The Secret of Success: REAL Relationships
The world of O&P can feel like a complicated dance with patients, referral sources, payers and your own team all playing crucial roles. While each is vital, it's the connections between them – the genuine relationships you build – that truly propel your practice toward success. From collaborating with referral sources to navigating payer intricacies, fostering genuine connections can make all the difference. But how do we cultivate meaningful relationships in a world increasingly focused on efficiency and bottom lines? The answer lies in a shift away from transactions and toward building trust, respect, and a shared understanding of patient needs.
The referral source is the lifeblood of your practice. What are you to them? A Supplier? An afterthought? Or a resource? Obviously, there is only one “right” answer and I hope that you all want to be a real resource…a trusted partner in their practice’s success. What? A ‘partner in their success---are you crazy?’ OK, I hear you and that may be a slight exaggeration, but did I get your attention? What I am suggesting is not an instant fix. It may not even produce perceptible changes for quite some time and it certainly can’t be solely motivated by a desire to get more patients. Wait…what?
Here is where we need to be very clear. I am talking about creating and/or deepening your business relationships, not “friendships” it should never be our intention to deceive. They are not mutually exclusive, but friendship is VERY different. John D Rockefeller once said, “A friendship founded on business is better than a business founded on friendship.” Your ultimate goal must truly be to forge a mutually beneficial business relationship. I believe we need to remember that every situation is unique, and there is no one solution. The key lies in recognizing when to prioritize the friendship and when to focus on the business, always with the aim of achieving a harmonious equilibrium that benefits both realms of life.
Your challenge is to first understand who (what) you are to the referrer today. Most likely, you are a Supplier. There may be adjectives before that noun, but it is not the noun we want. To turn that into ‘partner” you need to begin to establish the relationship so that you can learn how to transform your interactions into what that referrer values. Each person is different, and if you learn that your values and the referrer’s values are at odds, you should pick another one to work with.
Once the courtship is over, the real work begins. Maintaining a relationship is work. It’s not enough to be there only when you need them. No one wants to be around people like that. The successful relationship will allow the referrer to understand how you are a reliable partner in patient care and how you are able to help that referral source maintain their own “book of business.” By positioning yourself as a trusted resource and true collaborator, you build rapport and strengthen referral networks, ensuring a steady stream of patients who already know and trust your capabilities.
Building genuine relationships will set your practice apart. It's not just about the latest technology or marketing tactics; it's about the human connection. By fostering trust, open communication, and shared goals, you create a ripple effect of positive outcomes. Your patients not only get better, they become loyal supporters. Your referral sources become reliable partners. This ecosystem of strong relationships is the foundation of long-term success in O&P, ensuring your practice thrives while delivering exceptional care to those who need it most.
You can apply these same principles to your payer relationships. Do your homework. Figure out who has influence and can be your advocate. Create a business relationship. This is harder than with your referral sources, but this is just as important. You can make a difference in your own sphere.