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EXECUTION Cold calling Rehab Clinics, input requested!

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jb5150

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Jun 18, 2016
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I run a trauma psychotherapy clinic, and I am looking to expand across my state/province. What we do is offer a no fee (free) trauma counselling to anyone who has been involved in a vehicle accident. I am able to provide this due to the fact we have one government funded auto insurance provider.

There aren't many people working within this niche. Currently I have 5 practitioners working for me in their own space, and as already mentioned I am looking to expand. But for that, we need more referral partners. These are occupational therapists, physio therapists, kinesiologists, medical doctors and basically anyone coming into contact with someone who has been involved in a car accident. We have scale as well in that we offer tele therapy.

That said, I am struggling a bit getting out to clinics due to Covid (most clinics are operating on a by-appointment only basis).

So for the time being to build my referral trough/parternships I am left to online outreach.

Here is what I have done:

-created an email template, which I personalize for each clinic we reach out to. The subject line is typically "No fee (direct bill) MVA trauma psychotherapy". Most rehab professionals understand MVA = motor vehicle accident, and many of them find direct billing appealing as it saves them they bother to seek funding for their clients.
-created a poster for fax, and email (upon request) that outlines our service and how we help clinics by providing 3 value attributes:

1. Help speed-up the recovery of their clients/patients
2. Help reduce workload of clinicians in that the emotional/psychological healing is left to us

3. Possibility for future referral partnership (I don't want to make any solid promises on this)

My assistant and I are fixing to contact via LinkedIn (where possible), in addition to email, fax, and cold calls. For some clinics we have treated, or are treating clients (we started keeping a database holding all rehab professionals tending to that client).

Now I want to focus on cold calls.

The reality is a 2nd or 3rd person will be answering our calls. Usually a medical office assistant or secretary etc.

I figure it's best to go straight to identifying ourselves, and a prominent title will have the best chance of receiving attention: Clinic manager/director

It would be ideal to infer that we are (or have) treated a client of the clinics. So if we have that opportunity naturally we'll use it. I would think that offering what is basically FREE psychotherapy would incentivize things enough, but at the end of the day I m thinking that most of these clinic owners want, well, more clients. Maybe that's just the cynic in me speaking.

It should be noted that many clinics will be new/unfamiliar to us. So for this I am wondering if we should simply ask straight away to speak with the clinic director. Assuming in almost 10/10 cases we don't be passed on, at least we can then ask for their contact information.

I am also thinking we should include the pitch (What's in it for them) within those first few moments, something to the likes of:

"Our clinic partners are typically looking to relieve car accident clients of their emotional distress thereby helping them get functional again. Does that sound like what your clinic helps clients work toward?"

Perhaps this should precede us asking to speak with the clinic director.

At any rate, assuming we don't get through, we will then follow-up with an email mentioning that we just reached out to the clinic and offering ways we can help them improve the quality of care of their clients or patients.

I am hoping to get some guidance with respect to my approach as its the first time venturing into cold calling. I know about A.A.A. (Act. Assess. Adjust), and of course things will get tweaked and streamlined along the way.

I am just not sure if there's a more efficient and attention grabbing approach to improve my chances of generating leads.
 

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Lyinx

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How about this, " Hi, we work with xxx government assistance, and have more patients than we can handle, do you guys think you could handle more work?"

Let the fancy talk behind, make it simple.
Oh, and the titles? if they are made-up, they will see right through it, tell them that you work as a salesperson for the company... if the company is slow enough that the "director" can make a phone call, that doesn't sound like your busy.

Just my $.02 :)
 

jb5150

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Jun 18, 2016
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How about this, " Hi, we work with xxx government assistance, and have more patients than we can handle, do you guys think you could handle more work?"

Let the fancy talk behind, make it simple.
Oh, and the titles? if they are made-up, they will see right through it, tell them that you work as a salesperson for the company... if the company is slow enough that the "director" can make a phone call, that doesn't sound like your busy.

Just my $.02 :)
I don't really want to use that (referral source) as a selling point.
 

jb5150

Contributor
Jun 18, 2016
122
42
34
How about this, " Hi, we work with xxx government assistance, and have more patients than we can handle, do you guys think you could handle more work?"

Let the fancy talk behind, make it simple.
Oh, and the titles? if they are made-up, they will see right through it, tell them that you work as a salesperson for the company... if the company is slow enough that the "director" can make a phone call, that doesn't sound like your busy.

Just my $.02 :)
Going by your example, I came up with this as a LinkedIn INMail message:

"


Hi [insert first name], is your clinic accepting new ICBC clients?

I am the clinic director at [Clinic Name]. I’d noticed you help people who had been in car accidents get back on their feet. We too work with such individuals, helping them process and ultimately recover from their post-accident emotional distress.

I am actually looking for rehab specialists to refer our clients to as the need arises.

I was hoping you could answer some questions regarding your service, as we deal with a lot of clients who could benefit from [speciality name]. These clients are often reticent or unfamiliar with [speciality name], and I was hoping to get more information from you about your approach.

Would you be open to connecting briefly over the phone at 1 or 2pm Monday next week?


 

Lyinx

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You have the person on the phone at this time, wouldn't it be more convenient for the customer to discuss it right now?
 

jb5150

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Jun 18, 2016
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You have the person on the phone at this time, wouldn't it be more convenient for the customer to discuss it right now?
Sorry I should have been more clear.

So I am using this for both LinkedIn and cold calls.

I have actually reached out to a few OTs and Physios that had sent me clients in the past. I would simple email them back asking if they had time for a brief phone chat so I can better learn about their approach to their speciality. It's worked very well so far. One sent me a referral later that day, another just invited me to the Rehab clinic she works at on Nov 23 so I can meet the other practitioners.

I am really finding this selling without selling/pitching approach to be effective. That said, I've yet to send it out on LinkedIn. I'll let you know what comes of it.


On a side note, my online outreach approach will look as follows:

1. LinkedIn InMail + Connect note to 1,2, and 3rd tier professionals using the template above. We'll modify it to highlight anything stand-out that person has done.

2. Email (and fax) outreach: I think for this we'll just pitch the 'No Fee Trauma Psychotherapy' service. I am not expecting much of this, but it will be accompanied by 3, the next step...

3. Cold call: for this I'll have my assistant reach-out to clinics to try schedule a phone chat with me and their clinic director/manager. There's not much point in her talking to them as she's not a therapist so she won't be able to give them too much beyond pitching to them what we offer.


What I've done toward the end of my phone convos I ask the practitioner if they can provide me any tangible stuff I can then pass onto my clients. It gets them to email me after the phone convo. I also add "Is there anything I can provide for you to help make your job easier?". I let them sorta hang on this and the last few calls they've asked for things either during convo, or via email afterward.

So far it seems like a much better approach than simply pitching my service and focusing on me.
 

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Make 100 calls and report back actual real world data that can then be used by us to make inferences from. Otherwise you're just doing what everyone does.. talk talk talk
 

Lyinx

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3. Cold call: for this I'll have my assistant reach-out to clinics to try schedule a phone chat with me and their clinic director/manager. There's not much point in her talking to them as she's not a therapist so she won't be able to give them too much beyond pitching to them what we offer.
is there any way that you could be available when she does get a call (if you lose 25% of the customers because you couldn't get back in touch, vs getting in touch with all of them that want to schedule, how much does that make you?)
 

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