Advertise your charitable giving. During this NFL season, a sub shop called Jersey Mike’s has been advertising heavily about their charitable programs. They talk about how they’ve raised money for different charities on an almost weekly basis. Gradually, this becomes very impressive to the viewing public. This same strategy can be put in place for referring doctors. When specialty practices let referring doctors know about their charitable efforts, it will resonate heavily with referring practices and often increase that specialty practice as the practice of choice.