How to Make This a Win-Win Relationship for Estheticians and Physicians
Updated: Sep 15
It's practically a maxim that physicians do not make the savviest business people. The stories I could tell you…
But you may have enough of your own. Even one can trigger your rage rays if you feel a professional relationship is heavily weighted away from you.
Before we take offense and potentially lose what could otherwise be a profitable arrangement, ask yourself a few questions:
When agreeing to refer your clients to a doctor, were you explicit in what you wanted in return? What terms were in the deal?
How did you plan to track referral activity? Any documentation?
Did you engage the physician's office staff as part of conducting this relationship?
Do you meet periodically with the physician to discuss performance and ways to improve or even the desire to continue?
In making any physician/esthetician referral relationship work well, it's always best to have a thorough understanding of why you want one and how both of you believe it can benefit your practices.
Define Your Target Client
Let me elaborate:
Define Your Target Client in Writing
What kind of client or patient are you most interested in attracting from each other's offices?
Acne, skin rejuvenation, and skincare product clients?
Skin cancer, melasma, or scar reduction patients?
It's important to know your target customer and how to refer to one another without infringing on either's core service interests. You want to support one another, not compete. These details are important to list in a written agreement before engaging in one.
Create an Inter-Office Referral Form
Give this form to both your client and the physician's practice. It should include:
Client name and date
The physician to whom you're making the referral
The condition you want the physician to address
Your current esthetic treatment services for this client, including home-care products
That last detail is especially important when defending your planned product regimen against potential suggestions by the physician for replacement products sold in their office. The physician should follow a similar referral system when recommending patients to you.
Get to Know the Office Staff
Become familiar and friendly with the support staff at the physician's office. This includes reception staff, assistants, and even marketing personnel. Their cooperation is essential to making sure established referral protocols are actually followed.
Meet Regularly but Keep It Brief
A quarterly or semi-annual meeting is enough to evaluate and adjust your referral relationship and business growth goals. Physicians are busy. Plan well in advance and keep the meeting as short as possible. They'll appreciate it and be more likely to show up.
Don't Expect Miracles
You're not likely to experience a rush of new clients from this or any referral partner. When I was still in practice, a pediatric clinic sent me a steady stream of teenage acne referrals because I had successfully treated the son of a physician from that group. All four doctors were looking for a referral source for patients who didn't want to resort to drug programs. But that situation was rare.
Remember: even one new client a year, if handled properly, can result in significant additional service and retail income, plus referrals from that client as well.
Building a Strong Referral Network
Establish Clear Communication
Effective communication is key to a successful referral relationship. Make sure both parties understand the expectations and processes involved. Regularly check in with each other to discuss any changes or updates in your practices.
Share Success Stories
Sharing success stories can strengthen your relationship with the physician. When you see positive outcomes from referrals, let them know! This not only builds trust but also encourages them to continue referring clients to you.
Offer Educational Opportunities
Consider hosting joint educational events or workshops. This can be a great way to showcase your expertise and build rapport with the physician and their staff. It also provides an opportunity for both parties to learn from each other.
Utilize Technology
In today's digital age, leveraging technology can streamline the referral process. Use online forms or software to track referrals and client progress. This can help both you and the physician stay organized and informed.
Foster a Collaborative Environment
Encourage a collaborative atmosphere between your practice and the physician's office. This can lead to innovative solutions for clients and enhance the overall experience for everyone involved.
Conclusion
By following these strategies, you can create a win-win relationship with physicians. It's all about clear communication, mutual respect, and a shared goal of helping clients achieve their skincare needs.
Best of luck to you!
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