Building Word of Mouth

Even if your advertising is working well and you're benefiting from a referral service like 1-800-DENTIST, your biggest source of new patients should always be word-of-mouth referrals. However, many practices seem to have a lot of trouble getting their patients to refer. Admittedly, part of it has to do with your relationship with your patients. The bottom line is that if you don't have a meaningful relationship with your patients built on trust, respect and care, you probably won't be getting many referrals. That sort of relationship takes time and effort, and is a detailed enough process that I could write an entire book on the subject. (And I have!) However, for those of you who have a loyal patient base and are looking for some tips on improving your world of mouth, I can offer some proven suggestions.

First, if you're not already doing it, start actively pursuing referrals. It sounds simple, but most dentists forget - or are unwilling - to actually ask for referrals. I suggest telling your patients something like this: "If you like the care that we've given you here in our practice, we'd love to take care of your friends, family or co-workers, so please tell them about us." If done right, this can come off as a compliment to the patient. You're saying that you enjoy treating them and would love to get more people like them in your practice. That's a very positive and empowering message to give someone, as opposed to saying something like, "Oh, I need new patients. Can you help me find them?" Correctly asking for referrals tells your patients that, although your office is busy, you'd gladly make room in the schedule for friends who need your care.

While you're at it, actively reward people who refer. If you're tracking the results of your marketing (and you definitely should be), you'll know when you get referrals. Whenever it happens, be sure to reward the referrer. This could be as simple as a handwritten thank you note, or it could be something like a $10 coffee card or a gift certificate - whatever seems appropriate to you. It shouldn't be a big expense, but it can make a huge difference in the long term. One caveat, however. You don't want to incentivize referrals; in other words, you don't want to suggest to patients upfront that they'll be rewarded for each referral. This is actually illegal in many states (check with your state's Board of Dental Examiners if you ever have a question about the legality of an issue) and it can make you seem like you're hurting for business. However, if the thank you is after the fact and unexpected, there shouldn't be a problem.

Finally, think about your practice and make certain it's a place that patients will want to refer people to. It should go without saying that everyone on your staff needs to treat patients pleasantly and respectfully, but don't discourage your team from having fun! Humor at the office can really ease a patient's reluctance to visit the dentist. That said, while you're working on them, what patients most desire is comfort and consideration of how they're feeling. Remember to talk them throughout their procedure. You might also consider giving them some lip balm before you begin work to keep their lips from drying out or cracking, or taking a two-minute "torture break" when you're performing a long procedure.

Be sure to think about what you can do for your patients after they leave your office, as well. Offer your regulars a free birthday or anniversary whitening. Or, as an alternative, consider sending them flowers on their big day. When people ask who they're from, imagine their surprise when your patient answers, "My dentist!"

Word of mouth is the single most effective way of gaining new patients, but the key to making it work for you is taking great care of the ones you already have. By nurturing your relationship with them, you'll ensure that your patients have a pleasant experience at your office - one they can fully recommend.