Most physical therapists in private practice have what they think is a successful practice, that is built depends on a few doctors. However, if anything happens to any of one of these guys, their successful practice would cease to exist. Running a practice for years depending on a few doctors that refer 50% of your business, is not safe.

It happens to most physical therapists and Rehabilitation & Physical Therapists, that have their own practice, even other business types. Most everyone starts their practice with a few doctors that know you and will refer you business. When business slows down, you visit the doctors you know; it's easier and quicker. If you get a lot of referrals you are happy and stay with that group of doctors. If that works, that is good, but it's sort of like putting all your eggs in one basket. They may go out and hire their own therapist, or one complaint, one disagreement and then you are gone. It's not that strong of a base and one word from the doctor's office that they have a new Better physical therapist and all their clients leave you.

Here is one way to increase your referrals working with many physicians and creating a long-term strong physical therapist practice referral base:

1. Go online to a phone directory site (411.com, switchboard.com, etc.) and look up the types of businesses you think would refer you business based on the area you are in and the number of miles away from you that you think people would travel. Usually up to 15-20 miles depending on if you are in a city or suburb.

2. Add these listings to an excel spreadsheet. Cutting and pasting doesn't work because it puts all their info in one field. You would be better off making your own spreadsheet, please refer to the Spreadsheet instructions below.

3. In the last column after you entered in the title for each column add some more for DATE CONTACTED and TYPE OF CONTACT (mailing, phone, visited, etc.), this way you know when you sent them a letter or called them. You can add more columns as you need them. Maybe a NOTES or FOLLOW UP with a DATE column for each one so you can check and update as needed. This is now your contact database.

4. If you want to do a mailing, go to Word and write your letter and then do a MAILMERGE, using the excel database you just made, as your database to link to the letter. This way you can insert their name and address wherever you want and your letter is more personal.

5.If you are going to visit or call then write your notes in the database so you can follow up and know everything you need to know, quickly and easily.

There are programs out there that do this for you also, the excel spreadsheet is the most basic, inexpensive and easiest way to start. The good thing about an excel spreadsheet is that whatever programs you may purchase down the road you can easily export your data from the spreadsheet into the program (this is also why it is VERY IMPORTANT to make a separate column for each field type of data (First name, Last name, etc.)

I would do a mailing first and make it a very brief letter, Explain what type of physical therapist you are. Anything unique you provide. What insurances you accept and payment types, etc. Say you would like to work together referring each other businesses and would like the opportunity to meet them. Include a few of your business cards, list your website if you have one and your cell phone.

This is a good start. With this list you can keep adding to it. You can mail letters, specials, introductory mailings, call them on the phone, visit them and track everything you do with them. You will also see when you look up in the Internet directories that there are numerous doctors at one address. This is a good building to visit and drop off some cards. Talk to the receptionist first. They are a good starting point and they refer business also!

Spreadsheet Instructions:

1. Title each column with the type of data you will put in that column: ie: First Name, Last Name, Business Name, Type of Business, Phone, Address1, Address2, City, State, Zip, Please note, this is the most important part. If you make separate fields for each data, you can sort and make labels, and track better.

2. Don't combine their names into one field (one box in your spreadsheet) by putting their first name in a box and then their last name in another box you can then do a letter merge and use their first name or last name ie: Dear Joe or Dear Mr. Smith or Dear Joe Smith. You have more choices by separating the fields, this is very important.

3. Save the file as your lead list

Author: Donna Nocero