May 2005

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Are You Asking for Referrals?

It is statistically proven that the number one way to build a dental practice is through patient referrals. As most of us know, the best way to get referrals is to ask for them. But how many of us actually do it?

Our patients expect us to provide excellent dentistry, offer outstanding service and cultivate exceptional relationships with them. In order for them to want to tell others about how amazing we are though, we have to exceed their expectations. The more we are able to create an experience that is superior to anything they have ever had in a dental office, the more likely they will be to refer to us.

Some patients will refer without being asked, but by asking for referrals, we greatly increase the likelihood that our patients will recommend us. Remember, asking for referrals is one of the least expensive marketing tactics there is, and, patients that are referred are more likely to accept major treatment than walk-ins.

Consider working with your team to create a Referral Strategy to increase your word-of-mouth business.

Items to consider when creating your
Referral Strategy:

• Ask for referrals from the patients you most enjoy having in your practice as they will be likely to refer people who are similar to them.
  
  
• The best time to ask for a referral is when a patient has just given you a compliment.
  
  
• By having team members acknowledge work well done, patients can better recognize and value your work.
  
  
• Your team members are walking billboards for your dentistry; therefore, ideal Dentistry for all team members is essential.
  
  
• Target which patients to ask for referrals at your morning meeting.
  
  
• Identify who’s going to ask whom.
  
  
• Develop a number of scripts to help your team become more comfortable in asking for referrals, and then practice the scripts.
  
  
• Have a tasteful sign in your reception area to let people know you love seeing their friends and relatives. This message needs to be repeated in all of your communication with your patients.
  
  
• Upon completion of a large case, consider presenting your patients with a gift, such as dinner at their favorite restaurant, it will encourage them to continue talking about your amazing office.
  
  
• Track your New Patient Flow. Monitor where they are coming from, such as: Referrals, Yellow Pages Ad, Walk Ins, Community Papers, Postcards, Signs, etc. Also, make sure to ask the name of the person that referred them so you can thank them.
  
  
• Create a Referral Program to reward your patients, your team members, your strategic alliances, and anyone else who refers to you.
  

Say Thank you:

• Say thank you to the person doing the referring within 24 hours. Let them know how much you appreciate the trust they have shown in you.
  
  
  • Send a thank you note, and/or
    
    
  • Phone patients to say thanks. For maximum impact, the Dentist may occasionally want to make some of these calls, especially if someone has referred a significant number of patients to your practice.
    
    
• Tell the referrer how much you appreciate their trust and confidence and that you will do your best to take exceptional care of the person they referred.
  
  
  • Taking exceptional care of these New Patients will strengthen your relationships with the people who referred them. It will also increase credibility, and encourage your patients to continue recommending your practice.

If asked, many patients are likely to refer during the treatment process. During this time, the feeling of excitement about what’s happening is similar to the rush of buying a new car. In the time period when we are looking for the ultimate automobile, place our order, and then wait for it to be delivered, we want to tell everybody about it. Once the vehicle has been delivered, however, it speaks for itself, and that initial frenzy of excitement soon subsides. Similarly, some patients will feel the most excitement during treatment. Do not limit yourself to only ask for referrals once the treatment is complete; be willing to take advantage of the patient’s initial enthusiasm.

The sooner you build your Referral Strategy and begin to ask for referrals, the more you will benefit from your endeavors!

Action:

• Create a Referral Strategy with your team complete with scripts.
  
  
• Implement your Referral Strategy and consistently ask for referrals.
  
  
• Track your New Patient flow. Know where your patients are coming from and say thank you!

Are you willing to do what it takes to build
a referral-based Practice?

About the Author

CoraMarie Clark, MBA is recognized as a highly effective dental practice strategist. She works with dentists that want to optimize their potential both personally and professionally. Her collaborative approach has helped teams develop dynamic competitive strategies and achieve high impact sustainable results.

If you would like to explore the possibility of having CoraMarie work with your Dental Practice or speak for your Association or Group, contact us today.

CoraMarie Clark
phone 403.686.6136
email coramarie@strategix-ltd.com
web strategix-ltd.com

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