Reimagining the Rolodex

By Andrea Neirmeier, Contributing Writer, November 1, 2025

Before digital address books and smartphones, a full Rolodex on the corner of a desk symbolized a large professional network. Today, along with basic marketing, social media, and public relations, patient referrals from physicians in other specialties are key to practice growth and paramount to promoting the specialty within the larger house of medicine. For dermatologists, building a solid network is essential: Many skin conditions are first seen by primary care physicians, pediatricians, OB/GYNs, and urgent care clinicians. Earning the trust of patients and physicians alike is an investment that pays dividends in both patient volume and specialty positioning.

Making rounds

When Manasi Ladrigan, MD, FAAD, founder of Comprehensive Dermatology of Rochester, PLLC, began her dermatology residency, she quickly realized the importance of flexibility and of working in a practice where she would feel confident bringing her own children. For her, this meant starting her own practice. To begin, she focused on personal and targeted outreach. “Before derm residency, I went through residency as a pediatrician, and my first referrals to my practice were from those colleagues in pediatrics. I gave them my phone number and told them to text me when they needed a patient to be seen urgently.” Dr. Ladrigan also found other patients who needed her care. “Pediatric patients would come to me and their parents would ask if I was taking new patients for issues that they were experiencing.” These parents then went on to recommend Dr. Ladrigan to extended family members.

Faiza Wasif, MPH, the Academy’s associate director of practice management, noted that contacting local physicians in other specialties who are likely to encounter dermatologic concerns can be highly valuable. Making a quick phone call, sending a personalized letter, or dropping by the office (with permission) can help a dermatologist stand out and build rapport in a local medical community. During those initiatives, she recommends sharing any subspeciality interests, including pediatric dermatology, skin cancer, complex medical dermatology, or cosmetic procedures, that many physicians may find valuable. Ronda Farah, MD, FAAD, founder of Alluma Dermatology, opened her practice to patients in June 2025 and is just beginning the process of contacting other physicians. Not only has she gone around the local community to get contact cards from practices to schedule meetings or bring coffee, she has also had some physicians come to her office to network — communicating with them about services she offers and collaborating about how to improve patient care in the community.

When Dr. Ladrigan first began her practice in 2012, she went through the same process of connecting with many primary care physicians. Admitting that sometimes getting to speak directly to the physician was difficult, she shared, “I quickly realized to say to front office staff that I was hoping to speak to the doctor, not about a mutual patient, but about a potential one.” Once on the phone with the physician, she gave them her cell phone number and emphasized that they could call or send photos anytime. If physicians started discussing a patient they had seen, she would ask if staff could call their office to get the patient information. “The interaction was very natural,” she emphasized. “You harness the energy of the drug rep but in a way that is subtle.”

Another way to build a referral base locally is by leading with education, for instance with a lunch-and-learn event. “Pediatrician offices were particularly welcoming. I would do a short lecture at lunchtime about hemangiomas and bring snacks or even lunch,” Dr. Ladrigan commented. Wasif highlighted that these informal continuing medical education sessions display a dermatologist’s medical expertise. Highly relevant topics to primary care, such as when to refer for a skin lesion, types of rashes in children, or managing acne beyond topicals, can position a dermatologist as a trusted partner.

Other options for dermatologists to connect with local physicians include joining hospital staff meetings or volunteering at health service centers. Dr. Ladrigan recalled contacting three large universities in her area and offering to see a few acne patients, alongside their physicians, to provide feedback on how she treats various types of acne. “Some people would say that those are consults that I am missing out on. I may give out 10 free consults, but I get them back in droves. Now the universities are sending their patients over to us because they know me and appreciate my management style and the time that I’ve invested in them.” Along with visits to local practices and health centers, dermatologists can also participate in local medical events to increase referrals, for example skin checks at work health fairs or local gyms. These settings provide natural opportunities to meet other physicians, raise exposure, and reinforce the dermatologist’s role as a resource.

Attending local medical society meetings and events is more than informative. It presents prime opportunities for connections for mentorship, collaboration, and referrals, especially for a physician new to an area. Furthermore, professional networking on a larger scale can be beneficial. Attending the AAD Annual Meeting each year and participating in the AAD Innovation Academy each summer can provide education, networking, and practice growth insights. Moreover, participating in AAD Committees, Councils, and Task Forces (CCTFs) allows dermatologists to work alongside others in the field on important issues, helping physicians build leadership skills and become a recognizable name within the dermatology community. Wasif underscored, “Building a strong referral base as a dermatologist is about showing up, both locally and nationally, as a reliable, collaborative, and skilled partner in care.”

Prioritizing check-ins

While networking plants the seed for referrals and patient base growth, nurturing connections bears the fruit of that effort. Dr. Ladrigan stressed that primary care doctors want access to specialists. She added that even when she has a patient from a physician she does not recognize, she calls the physician afterward to explain her findings. “I’m still recruiting those referrals because practices turn over and you don’t know who is retiring. Even 13 years in, it’s important to invest the time to make sure you are making connections.” She recalled seeing a patient with significant lymphadenopathy in the neck and afterward contacting the primary care physician, who was not aware of it. This ultimately led to the patient being diagnosed with lymphoma, highlighting the importance of professional relationships for not only the wellbeing of a practice but, more importantly, the patient.

Keeping the referring physician informed with timely reports and updates about a patient is crucial. While a dermatologist may not make a phone call each time, sending a concise and timely note back to the referring physician about what was found, what is recommended, and when or if a follow-up is required builds confidence in the care being received and shows the dermatologist as a collaborative part of a care team. In addition, writing a thank you note to physicians for their referral may encourage additional referrals.

Building out the basics

Creating a successful physician referral base often starts before the doors of the practice even open. Wasif commented, “Laying the groundwork through research, planning, mentorship, and networking can make your transition into practice smoother and more successful. The earlier you start thinking like a practice owner, the better prepared you’ll be to build a thriving, well-connected dermatology practice.” For Dr. Farah, who had worked in institutions for a decade building a niche in hair loss and cosmetics, giving her current patients and colleagues a place to find her online was key. She started a website, using her name as the web address, while creating a second website as a holding place for her new business.

After setting an opening date, Dr. Farah made the announcement on that holding page and directed people to call a number to get on an appointment waitlist and to identify their health concern and insurance carrier. This site helped her determine her beginning patient base, their insurance carriers, and devices she likely needed upon opening. “Before even opening the practice, I had almost a six-month waiting time for patients who found me themselves. Those patients felt like they were secure and first on the list.” Dr. Farah is now working with a professional company to develop her practice website. “At first, I had to focus on if patients could find me, call me, and get to me in an emergency. I did this at almost no cost with a picture and phone number. My next step is to develop my website, so people know the clinic’s services, how it is growing, and what to expect from it.”

A well-designed, informative, and user-friendly website is a vital marketing and operational tool for any practice to attract new patients and generate referrals. Important elements include professional biographies, credentials, and photographs of all physicians and non-physician providers to establish credibility and a personal connection with patients and referring physicians. Listing clear and detailed service offerings and subspecialties, such as pediatric dermatology or Mohs, helps visitors understand the full scope of expertise. Additionally, printable and digital referral forms or online appointment scheduling can make care more accessible to patients and improve efficiency for referring offices. When building out a website, search engine-optimized content increases visibility in local and condition-specific searches and a mobile-friendly design creates a seamless visitor experience and improves search engine rankings.

Including patient education and resources on a website can support informed decision making and reduce administrative burden. Preventative care or treatment options in the form of FAQs and downloadable forms or links may be valuable for potential patients. Dr. Ladrigan noted that she has a handful of YouTube videos on procedures she commonly gets questions on, like laser treatments for hemangiomas, so that potential patients can build a base knowledge about her services. Featuring practice updates and online testimonials or reviews may further establish rapport with potential patients or referring physicians. Most importantly, how physicians can find out more information should be clearly detailed and key contact people listed.

Of course, setting up a website is only one piece of building a patient or referral base. Wasif recommends doing market research in the area to learn patient demographics, current dermatology practices, referral patterns, and missing services. Even details such as practice’s location may affect the client base. Dr. Ladrigan credits part of her success to her practice’s location: Her building is off a busy highway with a highly visible sign.

Once a dermatologist has made connections in the community and built a way for physicians and patients to find the clinic, they must also ensure that staff are prepared to handle and set up appointments for those referrals. “From the nurse practitioners to the front office staff, there’s an understanding that if a patient needs to be seen, we are doing everything we can to get that patient seen. While the front staff doesn’t triage anything, they can put the caller through to the physician line so someone can get back to them quickly,” Dr. Ladrigan stated. While she admits that getting a same-day appointment is not as easy as when she first opened her practice, she has urgent appointment times set out each day, and the referring physicians know that she and her staff will work to get a patient seen in a timely fashion.

Plugging in

In today’s health care landscape, leveraging technology strategically not only builds but sustains a patient and referral base. A well-integrated, user-friendly EHR system allows for coordination of care with timely access to patient records, lab results, imaging, and clinical notes. When referral partners can rely on quick, accurate communication and continuity of care, they are more likely to refer patients consistently. In addition, a robust patient portal empowers patients by offering easy access to their health information and increasing satisfaction, trust, and engagement in their care. These satisfied patients are more likely to leave positive reviews, recommend the practice to others, and remain loyal long term. Wasif stated, “In essence, the portal serves not just as a digital convenience but as a bridge to better patient-physician relationships and organic referral growth.” Along with keeping both patients and physicians connected to health information, technology can allow dermatologists to expedite care for patients through consultations to other physicians via teledermatology.

Also, social media can be a powerful tool for outreach, education, and brand building. Dr. Farah utilized social media early to attract patients by bringing them along on the construction journey of her business. While developing content can be time-consuming, creating these behind-the-scenes practice updates as well as sharing educational content, patient success stories (with consent), and health tips can position a dermatologist as a trusted expert in the field. Furthermore, sharing concise, practical posts or videos that guide non-dermatology physicians on when and how to refer, as well as what subspecialties or appointments are available, helps inform and engage potential referring physicians.

Pinning a referral guide or contact form to an Instagram bio or Facebook page can make information easily accessible. Most importantly, using social media is more than posting: It is about engagement. Tagging or following local physicians and liking or commenting on their content can develop professional relationships and build recognition in a medical community.

Wasif explained that regular, authentic engagement fosters a sense of community and credibility, increasing a practice’s exposure and encouraging patients and referring physicians to connect. She recommends that technology platforms be fully integrated and user friendly and that staff be trained to use them effectively to maintain professionalism online. The AAD offers multiple resources to help dermatologists leverage technology effectively to grow their practices.

Ultimately, Dr. Ladrigan believes that building a patient and referral base is about hustle. “In a sea of dermatologists, if I distinguish myself as someone who takes the time and effort to make sure referring physicians are as happy as the patients, that sets me apart.” Building a strong patient and referral base is about being consistent over time and maintaining open lines of communication. Like the wheel of contacts in a well-stocked Rolodex, a strong referral base is more than a list of names. It is a curated community-built connection by connection, requiring dermatologists to simultaneously push forward and circle back to nurture collaboration and opportunity.

This content was created with the particular needs of early-career dermatologists in mind. See the rest of our Career Launch resources for young physicians.

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