You're an independent soul, you trust your skills, and your clients are ... well ... your clients. But the bond you've built with them and their pets prevails. You've chosen the high road.
What's next? The decision has been made, but the network remains just an idea. What are the nuts, bolts, and good manners
of building a referral network?
The American Animal Hospital Association (AAHA) recently completed a final draft of referral guidelines (See AAHA guide to smooth referrals). The 10-person task force focused almost entirely on communication issues meant to "bridge the referral communications gap"
in establishing healthy referral networks (visit http://www.aahanet.org/ for complete guidelines).
Build it and they will come
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Cheryl Waterhouse, DVM, a primary care veterinarian based in Fresno, Calif., and Kelly Diehl, DVM, MS, DACVIM, an internal
medicine specialist at the Veterinary Referral Center of Colorado (VRCC) in Englewood, Colo., see communication at the center
of the modern referral network practice. Both have been big believers in the referral network for years, and they're happy
to see the idea has reached the mainstream of veterinary thought. Providing the best healthcare for pets is at the core of
veterinary medicine, after all. And a strong referral network is an important piece of that care. But how does one go about
stretching the boundaries of the individual practice to include a network of pet healthcare providers?
A habit of connecting
From the sidewalk outside the Waterhouse Animal Hospital, the horizon is already pretty broad. In the center of California's
expansive Central Valley, Fresno's Dodger blue skies stretch all the way from here to there. In 1995 when Dr. Waterhouse moved
to Fresno, she was already adept at stretching the edges of her practice as wide as possible.
"I was referring clients back when I practiced in Des Moines and Kansas City," she recalls. "My personal philosophy was then
as it is today—offer clients and pets the highest level of medical care available. Sometimes that means referring to a specialist."
After setting up shop on Cham-plain Drive, it didn't take long for Dr. Waterhouse to reach out and extend her practice. Through
networking with other veterinarians and colleagues in the Fresno area, Dr. Waterhouse introduced herself to area specialists.
Over the years, Dr. Waterhouse and her newfound colleagues developed strong professional bonds and shared many positive client
experiences. What made it work was getting rid of the thought that she was just in business for herself—and it opened up a
door to better healthcare for her patients and clients.
"Specialists are an extension of your primary care practice," she says. "You shouldn't think of them as your competitors.
You should think of them as an arm you use to reach out and grab the ultimate prize—a stronger relationship with the pet and
the pet owner."
Dr. Diehl, a VRCC specialist since 1997, says clients know how much you care about their pet by the actions you take.
"I have had very few clients over the years that were upset at their primary care veterinarian because they were referred,"
she says. "Most clients see it as a demonstration of the primary care veterinarian's concern for their pet. Since the goal
is to give the pet the best care possible, referral is just one more step to accomplishing that goal."
Dr. Waterhouse and Dr. Diehl say the nuts and bolts of building a successful referral network include knowing where and why
you refer. However, any structure will crumble and fall if not maintained. They say close communication is the cohesive element
that keeps a referral network strong. If you communicate effectively, there will never be a lapse in the higher level of care
the pet and client deserve.
