subject: Internal Dental Marketing 101 [print this page] How many times do we as human beings overlook the obvious? Speaking from experience, frequently we get so busy in our dental practice with minor details that we forget to tap into resources that are literally right under our noses, our mouths! Asking for referrals is the most basic, affordable and often the most effective marketing tool we have.
Every practice has patients who repeatedly brag about the care they have received and would love to tell their family and friends about it, but often they don't realize that our practice is accepting new patients. Another common misconception is that the practice only sees patients who are on certain insurance plans, so they hesitate to refer anyone on this basis as well.
Especially today, when many practices are struggling to stay afloat, it is our responsibility as team members to get the word out that we not only accept new patients, but that we welcome them! The best time to ask for a referral is when a patient pays the practice a compliment. This leaves the door wide open, and yet so many times this opportunity is not seized.
The best way to handle asking for referrals is to have a system in place. It need not be complicated, but the important thing is to have some type of structure. Many offices ask team members to select a patient from the day's schedule whom they will ask for a referral. This is typically done in the morning huddle. This encourages the entire team to participate. A very critical part of this process is accountability. Document each person's choice, and follow up the next day to see how it went. Another reason to document who was asked is so that we won't duplicate and ask the same patient. We would not want the patient to feel harassed, or that we are desperate.
Whatever you say, it should feel right for you. It won't come across as being sincere if it sounds too rehearsed. It might take some practice, but remember what they say about practice? It makes perfect. I am not saying that you have to deliver your referral requests perfectly every time. The concept is to have structure, so that we will remember the importance of asking, and letting patients know that we do accept new patients.
Lastly, don't forget to send a hand written thank you note for all referrals. Patients really appreciate the personal touch. You can include a lottery ticket with the words "Thanks a million" to emphasize how much you do appreciate the referral. On the note write the words "Referral of friends and family of great patients like you is the highest compliment we can ever receive". This doesn't cost much at all, but you would be amazed at the positive impact it will have on your practice.
