Relationship Over Cold Calls: Smarter Patient Growth for Practice Owner A Special Snack Episode, EP 237
If you’re a healthcare practice owner who’s ever been told to “just pick up the phone and start calling,” this episode is for you. Cold calling has been a go-to sales tactic for decades, but for independent practice owners trying to build trust-based patient relationships, it can do more harm than good. In this SNACK episode of The Thriving Practice Podcast, Miranda Dorta interviews Tracy Cherpeski about why cold calling falls flat in healthcare—and what practice growth strategies actually move the needle.
With research showing that 82–86% of potential patients begin their healthcare journey online, putting your energy into cold outreach by phone may be one of the least effective ways to grow your practice. Tracy breaks down the difference between cold calling and cold outreach, explains why relationship-first marketing wins in healthcare, and shares practical ways to attract patients and build referral partnerships without the hard sell.
Whether you’re opening a new practice, expanding your services, or looking for smarter ways to build your patient base, this conversation will help you rethink how you approach practice growth and patient acquisition.
Key Takeaways
Cold calling creates defensiveness, not trust. In healthcare, the first impression sets the tone for the entire patient relationship. A cold call often triggers resistance, which is the opposite of the trust you need to build.
Cold calling and cold outreach are not the same thing. Digital marketing, social media presence, and email outreach let potential patients experience you on their terms—a critical distinction Tracy highlights.
The instinct to connect is good—redirect it. That urge to get out there and actively pursue patients comes from a solid place. The key is slowing down to clarify who you serve and how to reach them intentionally.
Referral partnerships are built on relationships, not pitches. Whether through networking groups, community involvement, or reciprocal arrangements with nearby practices, the best referral sources come from genuine connection.
Clarity comes before strategy. Before investing in any marketing approach, get clear on your ideal patient, the problem you solve, and how you want to show up in service to them.
Q&A
Why doesn’t cold calling work for healthcare practices?
Healthcare is deeply personal, and patients need to feel trust before they commit. Cold calling creates an immediate sense of intrusion and defensiveness—the opposite of what builds a strong patient-provider relationship. With the vast majority of patients starting their search online, phone-based cold outreach misses where your potential patients are already looking.
What’s the difference between cold calling and cold outreach?
Cold calling means directly phoning someone who hasn’t asked to hear from you. Cold outreach is broader—it includes digital ads, social media, and email campaigns that introduce potential patients to your practice in a less invasive way. Cold outreach gives people the space to engage on their own terms and warm up to the idea of working with you.
How can a new or expanding practice attract patients without cold calling?
Start by getting clear on your ideal patient and the specific problem you solve. From there, consider community-based approaches like having a booth at a local farmers’ market, joining networking groups like BNI or your local chamber of commerce, building reciprocal referral relationships with nearby practices, and investing in intentional digital marketing that reflects your area of expertise.
How do you build referral partnerships with other healthcare practices?
Focus on relationship first. Get to know providers in your building or community, join local networking groups, and create reciprocal arrangements where you’re genuinely looking out for each other’s patients. Tracy emphasizes treating each referral partnership as the gift it is—healthcare is personal, and so should the professional relationships that support it.
Episode Highlights
Why cold calling creates barriers to trust in healthcare settings
The critical distinction between cold calling and cold outreach
How 82–86% of patients start their healthcare journey online
Why the instinct to actively pursue patients is valid—but needs redirecting
Practical alternatives: farmers’ markets, BNI groups, chamber memberships, and community involvement
How to build referral partnerships between practices
The importance of getting clear on your ideal patient before choosing any marketing strategy
Why clarity and service-minded energy matter even if you decide to stick with cold calling
Memorable Quotes
“People are busy. A cold call can feel very intrusive, and it does something to interfere with the potential of a relationship.” — Tracy Cherpeski
“Healthcare is so incredibly personal that it’s important to treat it like it’s personal and treat each relationship like the gift that it is.” — Tracy Cherpeski
“The instinct to make the connection is there, and that’s a really good instinct. The question is, who are you trying to attract to your practice?” — Tracy Cherpeski
“You’ll probably get faster and more measurable results if you choose something that you can kind of track and really work with intentionally.” — Tracy Cherpeski
“Pause for a minute and just make sure that you’ve gotten incredibly clear about who it is that you serve, who’s your ideal patient, and what problem are you solving for them.” — Tracy Cherpeski
Growing a healthcare practice doesn’t have to mean picking up the phone and hoping for the best. The most effective path to sustainable patient growth starts with clarity—knowing who you serve, what problem you solve, and how you want to show up for your community. When you lead with relationship and intention, the right patients find you. If you’re ready to build a growth strategy that feels aligned with how you actually want to practice, visit thrivingpracticecommunity.com to schedule a consultation with Tracy.
Is your practice growth-ready? See Where Your Practice Stands: Take our Practice Growth Readiness Assessment
Miranda’s Bio:
Miranda Dorta, B.F.A. (she/her/hers) is the Manager of Operations and PR at Tracy Cherpeski International. A graduate of Savannah College of Art and Design with expertise in writing and creative storytelling, Miranda brings her skills in operations, public relations, and communication strategies to the Thriving Practice community. Based in the City of Oaks, she joined the team in 2021 and has been instrumental in streamlining operations while managing the company's public presence since 2022.
Tracy’s Bio:
Tracy Cherpeski, MBA, MA, CPSC (she/her/hers) is the Founder of Tracy Cherpeski International and Thriving Practice Community. As a Business Consultant and Executive Coach, Tracy helps healthcare practice owners scale their businesses without sacrificing wellbeing. Through strategic planning, leadership development, and mindset mastery, she empowers clients to reclaim their time and reach their potential. Tracy designs and delivers CME-accredited wellness retreats and workshops in partnership with medical associations, bringing burnout prevention and sustainable practice management to physicians nationwide. Based in Chapel Hill, NC, Tracy serves clients worldwide and is the Executive Producer and Host of the Thriving Practice podcast. Her guiding philosophy: Survival is not enough; life is meant to be celebrated.
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