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Piyush Chimankar
Future Leaders Programme
Management Intern
Objective:
How do we build a robust doctor referral programme?
Purpose:
Doctor referral can create a continuous source of hot leads for slimming services.
Data collected:
- Understood doctor referral program from AMM
- Visited some of the doctors for referral tie-up with AMM
- Spoke with doctor to understand doctor-doctor referral and incentive system
Target Doctors:
Gynaecologist: They can refer patients post-pregnancy for weight loss or cases with
conceiving issue because of obesity. These would be hot leads for weight loss and would be
potential client.
Physiotherapist: They can refer patient who are troubled because of obesity and need
immediate options for weight loss.
List of doctors approached:
Sr.
no Doctor Name Speciality For centre Initiated by
1 Asha Khatri Gynaecologist Indiranagar AMM
Anoo General
2 Chenagappa Physician Indiranagar AMM
3 Amrita Rao Gynaecologist Indiranagar AMM
Lalitha
4 Bhaskar Gynaecologist WOC/Sadashivnagar AMM
5 Bingi's IVF Gynaecologist Jayanagar Self Initiated
Recommendation:
Flow for doctor referral:
- AMM approach doctors and explain the scheme with product offerings and gauge the
level of interest showed by doctor.
- Ask doctor to visit the centre to get a better understanding about the system from
experts. This would help building the trust.
- CH/ACH to follow up depending on the interest showed by doctor
- Create a unique ID for doctors willing to participate in the referral program and link
the referred client to the doctor in the system. This would help in building credibility.
- Offer gift hamper on first referral made
Incentive offering
- 10% commission on bill amount excluding taxes.
- Additional benefit like free services, products, etc after every 5 referral converts
- Increase in percentage commission on introducing a doctor to this program and
successful conversion of first referral. Incremental 1% commission on each successful
referred doctor. Upper limit to be 15%.