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Internal Referrals by Michelle Shimmin

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Internal Referrals 

Strengthening orthodontic practices through incentives and seamless team communication

by Michelle Shimmin

In a competitive and evolving dental landscape, orthodontic practices must continually and creatively innovate to attract and retain patients. While external marketing strategies are essential, internal referrals offer a powerful, often underutilized, avenue for growth. By strategically leveraging internal referrals, practices can not only enhance their patient base but also foster a more engaged and motivated team. This article delves into the importance of internal referral systems, the benefits they bring to both the practice and patients, and the critical role of seamless team communication and incentives in making these systems successful.

Internal referrals in a practice refer to the process by which current patients or team members recommend the practice to potential new patients. These referrals can originate from satisfied patients, team members or even other specialists within the practice, such as general dentists or oral surgeons. Unlike external marketing, which requires significant investment in time and resources, internal referrals are driven by the quality of care provided and the strength of relationships built within the practice by the doctor and the team members.

There are valuable benefits to these types of referrals, and the measured success of these referrals proves much stronger than other channels of bringing in new patients. A few benefits of internal referrals include:
  • Cost-effective growth. Internal referrals are one of the most cost-effective ways to grow a practice. Because they rely on existing relationships and positive experiences, the acquisition cost per patient is typically lower than with external marketing methods such as advertisements or digital campaigns.
  • Higher conversion rates. Patients referred internally tend to have a higher conversion rate. When someone is referred by a trusted source, they’re more likely to schedule a consultation and proceed with treatment. This trust significantly reduces the time and effort needed to convert a lead into a patient.
  • Enhanced patient trust and satisfaction. Internal referrals often lead to higher levels of patient satisfaction. New patients enter the practice with a sense of trust, having been recommended by someone they know and respect. This trust can positively affect their overall experience and treatment outcomes.
  • Improved team morale and engagement. Encouraging internal referrals can boost team morale. When team members are actively involved in the growth of the practice and see their contributions acknowledged and rewarded, they’re more likely to feel engaged and motivated in their roles.
To maximize the benefits of internal referrals, practices should implement a three-pronged strategic approach.


First, set clear goals and establish expectations
The first step in establishing a successful internal referral program is to set clear goals. ese goals should be specific, measurable and aligned with the overall objectives of the practice. For example, a practice may set a goal to increase the number of new patients through internal referrals by 20% over the next year. By defining these goals, the practice can track progress and adjust strategies as needed. Keeping track of a patient’s referral source is imperative to this success and should be expected.

In addition to setting goals, it’s essential to establish clear expectations for the team. Team members should understand their role in the referral process and how they can contribute. This includes educating them on how to identify potential referral opportunities, how to communicate with patients about the benefits of referring friends and family, and the importance of maintaining a high standard of care. This process is often overlooked. Discussion, practice and role-playing with your team supports their awareness and comfort with these actions.


Then, foster a referral-friendly culture
Creating a culture that encourages internal referrals requires intentional effort. This begins with leadership. Practice leaders should consistently communicate the value of referrals and recognize and reward team members who contribute to the practice’s growth.

One effective way to foster this culture is by integrating referrals into the practice’s core values and daily operations. For instance, during team meetings, leaders can highlight recent successes related to referrals and share testimonials from referred patients. Additionally, team members should be encouraged to share their own experiences and ideas for improving the referral process.

Another critical aspect of a referral-friendly culture is patient education. Patients who are well-informed about the benefits of orthodontic treatment and the positive experiences of others are more likely to refer friends and family. Providing patients with referral cards, offering referral discounts and sharing success stories on social media are all ways to keep the idea of referrals top of mind.


And finally, use effective communication tools
Effective communication is the backbone of a successful internal referral program. This includes communication between team members, between the practice and patients, and even between the practice and external partners such as referring dentists. For internal referrals to be successful, all team members must be on the same page. This means that everyone— from the front desk staff to the orthodontists themselves—should be aware of the goals, strategies and tools available for promoting these internal referrals.

Regular team meetings are an excellent opportunity to discuss referral strategies and address any challenges. During these meetings, team members can share insights, suggest improvements and celebrate wins. Additionally, training sessions can be conducted to ensure everyone is comfortable discussing referrals with patients.

The right technology can also enhance team communication. Implement a practice management system that tracks referrals and provides real-time data to help keep everyone informed and engaged. This system can also be used to automate follow-ups with patients who have been referred, ensuring that no opportunities are missed.


Make it easy for patients to make referrals
Communication with patients is equally important in the referral process. From the initial consultation to posttreatment follow-ups, every interaction should reinforce the value of the practice and the benefits of referring others.

One effective strategy is to personalize the referral request. After a successful treatment, the orthodontist or a team member can directly ask the patient if they know anyone who might benefit from similar care. This request can be framed as a way to help others, rather than as a favor to the practice.

Providing patients with the tools they need to make referrals is also crucial. This could include referral cards, links to online reviews or even simple scripts they can use when talking to friends and family. The easier it is for patients to refer others, the more likely they are to do so.


Incentives for patients— and team members
Incentives play a crucial role in motivating both patients and team members to participate in the referral process. However, these incentives must be thoughtfully designed to align with the practice’s values and goals.

Offering incentives to patients who refer others can be a powerful motivator. These incentives might include discounts on future treatments, gift cards or entry into a prize drawing. However, it’s essential to ensure that these incentives don’t overshadow the quality of care or the genuine desire to help others. The goal is to create a win-win situation where patients feel rewarded for their efforts without compromising the integrity of the referral process.

Additionally, practices can create referral programs that offer escalating rewards based on the number of successful referrals. For example, a patient who refers three or more new patients could receive a more substantial appreciation gift. This not only incentivizes the initial referral but also encourages patients to continue referring others over time.

Incentivizing team members can be just as important as incentivizing patients! When team members feel valued and recognized for their contributions, they’re more likely to actively participate in the referral process. Incentives for team members might include bonuses, extra time off or public recognition during team meetings. It’s important to tailor these incentives to what motivates your team. For some, financial rewards might be most appealing, while others might appreciate additional time off or opportunities for professional development.

To ensure the success of these incentives, practices should regularly evaluate their effectiveness and make adjustments as needed. Gathering feedback from team members about what motivates them can also help refine the incentive program over time.


Implement and optimize
While the concept of internal referrals is straightforward, implementing and optimizing the process requires careful planning and ongoing evaluation. Below are some practical insights and tools to help orthodontic practices succeed.
  • Start with a pilot program. Before rolling out a full-scale internal referral program, consider starting with a pilot program. This allows the practice to test different strategies, gather feedback and make adjustments before expanding. During the pilot, track key metrics such as the number of referrals, conversion rates and patient satisfaction. Use this data to refine the program and identify best practices.
  • Use the right technology. Technology can streamline the referral process and make it easier to track and manage referrals. Practice management software that integrates referral tracking can help monitor the success of the program and identify trends. Additionally, automated communication tools can be used to follow up with referred patients and keep them engaged throughout the treatment process.
Internal referral programs should be dynamic and adaptable. Regularly review the program’s performance and gather feedback from patients and team members. Look for areas where the process can be improved, whether it’s by enhancing communication, adjusting incentives or providing additional training, practice and role-playing.


Conclusion
I firmly believe that passion is a critical component of any successful internal referral program. When team members are passionate about the care they provide and the impact they have on patients’ lives, this enthusiasm naturally translates into more effective communication and referrals. Passionate team members are more likely to talk about the practice with friends and family, share success stories with patients and go the extra mile to ensure that every patient has a positive experience.

For practice leaders, fostering this passion requires more than just incentives. It involves creating a supportive and positive work environment, providing opportunities for professional growth and recognizing the contributions of each team member. When team members feel connected to the practice’s mission and values, they are more likely to engage in the referral process with genuine enthusiasm.

Internal referrals are a powerful tool for growing an orthodontic practice, offering benefits that extend beyond just increasing the patient base. By strategically utilizing internal referrals, fostering a referral-friendly culture, enhancing communication and offering thoughtful incentives, orthodontic practices can create a sustainable and effective referral system. Ultimately, the success of an internal referral program hinges on the passion and engagement of the entire team. When everyone is aligned and motivated, the practice can achieve new heights, delivering exceptional care to more patients and building a stronger, more resilient business.

Author Bio
Michelle Shimmin Michelle Shimmin is an international lecturer, trainer and consultant who helps transform orthodontic practices to promote growth and success through a comprehensive approach. Shimmin is considered one of the most sought-after trainers and lecturers both domestically and internationally. Website: orthoconsulting.com.



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