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Getting referrals from physicians is a vital part of any medical practice. For one, it is a way of generating more income. It is also a way of letting you know that you are recognized by your peers as a good doctor and someone they want their patients to see. But once you get that referral, how do you thank the referring doctor? Many physicians are faced with this question and are not sure what is considered appropriate, especially as the holiday season approaches.

Mr. Tom Hartwig, president of The Hartwig Group, a healthcare consulting firm specializing in marketing and practice management for physicians and healthcare organizations, guides doctors on what they can do to show their appreciation to referring doctors.

Mr. Hartwig, insists that a thank you letter is always a good idea and an absolute must. He also adds that providing follow-up information on the patient who was referred is also a good idea. The referring doctor should know how his or her patient is doing. Her second step involves sending a holiday card with a personalized note inside. The card can be for whatever holiday is approaching—Chanukah, Christmas, New Year’s or even Thanksgiving. The key here is to include the personal note inside. It is easy to buy a card, sign your name and send it. You need to add that personal touch to make the connection.

Another step doctor’s can take, according to Mr. Hartwig, is to make a donation in the referring doctor’s name to his or her favorite charity. Find out if the referring doctor is affiliated with a specific charity or if he or she has a preference and make the donation in the referring doctor’s name.

For doctor’s who want to go that extra step, there are other things that can be done. For instance, you can sign up with a fruit-of-the-month club www.harryanddavid.com and have the fruit delivered to the referring doctor’s office. This will also keep your name in front of him or her on a regular basis. However, Mr. Hartwig advises that flowers are usually better than fruit. For one reason, many other doctors take the “fruit” approach and this can bombard an office with an inordinate amount of food that will either have to be thrown out or donated. Flowers, however, while they may not last long, always brighten up an office or waiting room. You may want to join a flower-of-the-month club www.usa4flowers.com. This way, like the fruit, you can have fresh flowers delivered to the referring doctor’s office while keeping your name in front of him or her on a regular basis. You may just opt to have flowers sent every month or so to the referring doctor’s office.

With all that said, many practices do not have an official policy when it comes to thanking referring doctors. One reason for this is may be due to the fact that some managed health care plans frown upon it. The idea of “rewarding” doctors for giving referrals is sometimes looked upon as cheapening the referral system. The idea of gift giving can seem like a crude attempt to get business. Instead, many will rely on their high quality of care and service to gain more referrals. For others, referrals come from within a network where doctors refer patients to others who work inside the same network. In cases like these, doctors may not feel the need to formally thank the referring doctor.

Judy Simoni, the marketing manager at Silver Cross Cancer Center in Illinois, says that most doctors send either letters or “thank you for your referral” cards. However, she does advise physicians to send Thanksgiving cards. One reason—most doctors get dozens of holiday cards in December and this is a better way of getting ahead of the pack.

Many doctors take the casual approach to the idea of thanking referring physicians—they merely thank them the next time they speak. While this approach may seem simplistic, it is still an acknowledgement of the referral. Susan Windham from Urology Associates of Tuscaloosa states that most doctors thank each other in person whether they meet in the hallways or in town. That works best for their small town atmosphere. In addition, they are also a Medicare participant and must comply with rules that discourage giving gifts.

Even if there are constraints to gift giving, doctors should never let a referral go unrecognized. Whether it is a phone call, a letter, a card or a handshake, physicians should always let referring doctors know that they appreciate their support, no matter what time of year.