Refer Madness! by Casey Bull

Strategies for diversifying your patient referral sources

by Casey Bull

1. Deliver exceptional customer service. A cornerstone of patient referral success is delivering an exceptional customer experience. At every touchpoint, from the first interaction to posttreatment follow-ups, strive for excellence. Mediocre experiences are unlikely to lead to referrals, even with incentives. Conduct a quick analysis of strengths, weaknesses, opportunities and threats to identify areas for improvement in communication and convenience. Enhance phone etiquette, personalized communication, proactive outreach and friendliness across all interactions.
   Consider the realm of social psychology. Referring a friend entails an implicit endorsement of your practice. This act involves a measure of social risk, because the patient’s reputation could be affected by the referred individual’s experience, cost and satisfaction. Thus, the patient must feel that their journey with your practice is remarkable and worth endorsing. Communicate warmth, professionalism and genuine concern at every touchpoint to create a client-turned-advocate.
2.  Leverage family discounts. Family referrals can be a potent source of new patients, and leveraging family discounts can magnify their impact. Integrate “family” into various aspects of your practice. Clearly define your family care program, including discounts for siblings and parents of active patients, free consultations and extended payment plans. Promote this program through brochures, your website, email marketing and social media. Emphasize the convenience and care your practice extends to entire families. Most practices have a discount program but never promote it. Make sure your community knows how family-focused your practice is.
3. Write thoughtful, handwritten notes. In today’s digital age, handwritten notes hold a unique charm. A heartfelt message sent via mail has a lasting impact and prompts referrals by keeping your practice top of mind. Unlike emails or texts, handwritten notes resonate deeply with recipients. They often find a place on the fridge or countertop, acting as a visual reminder of their positive experience. This tangible connection can spark conversations and referrals when friends and family visit.

Casey Bull, the global director of content and community at The Invisible Orthodontist (TIO), drives TIO’s efforts to provide member practices with marketing and business management expertise. Bull began her career in the orthodontic industry in 2014 working for Dr. Alexander Waldman in Beverly Hills, where she developed a range of practice management processes encompassing tracking and reporting, management systems and templates, treatment plans, marketing programs and more.