In the last 22 years, I have met many dentists who have invested heavily in what the dental profession refers to as "external marketing," which is primarily advertising on television and radio, as well as in magazines. The problem I noticed was that these dentists usually experienced rather limited results. While these approaches can work, they typically are hit-or-miss ventures. Every practitioner has to make his or her own decision, but I believe the best method for increasing referrals still is using the oldest form of advertising: word of mouth. And increasing that word of mouth can be as simple as following a few steps.
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INCREASING PATIENT REFERRALS
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Using the following recommendations, any practice can begin to increase patient referrals with highly predictable results.
Give every patient your full attention.
A common complaint about physicians is that they do not spend enough time with each patient. Dentists can avoid similar comparisons by focusing on every patient and spending enough time with each. When patients feel that they have received full attention, they perceive a true sense of caring on the part of the practice. When this occurs, patients are far more likely to refer friends and family to the dentist.
Complete all cases.
At first glance, this may seem odd. After all, most dentists certainly complete their cases for their patients. But, do they complete cases in the right way?
- – Does anyone in the practice call patients after treatment to see how they are doing?
- – Are patients with dentures given the minimum number of adjustments and a gentle "push" out of the practice? Are they recalled annually for a denture examination, an oral cancer examination and a discussion of treatment alternatives?
- – Are patients offered convenient appointments within a scheduling protocol that works for patients and the practice?
- – Are confirmation calls handled in a positive way? Do these calls go to patients’ cell phones, e-mail or text message boxes? Or are they just more annoying calls left on a patient’s home answering machine?
- – Are new patients given a positive introduction to the practice by means of written materials? Do practice staff members have a script to use with new patients that describes clearly the benefits of joining the practice?
While there are several other questions that could be added to this list, the main objective is to create an environment in which the patient does not simply receive dental care but also enjoys a positive overall experience.
Appreciate patients.
Let patients know how much they are appreciated. Thanking patients for coming, recognizing them for referrals and learning about them as people—these are things that go to the heart of increasing patients’ referrals of others to the practice. It is not difficult to stand out as a practice by focusing on a positive patient experience and letting patients know that the practice recognizes that they are its No. 1 concern. This requires a combination of excellent dentistry, customer service and a team that truly cares for patients.
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REFERRALS AND CONSISTENCY
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Do these action items really lead to more referrals? Yes, they do. Does it matter whether the practice is fee-for-service or insurance-based? Not at all. Some patients accept only treatment that is covered by their insurance policies and, as a consequence, ignore other necessary treatment. However, if the dentist uses the steps and protocols listed above to discuss the needed treatment, patients often will accept treatment even if it is not covered by insurance. The practice not only can increase the number of referrals from patients, but it also can create an environment in which more dentistry is likely to be accepted—a benefit to practice and patients alike.
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CONCLUSION
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Obviously, every patient wants to be treated well. That means going the extra mile and ensuring that patients know that the practice has undertaken the additional steps described in this column. While it is critical to focus on the clinical aspect of continuing education, it also is important to realize that many patients do not understand the quality of dentistry that is being provided.
The best way for patients to appreciate exceptional clinical care is for practices to provide outstanding customer service. Patients generally accept that excellent service goes hand-in-hand with excellent dentistry. This will reduce any feeling of buyer’s remorse regarding fees for dental care. Most important of all, superior customer service creates an environment that people want to tell others about.
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INCREASING PATIENT REFERRALS
REFERRALS AND CONSISTENCY
