Despite the internet, social media and all of the wonderful technologies we enjoy in dentistry, it’s the soft skills that still reign king.  Dr. Barry Polansky, author of the book “The Art of the Examination“, explains that people skills are a prerequisite to a successful private practice and that trust is the highest form of human motivation.

Read more in Dr. Polansky’s “Ask the Expert” column in Dental Economics. Explore Dr. Polansky’s coaching services in his Academy of Dental Leadership.

At the 2009 ADA meeting in Hawaii,  Kevin Henry, managing editor of Dental Economics and Dentistry IQ blogger, and Rita Zamora discuss word of mouth referral marketing …

Key points are:

1)  The stronger your referral flows are, the better your return on all marketing investments.

2)  Increase referrals via quality patient relations and communication  (consistent contact with patients more than twice per year).

3)  If you don’t already have a referral system for your dental practice, now is a great time to start.

A recent Denver Business Journal article Study: Stay-at-home moms dominate social media stated that more than 60 percent of stay-at-home moms are more likely to use Facebook, compared to average adults at 50%.

The article also said, “Nearly 94 percent of the moms surveyed said they seek advice before buying products or services and more than 97 percent said they give advice on products or services purchased”.   This article is a timely reminder of where potential new patients are–online and interacting on social media.

Are you, or is your practice, participating in these online conversations?

Motivate patients to refer by providing positive, memorable service experiences.  You can help your referral invitations to stick, even long after the patient’s last check-up, by making your message tangible.

Experts agree about 60% to 65% of the population are visual learners. Visual learners relate most effectively to written information, diagrams and pictures. Whether you illustrate your referral request in letters, postcards, business cards or emails, the moment you make your message visual or tangible you’ll increase your effectiveness and your referrals.

When was the last time your patients heard from you?

Why do some marketing programs work for one practice and not others?  If your practice has better technology, nicer referral cards and the best website … How can another practice that has none of those be more successful?  The answer lies not in the marketing tools, strategies and tactics, but in the people who use them.

The dental team, armed with exceptional people skills and genuine interest, can out-relate—and outperform any marketing secret.  Whether it be Facebook, a referral card or a personal follow-up call … the way in which the socializing, relating and interacting is done is key.

When a team member inherently enjoys what they do in your practice, the benefits are immeasurable. They interact with patients, genuinely, because they like to.

Customer service (patient relations) and marketing are one.  If patients feel a disconnect between what brought them to your practice and the experiences they have once there, it is a make or break point.  You and your team have the power to fuel Facebook activity, word of mouth and referrals—or not.

If your practice Facebook account is stale, referrals are flat and phone calls are unreturned, it may be time to review the motivation and energy behind the effort.  Remember, people don’t interact with Facebook, they interact with other people.  Likewise, patients don’t refer to a “practice”, they refer to people.

Good marketing plans are important; however the people that act upon the plans day-to-day are most important.

1. NEWSLETTERS – Quality not quantity is the key. Don’t put off sending out a newsletter because you think it has to be four tedious pages long. The most important elements are to be consistent, interesting, and unique-to-your-practice.

2. REFERRAL PROGRAMS – Make sure you have a turn-key system in place. Be sure to say thank you for each and every referral and consider rewards or incentives when appropriate.

3. CHASES CALENDAR OF EVENTS – Reference this book and find ideas to celebrate any meaningful day of the year with your patients.

4. EMAILS – Send out e-news, greeting card, special offer, promotion, announcement or invitation.

5. CONTESTS – This can be something patients actively enter to win, or are automatically entered into when they refer, elect to receive your emails or complete surveys.

6. POSTCARDS – Get creative! Personalize a custom postcard with a team photo or use a non-dental related theme to get more attention.

7. SPECIAL EVENTS – Picnics, barbecues, pumpkin patch hunts or patient appreciation open-house parties.

Finding effective referral marketing activities doesn’t mean you have to re-invent the wheel or bust your marketing budget. If you forgot to plan, simply choose a few tactics you can implement today.

Want to know more? Get your complete Referral Marketing System How-To Guidebook now.

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