Ontario Medical Nutrition Therapy
Referral Growth and Patient Conversion Strategy for Healthcare Provider
Developed a conversion strategy to address patient cost hesitancy, administrative miscommunication, and unclear service value—unlocking referral pipeline growth.
The Challenge Ahead
Ontario Medical Nutrition Therapy (OMNT), a dietitian-led healthcare practice, faced interconnected obstacles preventing their referral pipeline from scaling effectively:
- Patient Cost Hesitancy - Prospective patients were reluctant to commit due to pricing concerns and uncertainty about insurance coverage
- Administrative Miscommunication - Gaps in how referrals were communicated internally and to patients led to lost opportunities
- Unclear Service Value - The practice wasn't effectively articulating the benefits and outcomes of their services
- Inconsistent Follow-up - Referrals were falling through the cracks due to lack of systematic processes
How I Helped
Phase 1: Process Mapping & Analysis
I conducted a thorough review of the existing referral and patient acquisition process:
- Mapped the complete patient journey from referral to conversion
- Identified drop-off points and friction in the process
- Analyzed communication touchpoints and messaging
- Reviewed pricing presentation and value articulation
Phase 2: Process Redesign
Based on my findings, I redesigned key processes:
| Area | Before | After |
|---|---|---|
| Referral Intake | Ad-hoc email responses | Structured response protocol with templates |
| Value Communication | Generic service descriptions | Outcome-focused messaging with success stories |
| Follow-up | Manual, inconsistent | Automated nurture sequences with clear timelines |
| Pricing Discussion | Reactive to objections | Proactive framing with insurance guidance |
Phase 3: Implementation & Training
I worked with the team to implement:
- Standard Operating Procedures (SOPs) for referral handling
- Communication templates and scripts
- Tracking systems to monitor conversion rates
- Team training on new processes and messaging
Business Impact
The transformation delivered measurable improvements:
- Increased conversion rates from referral to booked patient
- Reduced response time to incoming referrals
- Improved patient experience with clearer communication
- Scalable foundation for continued practice growth
Testimonials
"Shuman redesigned our referral process and implemented SOPs for clinic coordination to turn what initially felt like an overwhelming set of operational hurdles into a clear, actionable plan for my business."
— Jennifer Au, Owner & Dietitian, Ontario Medical Nutrition Therapy
