PlayMaker Blog

Creating Value by Consistent Data Gathering

Posted by Jason Lewallen on April 8, 2016
Find me on:



If you are a Customer Relationship Management (CRM) user, then you know the value of data. You most likely understand that knowing key information about your referral sources can give you an absolute advantage over your competitors. What you may not have considered is how gathering snippets of data at every visit can increase your sales and marketing ROI.

While the concept is simple, the application has far reaching implications. Imagine if you assign a physician’s office to one of your sales reps. While that rep may or may not get a referral within 90 days or even six months, one visit per week could result in a snippet of inside info for the next rep assigned to that account to score a referral. It also does something much more valuable: it keeps your non-referral producing visits from being fruitless.

If your sales structure has you re-assigning referral sources every 90 days without a referral, then you are talking about 12 nuggets of information about that account for the next person. As the new rep plans to visit this account, they can utilize that information to build a referral-producing relationship. This will keep all of your sales reps, from seasoned veterans to new hires, from starting from scratch. 

Does this seem like common sense? While it outlines a very simple concept, the reality is that very few companies are applying this technique. The challenge is rarely in gathering the information. Knowing which pieces of information will be valuable is the key to successfully creating an account that will help you gain more referrals.

Here is a short list of some of the most useful pieces of information for your sales team to gather from your referral sources. Remember that this info is not limited to a physician. It applies to anyone that you have connected with, from the front desk to the back office.

  1. Physician and staff birthdays and hobbies

  2. Children’s names, hobbies, sports, and birthdays

  3. Religious practices

  4. Sports affiliations and preferences

  5. Affiliated hospitals and facilities

  6. Personal contact info (email, cell, etc.…)

  7. Preferred method of contact

  8. Likes and Dislikes (both personal and about the industry)

  9. Local providers often referred to (both your industry and other post-acute)

  10. Connections to other physicians


There can be many others, but the idea is to gather enough data to create a roadmap so that your counterparts know how to engage your referral source on a meaningful level. This can also help you to understand why several of your reps have been unable to get a referral source to refer to you. Perhaps they are connected to another company providing your services or they had a bad experience. Knowing that there is an obstacle you need to overcome can help you evaluate if your time is best spent focusing on that particular source, or finding a more profitable use of your time.

Topics: Sales, CRM, Referrals, Marketing

Jason Lewallen

Written by Jason Lewallen

Jason Lewallen, National Business Development Manager with PlayMaker, specializes in connecting healthcare organizations with technology solutions to boost sales and grow business. Having previously worked on the front lines of post-acute care sales, he understands the challenges facing providers and helps them maximize their growth potential.