Growing referrals – what GPs are telling us

Helping our VMOs to grow with Healthscope is a defined priority in Healthscope’s new five-year strategy. We know for many VMOs this includes establishing, growing and retaining referral pathways. Healthscope undertook research in 2020 to better understand GP behaviours including referral trends. This research, along with the insights we have from our direct work with GPs, highlight key areas for VMOs to prioritise for referral relationships.

Here we share in greater detail that research including what GPs say about their networks with specialists, how they decide who to refer to, and what they want from their VMO relationships. We also provide an update on some of Healthscope’s current initiatives to support referrals. 

GPs are very clear that networks and relationships do matter. We asked them when they are looking to refer a patient, how do they find the right specialist? More than 66 per cent responded it’s the network they have built, and 65 per cent said they also ask other GPs in their practice. This compares with 20 per cent reviewing directories and 30 per cent searching online. Around 35 per cent will use their practice’s list of preferred specialists.

When asked about the type of relationship GPs want with the specialists they refer to, the stand-out preference is for “someone who is available to be contacted at any time (e.g. via text or email)” (63%). Healthscope’s direct work with GPs bears this out. GPs want specialists they can contact for information and who are open and willing to answer questions. GPs also favour VMOs who make contact or visit (19.5%), although not too frequently that it becomes a burden. Many GPs are currently under enormous pressure with the COVID vaccine roll-out and choosing the right time and way to connect should take this into account.

Healthscope’s internal business development and GP liaison specialists recommend VMOs share specialist profiles with their target GP practices so your details and specialties are on hand. Fact sheets on medical conditions, treatments and current practice that include your contact details are also often welcome by GPs. Face-to-face GP education and meet and greet events are also excellent opportunities whether through your hospital or the GP practice, as are alternative pathways for recruiting patients such as community speaking engagements, and specialised health weeks and months, such as heart week.

We also asked if a practice requested a GP to use its list of 'preferred' specialists, would they? More than 80 per cent said they would use the practice’s preferred list and a combination of other specialists they know. A further 13.5 per cent said they would “provided they are reputable specialists and are conveniently located”.

GPs are open to changing their referral patterns. When asked about factors that would most likely influence willingness to change referral patterns and refer to a different specialist, the most influential factor by far (50 per cent) was that a specialist “takes time to visit your practice and get to know you”.

They also want access to practical information VMOs can provide via their websites and software:

• Ability to see specialist appointment availability (40.6%)
• Ability to view specialist quality outcome information (29.3%)
• Integrated IT referral system that connects the GP practice with a specialist for easy referrals/communication/patient bookings (26.3%)
• Specialist charges no out-of-pocket fees (24%)
• The GP Practice you work for recommends a preferred list (23.3%)

A specialist’s affiliation with a particular hospital isn’t, however, an influential factor (6.7%).