In today’s competitive dental industry, providing exceptional customer experiences and leveraging the power of word-of-mouth referrals are essential for the growth and success of your practice. Building a strong online presence and maintaining a positive reputation are crucial foundations. Let’s explore key strategies to internally market your dental practice, focusing on earning customer loyalty through outstanding service.
Online Presence and Reputation Management
Before delving into referral strategies, ensure your online presence is accurate and your reputation is stellar. Invest in a professional website that is user-friendly, informative, and showcases your expertise. Regularly update your website with relevant content, and ensure it is optimized for search engines.
Monitor online reviews on platforms like Birdeye, Google, Yelp, and Healthgrades. Respond promptly to both positive and negative reviews. Demonstrating that you value patient feedback and are committed to addressing concerns builds trust among potential patients.
Focus Areas: Patient Referrals and Word of Mouth
Patient referrals and word-of-mouth marketing are powerful drivers for dental practices. Encourage your team to foster positive relationships with patients, making them feel valued and heard. When patients express satisfaction, take the opportunity to ask for referrals. This is when it will be most natural and comfortable to ask for the referral and when the patient is most likely to agree to do one!
Implementing Systems for Handling Referrals
Create systems for tracking and acknowledging patient referrals. Identify who referred the patient, and express gratitude. Consider implementing a referral program or loyalty rewards to incentivize patients and show appreciation for their support. Maybe add a line on your monthly New Patient Lead tracking sheet to put the name of the referral down. At the end of the month, acknowledge that patient with a call, card, note or gift of some type to thank them for the kindness they showed in referring your office to their friend, family or co-worker.
Team Involvement and Engagement
Motivate your team to actively seek referrals. Organize contests, games, or challenges with attractive rewards for the team member who brings in the most referrals. This not only boosts morale but also instills a sense of pride and ownership among team members. Who does not like a little friendly competition? It’s especially fun when it also builds a healthy work culture! These “games” or “competitions” will keep it in the forefront of team members’ thoughts to ask patients for referrals. It is easy to forget to do the little things if we are not creating some type of reminder for ourselves.
Engaging Patients in the Referral Process
Involve patients in your referral initiatives by leveraging social media and offering incentives. Encourage them to share positive experiences on platforms like Facebook and Instagram. Consider offering gift cards or small gifts to patients with the most referrals, showcasing their contributions to the practice. The biggest compliment a practice can receive is a referral from an existing patient. So, acknowledging them when they do refer goes a long way in getting even more future referrals.
Leveraging Technology for Efficiency
Utilize advanced technologies to streamline your referral process and enhance patient engagement. Platforms like Revenue Well, Solution Reach, Lighthouse 360, Dental Intel, and Weave offer tools for automated communication, appointment reminders, and patient feedback collection. These technologies not only improve efficiency but also contribute to a positive patient experience.
Training Your Team for Effective Referral Requests
Recognize that not everyone on your team may be comfortable asking for referrals. This is especially true if you have some introverted team members who are not necessarily comfortable talking with and engaging with patients. Conduct training sessions to equip your team with the skills and confidence to seek referrals naturally. Role-playing exercises during team meetings can be particularly effective in preparing team members for real-life interactions.
Identifying the Right Moments to Ask
Timing is crucial when asking for a referral. Train your team to recognize opportune moments, such as when a patient compliments the practice, the doctor, or their overall experience. If a patient doesn’t volunteer positive feedback, encourage your team to ask directly about their satisfaction and address any concerns. Team members can be introverted and so can patients! Just because they do not volunteer the information about their experience does not mean it was a bad experience, so ask them how their experience was.
Setting Goals and Tracking Progress
Building a robust referral system takes time and persistence. Set realistic goals for the number of referrals you aim to achieve weekly or monthly. Regularly review and analyze referral numbers, adjusting your strategies based on the outcomes. Celebrate milestones and achievements with your team, fostering a culture of continuous improvement.
Internal marketing for your dental practice is a multifaceted approach that combines excellent customer experiences, strategic referral initiatives, and the effective use of technology. By focusing on patient referrals, word-of-mouth marketing, and social media engagement, you can create a powerful network of advocates who contribute to the growth and success of your practice. Invest time in training your team, leveraging technology, and consistently tracking progress to ensure long-term success in internal marketing for your dental practice.
Sherri Merritt
Dental Consultant & Trainer
