All doctors base their practices on referrals, either by word of mouth from patients or from the medical community. It’s good to consider these sources to say thank you throughout the year for all your referrals and help keep your practice afloat. But the consideration you show with an appropriate gift can set you apart from all other doctors.

Once or twice during the year, it would be nice to send all of your doctors or referral sources a nice gift to show them how much you value them and their help. Some doctors will send flowers, a card, wine, or food. Some have sent a nice gift basket with wine and cheese, some have sent gourmet chocolates. All of these are nice and the staff really enjoy them too. But they have become so ordinary. How about we send them something that could be useful in their offices? A doctor looks for books or articles that might be helpful. Some doctors use certain books that are related to their specialty, or a gift subscription to a practice management newsletter, perhaps send one to a colleague as a thank you gift.

Possibly a coffee table book that could be placed in the waiting room. Topics such as art, architecture, travel, aviation or nature. You could even engrave the book with your name on the front and sign the inside with a nice inscription thanking them for helping keep patients healthy.

Have your office staff compile a list of referral sources and set up a database so you can update and keep in touch throughout the year. Also, don’t forget about the patients who have referred patients. This is usually indicated on the patient registration form that is completed at the time of the patient’s appointment. A simple card would suffice or even a phone call. This can be an advantage in that they may only have come once or twice and helps to remind them about your practice and services.

Sending a letter or card to doctors who for whatever reason haven’t referred you lately is a great way to thank them and also possibly start a new relationship for future referrals. If a new doctor has joined a group or opened a new practice, you might want to call them and introduce yourself or send a card welcoming you to the medical community along with your business cards and ask for your cards in return.

Yes, this takes a little time and a small cost, but in the end it’s worth it to show other people that you appreciate everything they’ve done to make your practice a success.