Dentist SOS

Top 3 Ways To Sabotage Dental Patient Referrals

Referral marketing is a proven leader in dental practice marketing. In fact, it is the most effective, easiest and least expensive way to market.

Most importantly, both patients and dentists benefit from a practice community built by referral.

If your goal is to maximize patient referrals, first ensure you’re not sabotaging your efforts…

1) Invite referrals only twice per year - while many dentists go out of their way to ensure they invite referrals during patient’s in-office visits, few invest time, money or energy to ask for referrals beyond that. Options to stretch a verbal invitation are to ask in writing through letters, referral cards, newsletters, etc.

Experts agree about 60% to 65% of the population are visual learners. Take a few extra steps to allow visual learners- and those too preoccupied to absorb what you are saying- to relate to your invitations.

2) Ask at the wrong time – a friend of mine told me about an experience she had with her previous dentist (note the word previous). She was seated with a new crown with which she felt appeared mismatched in color. Not only was she disappointed in the way her new crown looked, she was totally taken aback when the dentist said, “Well now that we’re done with this, I’d like to ask if you have any friends you might refer…” Yes, likely a rare blunder; however important to keep in mind.

To help ensure you’re inquiring for referrals at the best time, enlist a “wing-man” (or wing-woman) team member who can prompt you at the ideal time.

3) Forget to say thank you – When referrals go unmentioned people never know if they sent you the “right” referral. Likewise they may wonder if you want them to continue to refer- or worse they may wonder if you are simply ungrateful. It takes time, effort and energy on the patient’s part to refer. Show your gratitude through handwritten thank-you notes signed personally by the doctor.

The best route to a healthy stream of referrals is through quality relationships and communication with your patients. Keep in touch with patients regularly- quarterly at minimum. Make sure your ongoing communication with patients always demonstrates your sincere appreciation for their loyalty first and their referrals second.