Physician Referrals to Specialists Becoming More Automated

In the past, referrals to otolaryngologists from primary care physicians (PCP) were made on a person-to-person basis. Patients were referred to specialists not only due to their reputation for good patient care and communication but also because of how well the PCP and specialist got along and how well they knew each other.

That has changed, and will continue to, as the ongoing transformation in healthcare plays out. As healthcare insurers continue to narrow their networks, hospitals take ownership of private practices, and accountable care organizations (ACO) emerge, referrals are becoming less personal and more randomly assigned.

“This process has changed from the time when our physicians ran into a PCP on hospital rounds,” said Kevin Watson, practice administrator at Colorado ENT and Allergy in Colorado Springs. “It is more difficult to get face time with community physicians; therefore, practices are turning to administrators and marketing representatives to communicate with referring physician offices.”

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