Page 14 - HME Business, May 2019

Dillon explains how providers can use software to identify new sources: With market data, they can identify and subsequently focus on high-value physicians and healthcare facilities to ultimately capture more market share. At the provider level, Dillon says “you can
drill into this by state, by county, by zip
code even to the street level if you wanted
to be so granular with this data. It really
identifies the low-hanging fruit and can
tell you the physicians or providers in your
geographic area that are writing for the
products and therapies that you support.”
Added Benefits
By utilizing software to manage their referrals, providers can ensure that the information they have is reliable and consistent. Dillon explains, “One of
the biggest missteps is the consistency. With managing a book business and their referrals, providers often let things slip between the cracks, especially
the accounts they need to focus on...
Sometimes it may be maintaining a relationship that’s going really well, other times it may be spending face time or having consistent access to people that you know are higher-volume referral partners but just don’t get enough of your time and attention.”
Electronically tracking referrals partnerships also ensures consistency despite attrition. “In the post-acute space, everyone’s aware that attrition is just a part of the process, and something we hear really often is that when a rep
leaves the company, so does their book of business,” Dillon says. Tracking electroni- cally, “makes the process more seamless and allows the manager or the new rep to come in and pick up exactly where things left off with little to no disruption in terms of transitioning that contact.”
In addition to consistency, tracking
and storing referral data in an automated system increases efficiency. “The time it takes to document things manually and the errors that happen with human data input — it causes more issues than it solves,” Dillon adds. More than that, it streamlines the reporting process, so that providers can run reports about referral partnerships more quickly and share them with the team on a more frequent and consistent basis.
Overall, providers who utilize a CRM for their referral partnerships will, as Ty Bello says, save “time and talent.” With an automatic system and with focused referral management, providers can reduce layers of inefficiency that cut into revenue all while making the most of their referral partnerships. n
“If I’ve done my job, and I know the competitors’ strengths, and I know the competitors’ weaknesses, then I’m going to capitalize on
the weakness because those are my opportunities to win that referral from that provider.”
— Ty Bello, Team@Work
14 HMEBusiness | May 2019 | hme-business.com
Management Solutions | Technology | Products