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Dental Articles
Have you ever noticed that an idea so obvious can be so elusive? When reviewing monthly statistics with my clients, we track the number of new patients and how they found their way to the practice. With rare exception, most dentists have the ability to accept and actually encourage referrals into the practice.
A progressive dentist in the southeastern corner of Ohio wanted to double the number of referrals into his practice and yet did not have much room in his marketing budget for external initiatives. As his coach, I introduced him to a special report authored by Robert Middleton, Generating Referrals. This report identifies one of the best and inexpensive strategies to generate more referrals and it validates why some practices have an abundance of new patients and many referrals.
Where does most of your business come from? Many dentists, like our Ohio dentist, will answer with "by word-of-mouth." However, very few dentists have a strategy for increasing word-of-mouth interest in the practice. Many simply "pray" for referrals. Unfortunately, that’s not enough.
According to Robert Middleton in his "Info Guru Marketing" report, one of the most powerful and inexpensive ways to generate referrals is this: hand-written thank-you notes or cards. Using this information, I coached my client to look for opportunities to write thank-you notes and to develop a simple strategy that would insure his success.
We identified the following situation that would stimulate Dr. Grateful to send out hand written thank-you notes:
When a new patient schedules an appointment. Set the time of this first visit by letting them know Dr. Grateful is looking forward to meeting them.
When a patient accepts a treatment plan. This will help them feel more confident about choosing Dr. Grateful as their dentist.
When Dr. Grateful completes treatment on a patient. A hand-written note brings closure, acknowledges the patient and increases the chance they will continue their care with Dr. Grateful and his office.
When he gets a referral. Send a note right after meeting the new patient.
When someone helps him. It could be anything or for any reason.
Working with his coach and adhering to Middleton’s suggestions, Dr. Grateful implemented the following strategies:
He bought a lot of thank-you notes and postcards.
He carried them everywhere he went, particularly when he traveled.
He kept stamps with him as well.
He wrote his notes immediately rather than waiting until tomorrow or the next day.
He made each note personal and sincere. He kept them short : two to four lines.
He kept alert for any and all reasons to send hand-written thank-yous.
The results on the goal of doubling his referrals is still being counted. However, he is able to identify two specific results. One, it made him feel much better about himself and how he is caring for others. Second, he soon was receiving positive comments from many of the people who received his unexpected kind words.
Action Step: Make the sending of hand-written thank-you notes frequent, regular and systematic. Make it a habit of sending at least three thank-you cards every single day. If you do this consistently you will feel better about yourself, make a difference for others and be guaranteed of an increase in patient referrals.
© Copyright 2003 by EgyptDentists.com
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