When you market to physicians, everything depends upon your ability to capture their attention, differentiate your agency from its competitors and deliver a powerful message. How do you develop a successful strategy that will differentiate your agency and, ultimately, generate referrals? In part one of this article, we will discuss steps 1 and 2. We will conclude with steps 3, 4 and 5 on Wednesday, Feb. 24.

A physician is a businessperson, just like you. In addition to caring for patients, physicians have three core business needs to meet to ensure success:

• Increase revenue for the practice
• Decrease costs
• Improve efficiency and staff efficiency

Your agency's success depends on your ability to engage physicians and position your agency as best able to meet these core business goals. Jumpstart your physician referral marketing efforts by aligning your marketing to the physicians' needs:

Step 1: Develop Your Value Proposition
Competition for patients is fierce. Develop a solid plan for differentiating your agency to physicians by identifying:

• Unique aspects of your agency that can be summarized in a one-minute attention-getting presentation
• Three things you can offer physicians that will affect one or more of their core business goals
• Tangible benefits you can offer ,in addition to excellent patient care, which demonstrate your unique strengths in meeting physicians' needs

Your marketing will be significantly strengthened by providing physicians and hospital staff with the data necessary to demonstrate results. Mention your agency's proficiency in taking care of patients only if you can back it up with data. Persuasive data includes identifying:

• Expertise with specific patient types or in treating specific diagnoses
• Measurable health status improvements demonstrated in our patient population
• Hospital readmission rates for specific conditions

Step 2: Prepare Your Presentation
Be compelling. You have limited time in which to capture the physician's attention. Prepare a one-minute pitch that addresses how your agency's key differentiators meet the physician's specific goals, then build a five minute presentation that expands on that pitch, to be used if time allows. Be sure to start your presentation with the most persuasive points and data!

Read Part 2 of this series