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The Evolution of Referrals by Melissa Herbinko

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The Evolution of Referrals 

Referrals reimagined after three decades in practice

by Melissa Herbinko


If your orthodontic practice no longer accepts new patients, congratulations, you’ve achieved a rare milestone! For most orthodontists, however, referrals are essential for growth. Over my 35-year career in Western Pennsylvania, I’ve observed a profound shift in referral sources. While general dentists, school visits, community events, and patient word-of-mouth once sufficed, today’s competitive landscape demands innovative strategies to attract and retain referrals.

My journey began as an orthodontic assistant, where I gained comprehensive knowledge of our practice. As we expanded, our doctors created the role of professional relations coordinator, a position I’ve held with pride. It’s a pivotal role in navigating this evolving environment.


The role of a professional relations coordinator
Every practice should appoint a professional relations coordinator from within—someone with deep practice knowledge and passion matching the owner’s. This ambassador fosters relationships with referring offices, engages communities and schools, and manages social media presence. They collaborate with doctors to secure high-visibility opportunities, like sponsoring local races or billboards at football games.

Critically, they track referral sources diligently. Are new patients from the February Children’s Dental Health Month school visit, last October’s trunk-or-treat, or the 2024 vacation Bible school event? Precise tracking informs effective strategies.


Reevaluate your referral strategy
To stay competitive, generate monthly referral reports, comparing them month to month and year to year. Track from the first patient contact, whether phone or online, by asking, “Who referred you?” Be specific, be sure to note individual doctors’ names in multi-doctor practices. Thank top referrers with gestures like a handwritten note or a coffee shop gift card, encouraging continued recommendations.


Stand out in a crowded field
With competition intensifying, differentiation is key. Years ago, our office was the only orthodontist at community events; now, up to seven practices compete at a single event. One woman called it a “battle of the orthodontists,” seeking free giveaways rather than treatment information. This prompted a rethink—your professional relations coordinator must devise creative initiatives to make your practice memorable beyond standard booths.


Think outside the box
Community events and school visits are common. To stand out, host unique events like a trunk-or-treat in your parking lot, inviting referring dentists to decorate cars and distribute candy. Sponsor vacation Bible schools or summer sports camps, providing branded treats or water bottles. These events target the ideal age for Phase I or comprehensive treatment.


Execute flawless events
Our accredited lunch-and-learn program offers CE credits to referring offices, transforming our outreach. Doctors select engaging topics like Invisalign and create polished PowerPoint presentations. To replicate this, apply for accreditation through programs like the American Dental Association Continuing Education Recognition Program (ADA CERP) or the Academy of General Dentistry’s Program Approval for Continuing Education (AGD PACE). Design compelling flyers and choose between visiting individual offices or hosting larger events at restaurants. Invite all referring offices to foster new connections. We also offer larger CE courses for doctors, hygienists, and EFDA licensees, prioritizing reservations for referring offices as a thank-you.

For lunch-and-learns, welcome all staff, not just those needing CE credits. Provide catered lunches, accommodating dietary restrictions, and ensure equipment readiness (computer, screen, speaker, pointer, and extension cords). Email handouts for convenience. For larger events, enhance engagement with raffles for event tickets or restaurant gift cards, or raffle the table centerpieces, like flower arrangements.


Celebrate National Dental Hygiene Month
For National Dental Hygiene Month in October, host an exclusive hygienist event at a winery or brewery with a guest speaker and CE credits. This builds community and reinforces your commitment to the profession.


Follow up effectively
Conclude events with CE credit verification and an evaluation form for feedback. Leave business cards, a 4x6 postcard listing accepted insurances, and branded gifts like grocery totes or chip clips. These keep your practice top of mind for referring offices.


Final thoughts
If your practice isn’t accepting new patients, you’re in an enviable position. For most, generating referrals requires innovation. Appoint a dedicated professional relations coordinator, track referrals meticulously, and engage communities with creative initiatives. By fostering strong relationships with referring offices and distinguishing your practice, you’ll thrive in today’s dynamic orthodontic landscape. Start today—evaluate your referral sources and plan your next standout event.
Author Bio
Melissa Herbinko Melissa Herbinko is the office liaison for a large multidoctor practice in the Midwest and is the author of Wait! What? We’re Growing!: Practical Advice on How to Market Your Orthodontic Practice... From an Insider to You.
 
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