Give referring doctors power. In this case we’re referring to the power to select one patient each year to be treated at no cost. This may have to be explained with a general limit involved, but a specialty practice that is willing to treat a selected patient from top-level referring doctors once a year will be perceived as caring and charitable and it will create a sense of positive obligation to work together. Be careful not to offer this to every referring doctor, only the ones that provide high-level referrals and support to the specialty practice.