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Rethink Referrals by Dr. Ashley Kisling

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Rethink Referrals   

How to build new partnerships for growth

by Dr. Ashley Kisling

In the ever-evolving landscape of orthodontics, the traditional methods of generating referrals from general and pediatrics dentists are on the decline. I believe this can be attributed to the emergence of group practices, where orthodontists are “in-house,” and because general dentists and pediatric dentists are providing orthodontic care themselves. When I opened my practice, I knew traditional referral sources were not going to be the source of our practice’s growth. I figured other dentists would not feel comfortable referring to us because we also have pediatric dentistry in-house and my husband practices general dentistry nearby. This being so, I’ve focused on non-traditional methods to grow our patient base while establishing ourselves as leaders in the community among other health care providers. I’ll delve into these non-traditional referral sources, exploring how to collaborate with these providers and strategies to build a working relationship with them.

Who are your non-dentist referrals?
When thinking of what type of health care providers you could collaborate with, consider what treatment options you offer and which providers share these patients. At my office, my pediatric dentist, Dr. William Arnold, and I offer early interceptive orthodontics and evaluate for airway as well neuromuscular disfunction. So naturally, collaboration with myofunctional therapists, occupational therapists, allergists, ENTs and pediatric chiropractors align. I understand that not all orthodontists practice alike but I assure you, no matter what treatment options you provide, there is overlap with other health care providers. An obvious overlap would be pediatricians, but a less obvious referral source could be mental health providers. Partnerships with psychiatrists, social workers, psychologists and even school counselors could be valuable, as we all know the strong connection between mental health and oral health conditions. Therapists often work with patients who may benefit from orthodontic treatment because of issues like bruxism, temporomandibular joint disorders or self-esteem concerns related to their smile.

How to build partnerships
Hopefully, in reading this article you have thought of a few health care providers you can tap into who are in regular contact with individuals who may benefit from your care. Now that you have a few providers in mind, how do you build a relationship with them and establish rapport? When I opened my office, and I followed the “blueprint” of dropping off gifts and goodies to random offices, I found I got no face time with anyone but the receptionist. This proved to be unsuccessful.

I needed a different strategy to get in front of the providers. I used social media. If your niche is airway, lean into it on social media. If your niche is treating gummy smiles, lean into it on social media. You have probably heard the phrase, “the power of social media.” It is real and too powerful to ignore. It is the largest pillar of marketing that built my practice. Not only is it a great source of organic reach for patients, but it is also a platform to establish authority in your community among other health care professionals.

Now more than ever, you, as the orthodontist, need to be seen as the authority on orthodontic subjects. You can do this by leveraging digital platforms and social media channels to amplify your authority and reach a broader audience of patients and referral sources. By creating informative and engaging content that educates and inspires, orthodontists can attract followers who view them as trusted sources of information and the best doctor to provide this care.

When I first opened my practice, I was thinking about non-traditional referral sources. I picked a category I wanted to target first—for example, myofunctional therapists—and I forged online relationships with them. How do you do this? First, go to Google Maps, and find all myofunctional therapists in your surrounding area. Next, find them on social media, I found Instagram the most beneficial for this strategy. Follow them and start liking and commenting on the content you find interesting. Become a genuine fan of their work. Once you have built some online rapport, offer to bring their staff lunch or meet up for coffee to discuss a post that has a connection to orthodontics, and how you would love to collaborate in the future. This strategy is far superior to dropping off gifts and goodies to potential referring offices. People do business with people they know and trust. Social media can be a vehicle for you to gain another provider’s trust without ever meeting in person.

How to foster collaborative care
I found the most efficient way to collaborate is to host study clubs. Not with other dentists or orthodontists, but with a group of health care professionals you are trying to target. Now instead of needing seven hours to meet seven different myofunctional therapists for coffee, I only need two hours to host and meet seven new referral sources. Dr. Arnold and I started a myofunctional therapy study club that meets quarterly. This gave an opportunity for potential referrers to come to the office and take a tour, and positioned us as experts within our community. These study clubs have given us the platform to showcase our past collaborative cases, thereby increasing our credibility and positioning us as the office to refer to. These study clubs have not only bolstered our patient base but, by engaging in discussions and sharing insights, I have become a better clinician. In California, one of the avenues to becoming a myofunctional therapist is first being a hygienist. So naturally, a lot of these providers work as dual providers: hygienists in a dental practice and a myofunctional therapist in their own private practice. An unexpected referral source is the dental practices that employee these hygienists.

Study clubs foster collaboration and networking opportunities, enabling orthodontists to establish valuable relationships with multiple health care professionals all in one night. These relationships can pave the way for mutual referrals, and this integrated approach not only enhances patient care but also sets the orthodontist apart as a provider who practices comprehensive wellness.

Within the current market, where traditional referral sources are dwindling, orthodontists must embrace innovative strategies to build relationships and grow their practices. By forging connections with non-traditional referral sources—such as myofunctional therapists, occupational therapists and even mental health providers—orthodontists can expand their patient base while providing more comprehensive patient care. Social media, leveraged as a tool for networking and authority-building, has proven to be an invaluable asset, allowing professionals to establish trust and rapport before even meeting in person. Additionally, hosting interdisciplinary study clubs fosters collaboration and positions orthodontists as leaders within their communities. The future of orthodontic referrals lies in proactive engagement, digital presence and strategic networking, ensuring continued growth and success in an ever-evolving health care landscape.
Author Bio
Dr. Ashley Kisling Dr. Ashley Kisling is a board-certified orthodontist and the owner of SOCO Pediatric Dentistry and Orthodontics in southern California. Kisling earned a bachelor’s degree in public health sciences at UC Irvine in 2011 and a DDS from UCLA in 2015, then completed her three-year orthodontic residency program in Georgia.






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