The Value of Referral-Based Marketing

Where do your patients come from? Do you pay attention to the referral process? Are you tracking who, what, where, when, and how?

• Who is responsible for tracking and follow-up?
• What programs are in place to increase referrals?
• Where do our patients come from?
• When do we evaluate referral patterns?
• How do we become the orthodontic practice of choice?

ViewPoint makes it extremely easy to track referral sources. Reports give you an enormous amount of information. It would be a shame not to thank a referring practice or patient with the appropriate recognition. We recommend developing a system that ensures efficient and effective referral tracking. It is impossible to manage the process without a clearly defined plan. Time needs to be set aside to evaluate the patterns and encourage patient referrals. Make it easy and beneficial to send a patient to your office.

Utilize the information screen to gather pertinent information for relationship building. Update as often as needed. Marketing dates and activities can also be recorded. Referral Class can be assigned based on referral activity level.

Review referral activity on a monthly basis. This detailed report will enable you to track all referrals.

1. Patient Referrals
Have a system in place that identifies the type of thank-you that a patient receives for each referral sent to your office. Make the gift value relative to the number of people referred.

By the way… if the patient does not transition into a start, do not “kill the messenger.” A thank- you is still in order. This may be the time to evaluate your case presentation process. What percentage of your new patients, ready for treatment, become starts? Is your recall system current and effective?

2. Referring Practices
Utilize your tracking system to identify referring offices. Staff members are often as valuable as the doctor. Do not underestimate the importance of dental assistants, hygienists and administrative team members. Women are the key to your growth… most staff are women. The number of contacts and marketing dollars spent on each referring practice should be based on activity level. Make sure stop-bys and deliveries are scheduled on a regular basis. Send over lunch or breakfast when appropriate. Orthodontic practices become extensions of the practices that refer to them. Every patient that is satisfied in your office reflects positively on the office that referred them. You have a responsibility to your referring practices to take good care of their patients.

Remember, we can all be somewhat fickle. We tend to stay closer to those we like. We do this because they take care of us in some way. Consider the people you admire and want to be close to. They are typically the people who pay attention and make us feel valued.

3. Community
Have a presence in the community. Join the Chamber of Commerce. Sponsor a team or youth group. Every school should have an Emergency Orthodontic Repair Kit from your practice. Tours are a wonderful way to meet children and send a message home to parents.
Keep in mind that surrounding businesses are a tremendous resource. Make friends and let people know you are there.

Follow Through
The following guidelines will help you establish a consistent referral marketing program:

• Create a marketing calendar and include lunches, deliveries, mailings, event planning, thank-yous and gifts. Plan well in advance to alleviate stress when events or contacts are time-sensitive.
• Track all referrals and make sure those who refer are acknowledged in some way. Review reports monthly to ensure consistent follow-up.
• Develop information about all referring offices… staff names, lunch hour, days and hours, hobbies, birthdays. Be aware of current patients referred.
• Make sure all team members are aware of marketing activities… encourage input and suggestions. Everyone should know the top referring doctors and staffs.
• Foster an environment of positive energy and appreciation. The way we treat our team members is often reflected in the way we treat our patients and referral sources.

Behavior is typically repeated when it is rewarded. It’s simply human nature. Reward comes in many shapes and forms. Appreciation and recognition are often personal favorites. Everyone wants to feel important. The practices that “reward” referral sources are more likely to grow at a faster pace. Being extraordinary is not difficult. We have come to accept mediocrity in so many circumstances. Health care is at the top of the list for many people. If we make a consistent and sincere effort, we can separate ourselves, exceed expectations and shine above the rest.