Form your own networking group
By Lynne Sullivan, DC

Everyone knows that networking is a great way to build a practice and get new patients. But not all networking groups are effective.

Some groups require a great deal of time; others ask for considerable financial or other commitments. And some function as social clubs instead of referral groups.

After becoming exposed to a few referral groups that left me disenchanted, I decided to start my own. I enlisted the help of one of my patients with whom I had already established a referral relationship. Here's how we did it:

• Membership. We decided to limit membership to 12 healthcare-related professionals. The reason for 12 members was to allow each person to host the meeting once per year. And a small group would allow us to get to know each other — and trust each other — essential keys to making referrals.

We invited people with whom we had business contacts. The only requirement for membership was that the business had to provide a health-related service to the community.

Our group is comprised of a chiropractor, a renewal center (spa) owner, an acupuncturist, a massage therapist, the proprietor of a home safety store, a family therapist, a naturopath, a clinical hypnotherapist, the proprietor of a childcare center, the director of the YMCA, a life counselor, and a dentist.

• Member responsibilities. Each member agrees to host a light lunch once each year. And each member commits to attend the meeting.

In addition to attending the monthly meeting, each member is also responsible for participating in one external event on behalf of the group per year. This might be a health fair, a screening, or a talk.

For example: In October, my office co-sponsored the Northern California Golf Expo at the fairgrounds. This event attracts more than 4,500 people. We set up a booth, and the members of the referral group shared time and cost.

• Meetings. We established a set meeting time — the third Wednesday of every month at noon. For our group, a luncheon meeting worked best because it didn't interfere with family or personal commitments.

The meetings are informal: Outstanding business is discussed first. Then the host is given the opportunity to showcase his or her business and field questions.

• Group promotion. Because our group wants to become known in the area as a resource for the community's healthcare needs, we are in the process of developing a brochure and Web site that has information on each business.

Each member is encouraged to display marketing materials (brochures, pamphlets, or business cards) of the other members in the reception area or other prominent area to make referral of clientele easy.

• Specials. Our group encourages members to offer "specials" to clients they refer. For example: I offer a free initial exam for referrals from each member. I provide special "referral pads" to each member to make it easy for them to refer.

Networking is an easy way to acquire new patients. We started the group eight months ago, and I have received many referrals. The cost is low, the time minimal, and the rewards great.

SIDEBAR:
Sample networking mission statement

Lynne Sullivan, DC, is the proprietor of Sullivan Chiropractic Center in Pleasanton, Calif. She can be reached at drsully@drsully.com or through her Web site at www.drsully.com.