs, OTs, and SLPs Image

    articleMay 28, 2019 | 5 min. read

    3 Word-of-Mouth Marketing Strategies for PTs, OTs, and SLPs

    If you’ve been reading the WebPT Blog for a while now, you’ve probably heard us mention word-of-mouth marketing fairly often. After all, it’s a super important part of any successful PT, OT, or SLP marketing strategy. But, we’ve yet to publish a post specifically on generating this type of referral—until now. What is word-of-mouth marketing, you might ask? Word-of-mouth marketing happens when you create a positive experience for a patient and he or she speaks highly enough …

  • The PT's Guide to Increasing Physician Referrals Image

    articleMay 7, 2019 | 8 min. read

    The PT's Guide to Increasing Physician Referrals

    With some form of direct access now available in all 50 states, the physical therapy industry has come a long way in the quest to be able to reach patients first. As a result, PTs are now better able to own their role as primary care coordinators for patients with musculoskeletal conditions —and patients are benefiting from more conservative first-line interventions. That said, physician relationships and referrals are still an important piece of the new patient—and thus, …

  • The PT's Guide to Building Better Referral Relationships Image

    articleMar 20, 2019 | 9 min. read

    The PT's Guide to Building Better Referral Relationships

    We’re big fans of patient-centered marketing —especially now that all 50 states have direct access laws that allow PTs to, at minimum, evaluate patients without a referral. But that doesn’t mean you should rely entirely on word-of-mouth to bring in new clients. After all, many states have limited direct access laws that prevent PTs from having full control over their patients’ medical journey—and many payers still require some degree of physician involvement in therapy care plans. So, …

  • 5 Simple Marketing Tips for SLPs Image

    articleMay 20, 2019 | 6 min. read

    5 Simple Marketing Tips for SLPs

    Marketing your speech-language pathology (SLP) practice with a goal of increasing new patient volume can be complicated, but it doesn’t have to be—especially if you have a solid plan in place. To help you formulate a marketing strategy that is not only effective for your speciality, but also easy to implement, we’ve curated these five super simple tips that you can act on now (hello, new patients—and new revenue): 1. Identify your ideal patients. According to the …

  • Patient Marketing vs. Referral Marketing: Which One Matters More to PT Practices? Image

    articleJun 14, 2019 | 5 min. read

    Patient Marketing vs. Referral Marketing: Which One Matters More to PT Practices?

    PT practices with limited marketing resources are eager to know where they should focus their efforts—and their dollars. Yet, as with so many other marketing-related questions, the answer to whether you should concentrate your energy on patient marketing or referral marketing isn’t cut and dried. That’s why, in this post, we’re exploring the factors practice owners should consider as they create their marketing plan—and budget. Spoiler alert: There’s good reason to dedicate resources to both building a …

  • How to Effectively Manage Your PT Clinic’s Online Reputation Image

    articleJun 3, 2019 | 6 min. read

    How to Effectively Manage Your PT Clinic’s Online Reputation

    You’ve heard the adage, “perception is reality,” right? Well, the way your patients—and potential patients— perceive your practice is their reality, whether it’s rooted in truth or not. That’s why it’s imperative that you make a concerted effort to manage your clinic’s reputation both in-person (by providing an exceptional patient experience ) and online (by following up on negative reviews in as close to real time as possible). While you may not be able to prevent someone …

  • What’s a Value Prop, and Why Does Your PT Clinic Need One? Image

    articleApr 1, 2019 | 6 min. read

    What’s a Value Prop, and Why Does Your PT Clinic Need One?

    We’ve written a gazillion posts about the importance of selling the value of physical therapy—as well as the value of your specific services. After all, so few of the patients who could benefit from receiving physical therapy are actually receiving it. Thus, it’s clear that most of the general public still doesn’t understand what this profession is capable of —namely, helping people restore function, improve wellbeing, and recover from injury without relying on dangerous, costly interventions such …

  • [Quiz] Is Your PT Clinic Marketing to the Right Patients? Image

    articleMar 25, 2019 | 1 min. read

    [Quiz] Is Your PT Clinic Marketing to the Right Patients?

    We’ve been talking about the importance of marketing directly to patients for a while now. After all, patient-consumers are taking an even more active role in their healthcare decisions . But even PT clinics that do market their practices to patients often do so without having a strategy in place. And that’s concerning, because if you’re not thinking strategically about how you’re spending your marketing dollars—not to mention your time—then you’re probably not going to see the …

  • FAQ: Ditch the Donuts: Referral Marketing Strategies that Actually Work Image

    articleMay 30, 2019 | 18 min. read

    FAQ: Ditch the Donuts: Referral Marketing Strategies that Actually Work

    Earlier this week, Dr. Heidi Jannenga, PT, DPT, ATC, WebPT President and Co-Founder, and Bruce Watson, PT, MS, CEO and Founder of 48 Consulting Group, joined forces to discuss the modern referral marketing strategies that actually work—and the ones that should get left in the dust. During the hour-long presentation , we received a bundle of questions from viewers—some of which our hosts didn’t have time to answer. So, we compiled a list of the most common …

Achieve greatness in practice with the ultimate EMR for PTs, OTs, and SLPs.