I looked through my insurance documentation and saw that for outside care I needed a referral, so I called the referral office, and they told me to set up an appointment with my pcp, and so I got a referral from her to see an endo. I needed a referral from my therapist as well -- sent to the office before I could set up an appointment -- so I could just forget about trying to beat around the bush!
I guess I specifically didn't bother trying to be discrete, because I'd heard good things about them, and there was a specific inclusion for prescriptions for hrt in the policy documentation, so I figured I was good. YMMV.
Good luck!
~Alyssa