B2B Funnel

This final video walks through the Specialty B2B Funnel — the one funnel in the Grow Toolkit snapshot that operates differently from the rest because it's designed for internal use rather than external patient acquisition.

Unlike the patient-facing funnels (which collect leads from advertising), the Specialty B2B Funnel has two purposes:

1. Add a new General Practice to track as a potential or existing referral partner.

2. Add a new patient referral from a referring General Practice.

This funnel feeds into two different pipelines:

1. Specialty B2B Referrals Pipeline — Tracks the relationship status of referring practices.

2. Referred Patients Pipeline — Tracks the actual patients being sent by referring practices.

The strategic value: this system gives specialty practices a structured way to track referrals end-to-end and report back to referring doctors — a powerful relationship-building habit that strengthens long-term referral partnerships.

Use this option to begin tracking a General Practice that is either an existing referral partner or a potential one.

Steps

1. Navigate to Sites → Specialty B2B Funnels.

2. Open the Specialty B2B Funnel.

3. Click View the Page.

4. Click Add a General Practice.

5. Complete the short form with the practice's details.

6. Click Submit.

Result

1. The practice is added to the Specialty B2B Referrals Pipeline.

2. The team can now track the relationship status of this practice through the pipeline stages (GP Prospect → Engaged → Activated → Active Referring → Consistent Referral Partners → Top Tier).

Use this option whenever a referring practice sends a new patient.

Steps

1. Navigate to Sites → Specialty B2B Funnels.

2. Open the Specialty B2B Funnel.

3. Click View the Page.

4. Click Add a Referral from a General Practice.

5. Fill in the referral form:

a. Patient name (e.g., Christian Smith)

b. Referring practice (e.g., Advanced Dental Arts)

c. Referring doctor (e.g., Dr. Smith)

d. Reason for referral (e.g., sedation dentistry)

6. Click Submit.

Result

1. The patient is added to the Referred Patients Pipeline.

2. The referral source, referring doctor, and reason are all attached to the patient record for easy access later.

Once a referred patient is in the system, the team manages them just like any other patient — with one important addition: the referral source is visible inside the patient's record.

Steps

1. Open Opportunities → Referred Patients Pipeline.

2. Click into the patient's card (e.g., Christian Smith — referred by Advanced Dental Arts).

3. Review the form data attached to the patient:

a. Referring practice

b. Referring doctor

c. Reason for referral

4. Reach out to the patient.

5. Move them through the pipeline stages as the relationship progresses (Lead → Contacted → Qualified → Booked → Showed → Treated → Recalled).

This is the most strategically important step in the entire SOP.

Most specialty practices fail at one critical referral-relationship habit: closing the loop. Reporting back to the referring doctor after a referred patient is treated is one of the single most powerful ways to deepen a referral partnership.

Steps

1. After a referred patient has been treated, open the patient's record.

2. Note the referring practice and referring doctor.

3. Reach out to the referring doctor (call, email, or short message).

4. Use a structure like:

"Hi Dr. Smith — just wanted to follow up. We were able to treat Christian for the sedation case you referred. Everything went great and he's very happy. Thanks again for sending him our way."

5. Log the follow-up in the patient's notes.

Why This Matters

1. Referring doctors rarely hear back about the patients they refer.

2. A simple thank-you message keeps your practice top-of-mind.

3. Closing the loop turns one-time referrals into consistent, long-term partnerships.

4. Compounding effect: as more practices feel valued, they refer more patients.

This pipeline is where you track the relationship status of every referring practice — not patients.

Steps

1. Open Opportunities → Specialty B2B Referrals Pipeline.

2. Locate the practice you want to update (e.g., Advanced Dental Arts).

3. As the relationship progresses, move the practice through the appropriate stages:

GP Prospects - Practice is in early conversations

Engaged - Practice has shown active interest

Activated - Practice has committed to referring

Active Referring - Practice is currently sending referrals

Consistent Referral Partners - Reliable, ongoing referral source

Top Tier - High-volume, high-value referring practice

Example:

If Advanced Dental Arts has begun sending referrals consistently, drag them from Activated to Active Referring.