One of the obvious difficulties facing most HME providers today is overcoming the negative perception that physicians often place upon sales representatives who call on them. While they are salespeople and we are counting on them to sell, there is an often unfair correlation between our reps and the stereotypical slimy used car dealer. Not every used car dealer is slimy, and not every HME sales rep visiting a physician is looking for a referral without any thought to the care or treatment of that physician's patients. In my experience, developing patient stories is an effective way to push the conversation toward helping patients get the best possible service while also building relationships with your referral sources that lead to being recognized as a partner in patient care.
I speak from experience when I say that all the tools you need to develop a patient story are already at work in your company. Are you sending your salespeople out during setups to connect with their patients? By seeing the solutions they are providing and becoming a part of the delivery of care, your sales reps become a key element of each patient's treatment. From this specific place sales reps are able to connect with their referral sources as partners in care. It also opens the door for patients to report their experiences back to the physician, which can increase your referrals more than you could ever do on your own.
What makes up a patient story?
An important fundamental rule of creating a patient story is to understand the day-to-day difficulties facing your patients and how they prioritize them. While you may be the best storyteller in the world, a care practitioner is going to know what co-morbidities are priorities for your patient. Are you placing a CPAP machine because the patient is unable to get rest or because the patient's spouse wakes up every time he or she stops breathing? Is there a related heart condition or other chronic illness? There are so many possible scenarios that can arise; the only way to truly meet your referral sources on their level is to become a part of their care plan.
I am not advocating that your sales team go on every delivery—that would not make sense strategically or financially. Having your sales reps go out when you acquire a referral from a new source or an established source that is not referring the number of patients you expect can provide them with the tools they need to better communicate with a patient-centered focus. Physicians and practitioners care about their patients, and you need them to know that you and your sales reps care, too.
How can you turn a patient story into a tool for referrals?
Developing a patient story takes persistence and time, but the return on investment is often far greater than the cost. Below I have outlined five ways that a patient story can benefit your sales and marketing efforts.
1. A patient story shows your referral sources that you care about the well-being of their patients.
Without your referral sources, you would not have a business to run. Without patients, those referring physicians would find themselves in the same situation. A patient story illustrates you are invested in protecting their practice and reputation. You are a partner that takes care of their needs and you are an asset when their patients require home medical equipment.
2. A patient story educates your salespeople about the good they provide.
Being part of a patient story has the ability to empower your team with the tools necessary to communicate what matters most to your referral sources. It is hard to fake that kind of authenticity. Your team will take pride in the good they accomplish by being part of the experience. This can have a lasting effect on the way they view their position, and the way they represent the agency as a whole.
3. A patient story is not limited to that patient's physician.
The power of experience has no limitations. A patient who saw dramatic improvement to his quality of life from the assistance you provided creates a story you should absolutely share. If the individual is the actual doctor's patient, then the doctor almost always wants to learn more about him. If he is someone else's patient, then HIPAA dictates you would not use his name but does not prohibit you from sharing his story. The impact is almost always better when you share the story with his practitioner, but a great patient story will always have a profound effect if presented correctly.
4. Patient stories are often about the patient's environment, not just the products.
A patient story is not always good, but it is almost always effective. Placing a key treatment in the home can be important, but so can helping the doctor identify safety issues the patient may be experiencing. Being able to outline the patient's response to a therapy or treatment can provide the missing communication the physician needs to properly diagnose that patient's issues. Keeping the doctor aware of how compliant your patient is in applying his or her treatment can be life-saving. These communications delivered from your front-line salespeople will reinforce the idea that you are personally invested in a physician's patients.
5. Customer Relationship Management (CRM) can provide the tools necessary to ensure the story lives on.
Having your salespeople participate in the delivery of care provides them with the tools they need to build stronger relationships with their referral sources. While introducing the patient story technique can positively affect the trajectory of your company, using stories consistently and effectively is where your efforts will prove most beneficial. Utilizing a purpose-built CRM that easily manages not only your patient stories, but also their application to your referring physicians will provide visibility into the success of your sales and marketing efforts and allow you to make smarter, faster decisions for growth.
This article is the fourth in a five-part series. Each segment will focus on best business practices and relevant HME topics. Have questions or comments? The author wants to hear your patient stories. Contribute to the conversation online through PlayMaker's social media channels (LinkedIn, Twitter and Facebook) or subscribe to their blog.
