If you’re a financial advisor who wants to work with more doctors, you’ve probably asked yourself: “How do I get past the gatekeeper?”
This is one of the most common questions I get from advisors who want to build a thriving practice serving physicians. The truth is, if you’re spending time trying to break through the front door, you’re probably going about it the wrong way.
Here’s why — and what to do instead.
Why It’s So Hard to Get Past the Doctor’s Gatekeeper
Let’s start by understanding the gatekeeper’s role.
When I was a practicing surgeon, I hired my own gatekeeper. Her job was simple: keep me happy and protect my time.
Patients, referring physicians, and healthcare professionals with relevant information were welcomed. But salespeople — including financial advisors — were not.
The gatekeeper’s job was to walk a tightrope. She could make me unhappy by letting sales pitches through, but she could also upset me by screening out something I actually wanted to see. It was a delicate balance, and over time, these professionals become very good at protecting their doctors.
That’s why it’s so difficult to get past the gatekeeper. They’re fierce, they’re skilled, and they know exactly how to spot unwanted solicitations.
But even if you somehow manage to make it past the gatekeeper, you’ve got another challenge:
Doctors Are Tribal — and You’re the Outsider
Doctors behave a lot like tropical fish — they swim together for protection. When an outsider (like a financial advisor) tries to break in without an introduction or personal connection, they’re automatically seen as a predator.
If your outreach makes you look like a hungry sales rep, the doctor’s defenses will go up — and your chances of landing a meeting plummet.
The Problem with Forcing Your Way In
Think of trying to break past the gatekeeper like chasing a kitten who doesn’t want to be caught.
I have a door-dashing kitten who got outside one morning. I could have spent all day chasing him, but instead, I used a smarter approach. I went back inside, grabbed some of his favorite treats, and coaxed him back to me.
Trying to push past a gatekeeper is like chasing the kitten — exhausting and usually unsuccessful. But if you offer something the doctor genuinely wants, you flip the script and create an invitation to connect.
The Back Door Strategy: Get Invited In
Every medical office has a back door for staff. What you need to do is find a way to get invited through that back door.
That’s exactly what one financial advisor named Jim did. Jim is part of my 1% Club, a coaching program where advisors focus on getting just a little bit better each week.
Here’s Jim’s process for getting meetings with doctors — and how you can replicate it.
Jim’s 82% Conversion Campaign
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Start with Research
Jim identifies the doctor he wants to meet, then asks his existing network if anyone knows that doctor personally. He also learns a bit about the doctor — maybe the doctor just went through a divorce, or their daughter just got into medical school. These personal details matter. -
Personalized Gift Delivery
Jim wraps up a copy of my book, The 9 Money Mistakes Doctors Make, and hires an Uber driver to hand-deliver the gift to the doctor’s office. -
Capture the Gatekeeper’s Name
Jim asks the Uber driver to note the name of the receptionist who accepts the package. -
The Follow-Up Call
A few days later, Jim calls the office and says, “I’m the person who sent the gift. May I please speak with the doctor?”
The Results
Out of 23 packages Jim has sent, he’s secured 19 appointments — an incredible 82% conversion rate.
This is the power of combining:
- A personal connection.
- A relevant, valuable gift.
- A warm follow-up.
Why Cold Calling Doctors No Longer Works
There was a time when financial advisors could buy a list of doctors and start cold calling.
But in 2025, this is a low-ROI strategy for all the reasons we’ve discussed:
- Fierce gatekeepers.
- Tribal doctors who don’t trust outsiders.
- Time-starved physicians who don’t take cold calls.
If you want to work with doctors, you need a smarter, more personal approach.
How to Warm Up Your Outreach
Doctors are people first — and like anyone else, they respond better when you make a human connection.
- Start by researching the doctor.
- Look for a “Me Too” moment — maybe you both love antique cars, or you know some of the same people.
- Reference that connection in your outreach.
- Pair your outreach with a yummy treat — like a copy of The 9 Money Mistakes Doctors Make or another relevant gift.
The combination of personal connection and a gift they actually want can turn you from a stranger into a welcomed guest.
Key Takeaways
If your outreach strategy revolves around getting past the gatekeeper, you’re setting yourself up for frustration.
Here’s the better path:
✅ Stop trying to break down the front door.
✅ Start building connections that invite you in through the back door.
✅ Invest time getting to know your target doctor.
✅ Look for personal common ground.
✅ Send a personalized, valuable gift.
✅ Follow up referencing your gift — and your shared connection.
This approach doesn’t just get you past the gatekeeper — it positions you as someone worth talking to.
If you’re ready to grow your practice by attracting, engaging, and serving more doctor clients, this is your time. The medical market is full of untapped opportunities — and with the right strategy, you can mine those treasures.
Stay Tuned
In the next post, I’ll share some general principles that will put you in a better position to sell to doctors.
Make sure you don’t miss it!