Podcast Summary: Private Practice Startup Podcast

Episode 161: The Referral Network Hiding in Plain Sight (Nov 9, 2019)
Hosts: Dr. Kate Campbell & Katie Lemieux
Guest: Michelle Hardman, LPC, MBA (Certified Daring Way Facilitator, Primed Planner Creator)

Overview

This episode explores a critical—yet often overlooked—source of referral growth for private practice clinicians: the “referral network hiding in plain sight.” Michelle Hardman joins Dr. Kate and Katie to unpack practical, relationship-first strategies for building a powerful, authentic referral base, debunking common networking myths, and maximizing resources you already possess.

Key Discussion Points & Takeaways

1. Reframing Networking for Clinicians

• Networking is Relationship-Building:
  Michelle reframes networking anxiety, noting that clinicians are “professional relationship-builders,” transferring their therapeutic skills to professional relationships.
  • "We sit in a room every day, all day, and build relationships. We don’t have a business if we can’t create therapeutic rapport.” — Michelle (05:18)
• Relationship, Not Sales:
  Networking is about showing empathy, understanding others’ pain points, and offering value; it’s not about self-promotion or handing out business cards.
  • "Sales does not equal marketing and marketing does not equal sales. Marketing is all about creating a relationship and showing that you can empathize... and have subject matter expertise." — Michelle (06:26)

2. The “Gross Factor” of Traditional Networking

• Authenticity vs. Aggressive Tactics:
  Aggressive or transactional approaches (e.g., mass business card handouts) are off-putting and ineffective.
  • "If we’re building relationships and we’re grossing people out because we can’t tell them enough about me, me, me... that message is all wrong." — Michelle (07:44)
• Networking ≠ Cold-Calling:
  Instead, Michelle advocates an “organic” approach, emphasizing continuity of care and using existing client data to begin relationships with other professionals.

3. Leveraging “Hiding in Plain Sight” Referral Sources

• Intake Forms & Contact Forms:
  Intake and contact forms are goldmines for potential referral sources.
  • Always include (and require) a “How did you hear about me?” field.
  • Add questions about prior/current healthcare providers (e.g., physician, psychiatrist, other counselors).
• Collect, Track, and Follow Up:
  • Consistently track referral data to identify and nurture your top sources (apply the 80/20 rule).
  • "It’s not enough just to collect and then reach out one time. We really have to cultivate a plan and a way to monitor this for ourselves and hold ourselves accountable." — Michelle (14:25)
• Direct Connection Beats Gatekeeping:
  With appropriate releases, contact providers directly, bypassing front desk “gatekeepers.”
  • "If you go straight to the provider and you send that email... there’s no front desk to deal with, right? You’re in right away, immediately." — Michelle (11:43)

4. Relationship Marketing: Consistency & Personalization

• In-Person Visits & “Showing Up”:
  • Face-to-face engagement (even if brief) creates more memorable, authentic relationships than mass mailings or cards.
  • "Nothing better says 'I’m invested in this' than showing up in person... I just think the return on your investment and the time and energy... is so much greater." — Michelle (16:19)
• Personalization & Being Memorable:
  • Thoughtful, personalized gestures (e.g., unique gifts, hand-written notes) deepen professional bonds.
  • Organizational tools (like Michelle’s Primed Planner) help keep track of these ongoing efforts.

5. Community Engagement as Referral Source

• Participate in Local Activities:
  • Attend or participate in relevant local events (health fairs, library programs, youth/senior center activities).
  • Ensure your efforts are focused on venues aligned with your target client.
• Be Authentic and Consistent:
  • "When you’re going to these workshops, events and things like that, it’s really being of value and showing up authentically as yourself. That’s really what people are attracted to." — Katie (23:31)
  • Nurture, don’t “hot-wire” connections.

6. Overcoming Overwhelm: “Small Bites, Often”

• Organize, Track, and Take Small Steps:
  • Small, consistent actions in tracking, follow-up, and relationship-building are the foundation for a thriving referral network.
  • "Start small and take this stuff that’s literally hiding in plain sight and grow from there... small bites, often." — Michelle (20:20)
• Self-Care and Structure:
  • Tools like a planner dedicated for clinicians can help manage both business and personal wellness.

Notable Quotes & Memorable Moments

• "Sales does not equal marketing and marketing does not equal sales... that’s way different than shoving my card down everybody’s throat at the meeting." — Michelle (06:25)
• "If you go straight to the provider... there’s no front desk to deal with, right? You’re in right away, immediately." — Michelle (11:43)
• "You can’t hot wire connection. We can’t do that in business either. So really to slow down and start at the foundation is really important." — Michelle, paraphrasing Brené Brown (24:42)
• "You cannot buy credibility, you cannot buy trust, you cannot buy the relationship... So I would just encourage people to think about marketing as building relationships." — Michelle (25:21)
• "Start small and take this stuff that’s literally hiding in plain sight and grow from there." — Michelle (20:20)

Timestamps for Key Segments

| Timestamp | Segment | |-----------|--------------------------------------------------------| | 03:29 | Reframing networking for introverted clinicians | | 05:19 | Relationship-building vs. transactional networking | | 06:25 | “Gross factor” and marketing vs. sales | | 08:05 | Dating analogy: avoiding transactional “first dates” | | 09:40 | Intake forms as referral source goldmines | | 11:43 | Bypassing gatekeepers with direct provider contact | | 14:24 | Importance of tracking/referral data | | 16:19 | Showing up in person: impact vs. passive marketing | | 18:53 | Personalization/memorability in marketing | | 23:31 | Community engagement and authentic networking | | 24:42 | Building foundation/“can’t hot wire connection” | | 25:20 | Final advice: you can’t buy credibility, be authentic | | 26:55 | Organizing and tracking relationships (Primed Planner) |

Practical Tips and Tools

• Add required “How did you hear about me?” questions to all forms.
• Track (not just collect) where referrals come from—identify and nurture your top sources.
• Follow up consistently, in ways that feel genuine and aligned to your brand.
• Go where your clients are—target community engagement to your niche.
• Be memorable: personalize your outreach.
• Organize relationship-building with tools and routines that reduce overwhelm.
• Michelle offers a free printable planner page for intentional networking (at theprimedpractice.com, code: PPS2019).

Final Thoughts

Focus on the organic, ongoing relationship-building that’s central to both clinical work and practice growth. Rather than “hard-selling,” the most impactful (and sustainable) networks are built on authenticity, consistency, and strategic use of information you’re already gathering.

For more resources, visit:
www.PrivatePracticeStartup.com
theprimedpractice.com (Michelle Hardman’s planner and tools)