For orthodontists, the need to influence and attract new patients is more critical now than ever. With increasing competition, lower number of new patients coming through your door and rising operational costs, relying solely on traditional marketing strategies isn’t enough. Internal and external referrals are one of the most cost-effective and impactful ways to boost your practice’s growth.
The truth is your best marketing asset is sitting right in front of you—your satisfied patients and your trusted dental partners. Yet, many practices overlook the untapped potential of referral systems or lack consistency with these efforts. It's time to act, streamline your referral process, and watch new patients walk through your doors.
At Shimmin Consulting, we’ve worked with countless orthodontic practices across the country, helping them build effective referral strategies that consistently drive new patient volume. Below, we’ll explore practical, actionable solutions that can transform your practice by optimizing both internal and external referrals.
Let’s start by turning your happy patients into your practice advocates:
1. Establish a Referral Incentive Program – Start Today
If you’re not offering an incentive for referrals, you’re missing out on an easy win. I recommend launching a referral rewards program immediately. This could include small gifts, discounts on future services, or even entries into a quarterly drawing for a high-value prize like a tablet or an electric toothbrush.
But don’t stop there—make it easy. Train your staff to mention the referral program at the end of appointments, include it in post-treatment emails, and display promotional materials throughout your office. The simpler and more visible and consistent the program, the more likely patients will participate.
2. Build a Social Proof Engine
In today’s digital world, your reputation matters more than ever. Positive reviews can sway potential patients who are deciding between your practice and another. Make leaving reviews as seamless as possible set up automatic requests after treatments and provide links to your Google and Yelp page. Additionally, encourage happy patients to share their experiences on social media.
I encourage using patient success stories to build trust and connection. Post before-and-after images (with consent, of course) on social media, create short video testimonials, and share these stories in your email newsletters. When people see real results and hear real stories, they’re more likely to recommend your practice to others.
3. Stay Connected with Former Patients
Don’t forget your former patients—they’re an important resource. Implement a post-treatment follow-up system that keeps you in touch with them through emails, newsletters, or even birthday greetings. This makes your practice memorable when they’re in a conversation where someone mentions needing orthodontic care. Additionally, offer them incentives for referring new patients, even years after their treatment.
Now let's talk about your external referrals and building a network of trusted partners:
1. Strengthen Relationships with General Dentists
Your relationship with general dentists is key to external referrals. At Shimmin Consulting, we recommend a proactive approach—set up face-to-face meetings, host lunch-and-learns, and provide educational resources that help dentists understand the benefits of early orthodontic intervention and the benefit to them AND their patients of working with you. Remember, many general dentists want to add value to their patients' overall oral health and will appreciate your effort to educate them on how you can help.
Make the referral process seamless for them. Offer a referral kit with physical materials like referral pads and brochures, but also digital options like an online referral form or scan code for ease and efficiency. The easier you make it for the referring dentist, the more likely they are to send patients your way.
Determine a strategy to stand out to the general dental teams in your area. You can do this through their experience of you referring treatment back to them and supporting your patient’s consistent dental appointments or customizing how you communicate with that particular office. In addition, look to serve the TEAM of your local dental office and turn them into your practice advocates, as well.
2. Offer Continuing Education (CE) Courses
Host CE events for local dentists and healthcare professionals that focus on advancements in orthodontic care, emerging treatments, and patient case studies. This positions your practice as a thought leader in the community and builds trust with professionals who will be more likely to refer patients. You don’t have to limit these sessions to dentists—consider including pediatricians, ENTs, and speech therapists in your network.
3. Timely Communication and Gratitude Matter
When dentists or healthcare professionals refer patients, keep them in the loop. At Shimmin Consulting, we advise orthodontists to send detailed reports and updates on the progress of the patients they referred. This professional touch reassures the referring doctors that their patients are in good hands and increases the likelihood of continued referrals.
Never underestimate the power of a thank-you. Sending personalized notes or small tokens of appreciation to referring partners makes a lasting impression and reinforces your appreciation for their trust.
Streamlining Referral Systems with Technology
If you’re serious about ramping up referrals, integrating the right technology is crucial. Platforms that allow you to automate key parts of the referral process, track where new patients are coming from, and maintain clear communication with your referring partners. Customer Relationship Management (CRM) systems can help you organize and manage referral contacts, track follow-ups, and ensure no opportunities are missed.
By streamlining the referral process with automation, you ensure that no patient or dental partner feels neglected and that you’re efficiently managing all touchpoints in your network.
At Shimmin Consulting, we’ve seen first-hand the transformative power of a well-oiled and consistent referral system. Whether it’s refining your in-office patient referral program or building stronger relationships with general dentists and other healthcare professionals, we help orthodontists create a structured, repeatable system that fuels new patient growth.
If you’re looking to grow your patient base, don’t wait—start maximizing your referral potential today. It’s time to turn every happy patient and trusted partner into a referral powerhouse. Let us be your Orthodontic Practice Consultant and make your practice the go-to choice for orthodontic care in your community.
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