The importance of consistent messaging.

We have a relatively new client who commented recently that he sees the same messaging on many of reports and he didn’t understand why.

This large cardiology practice has a very active, marketing savvy, group of physicians and administration who routinely go out into the community to meet with their referral sources.  One physician in particular seems to enjoy this role and he regularly takes his chief administrator with him to conduct lunch and learns and referral meetings in general.  Despite this participation they brought us on to augment and enhance their field efforts.

Recently we submitted a report detailing our efforts with on a particular day where we detailed the capabilities and unique skills of our client including their ancillary services and pre certification support to several practices in the local catchment area.  Many of these practices responded with surprise and interest when we mentioned a particular service surrounding PET scan imaging and the required pre certification process.  In fact we heard this time and again that day where most referring offices were unaware of this service from our client.

When we reported these findings to the administrator he seemed quite surprised and did not understand how these providers were unaware of these services as he himself had recently discussed this with many of the same offices we saw that day.  “I met with this practice myself just three months ago and told them about our Pre-cert support and yet now they claim they were unaware of this?” asked the administrator.  “How is this possible?”

I reminded our client that behavioral science studies prove that it takes 7 points of contact, at a minimum, for most people to hear and absorb your messaging.  Repetition is key in advertising and marketing and you need to reiterate your message many times over to the same person before they truly hear, absorb, and appreciate what you are trying to say.  Now multiply this by numerous providers and staff in a single medical practice and it’s easy to see why we need to reinforce, reiterate, re-position, and repeat the same message several times before referral sources truly “hear us”.

I joke with clients and tell them it’s similar to telling your spouse that you love them.  You can’t say it just once, you need to repeat it and reinforce many times in multiple ways for the message to be truly received and appreciated.

This is what we do.  We get your message through so that referral sources know just how great you are!  Give us a call at 610-310-1621

Practice-Reps recently signed two new agreements with clients in Southern New Jersey.

A four man neck and spine practice signed an agreement for part time marketing throughout south and central New Jersey with a focus on field referral marketing to the medical community and attorney’s offices.  “With 5 offices from Princeton to Sewell we expect to have a significant impact in clinical referrals as well as legal referrals related to automobile accidents for this important client”  Said Michael Ranson, Managing Partner of Practice-Reps.  “We do have good experience in the workman’s comp arena with other clients and we expect that these skills should easily transfer to the legal community as we strive to drive new referrals from this Lawyers involved in court cases related to auto accidents and slip and fall” commented Al Romanoff, Senior Advisor to Practice-Reps.

“The administrator for this client made it very clear to the board that she had no experience in recruiting and managing remote sales people and the task fell directly into our skill set”.  We’re glad to be of help as we strive to see that patients get the clinical benefits of this well trained and committed group of local surgeon” said Ranson.

A large 22 man Cardiology practice also signed on in October after months of discussion’s and consideration by their board.  This is the largest privately owned Cardiology practice in all of south Jersey.  While they are associated with five hospitals here, they realized that the local hospital liaisons were focused more on the hospital service line of cardiology rather than individual practices.  Hospitals often give the impression that they are marketing your practice but in fact they are marketing all groups associated with that service line in the community.  “In this scenario the hospital wins regardless of which practice grows.   You need to ask yourself …who is looking out for your practice?” Commented Romanoff.

Many of our clients experience a 40% growth (avg.), after just 12 months with our services.  We recently concluded another engagement with a local practice where we saw a 17% growth in the first four months alone before the practice was purchased by another entity.

“Our success is the result of decades of experience in this industry.  We know exactly who to hire, how to recruit and train them, and most importantly how to manage them to gain the best return on investment for our clients.  Yes we have turn over just as any employer but we’re responsible for that.  It’s our job, at our cost, to make sure you have the right rep making the right calls in the right area that result in new referrals for your practice” says Ranson.

For more information on Practice-Reps turn-key marketing or their new “train your rep” program contact Mike Ranson at 610-310-1621 or see them on line at

Referral Rep Training for your employees

After multiple requests from many of our clients we’ve finally developed a field marketers training program designed specifically for your employees!

1) Training. Now we’ll take our 20 years of knowledge and experience in referral marketing and train your employee in the best practices in field marketing. This person remains as your employee and you can manage them to serve you and the needs of your medical community as you grow your practice.

2) Recruiting and Training. Another option is to allow us to recruit, hire, and train your new employee for this position. Recruiting and hiring is key to filling any important position and after 20 years we know just what this hiring profile should look like. Let us use our experience to recruit , interview, hire, and train your new employee. When complete, you’ll have a capable and motivated employee who is able to hit the ground running to gain new preferred referrals for you!

As always we’ll retain our turn-key option of offering our trained employees to you on an on-going basis. These folks are hired trained and managed by us and we’re responsible for any turn over as well as on going training and motivation/management of these folks.

Some providers are simply more comfortable with the control and management of a direct employee. Now you can have this along with the experience of training from the leaders in the field of referral marketing representation.

Call today for pricing. Let us show you the affordability and return on investment of this powerful marketing approach!

Avoid these costly marketing mistakes

We’re starting to see more and more providers adopt the concept of direct to referral field marketers for their practices across the country. We’re pleased to see this as it confirms our early belief that direct marketing was the best return on investment for most medical specialty practices.

We’ve been [...] Continue Reading…

CASE STUDY 0026 – We look for opportunities to serve your referral sources on your behalf

We recently experienced a significant increase in referrals for one of our clients, a fertility practice in central New Jersey, and we began to look at what might have changed in our marketing efforts to spur such an increase.  As you might suspect we could not identify a single [...] Continue Reading…

Practice-Reps signs agreement to market Balance Centers in New Jersey

Practice-Reps signed an agreement today to begin marketing a balance testing center in New Jersey to nursing homes, rehab centers, assisted living facilities, etc.

In the past balance testing involved a series of movements and motions which providers assumed were predictive of a patient’s propensity to fall.  These test were [...] Continue Reading…

CASE STUDY 0025 – Hospital Owned Cardiology Practices

In October of 2012 we were recruited to market two large cardiology groups which were purchased and merged by a health system in southern New Jersey.  These practices had been highly successful for decades prior to purchase by a large regional hospital chain and they cared for nearly two [...] Continue Reading…

Practice Liaison, Marketing Rep, Physician Liaison, Practice-Rep… Should you hire your own employee for this position?

We’re starting to see more and more marketing firms offering the concept of direct to referral field marketers to their prospective clients across the country. We’re pleased to see this as it confirms our early belief that direct marketing was the best return on investment for most medical [...] Continue Reading…

Medical Practice Marketing from Practice-Reps

Simple, low cost patient service tips that you can implement today.

• Track all referrals so that you can acknowledge new referrals and measure existing ones
• Consider a well placed ad in your waiting room describing any ancillary services available through your practice or other practices whom you partner with.
• Send patient welcome [...] Continue Reading…


In this series we’ve been talking about facets of referral marketing to consider when deciding whether to hire and manage your own representative to market your practice or to contract with professional medical referral marketers. In parts 1 and 2 we addressed costs and recruiting issues. Here we’ll examine [...] Continue Reading…