Making the Most of

Referral Marketing
FOR OFFICES | SEPTEMBER 2015
Referral as a Strategic Objective Marketing Guide
I. What is referral marketing?
Simply put, referral marketing is spreading the
word about a product or service through a
business' existing customers, rather than traditional
advertising. It happens after you demonstrate great
service to your current patients, who then end up
promoting your services to their own friends and
family. It is essentially word-of-mouth advertising
based on the great service you provide.
II. Why are referrals important?
According to the New York Times, 65% of all new
business comes from referrals. That means, on
average, two-thirds of consumers make purchases
because someone they know recommended a
particular product or service. Recent findings from
Nielsen also show people are four times more likely
to buy when referred by a friend.
Overall, referred patients are more likely to remain
long-term, loyal patients. By turning all your current
patients into referring patients for the office, you
will see an increase in patient flow and a decrease in
advertising expense.
Referral as a Strategic Objective Marketing Guide | September 2015
III. 3 tips for successful referral marketing in your office
• Implement the Perfect Patient Experience®
The first step to gain steady referrals is to
impress your current patients enough that they
begin to trust you, your services and your office.
From the initial greeting to the consult, exam,
treatment, and check-out, make your patients feel
welcomed, cared for and respected. By providing
the perfect patient experience and establishing
the trust of your current patients, you are more
likely to guarantee a recommendation from them
to their friends and family.
• Prepare your office and staff with proper
training and materials
Clearly communicate the unique value proposition
of your services to the clinicians and staff so that
everyone knows how to present the office’s services
to patients. Also, don’t forget to have informative
promotional materials such as brochures, flyers, etc.
ready at the office, so patients can take them home
and spread the word for you!
• Learn to ask for referrals without specifically
asking for referrals
We don’t recommend outright asking patients for
referrals. Instead, it’s about creating a culture within
the office where your patient will automatically
want to spread the word for you.
2
Referral as a Strategic Objective Marketing Guide

How do I approach patients? Marketing Kit

1. During Patient Visit

Encourage your patients to provide you with honest

feedback about your services. If they are happy with your
services, remind them that you are always accepting new
patients and even accept walk-ins and emergencies, too.
Share with them how you cater to the whole family, how
you support the community with sponsorships, drives, etc.,
and how you have formed relationships with neighboring
businesses.

Remember that referrals only come when patients have

great experiences with you! If patients give negative
comments, address the problem right away and take note
to make sure it’s resolved properly.

• How to ask for patient feedback

Say phrases like, “We love serving entire families. We

are open Saturdays just so that we can fit the whole
family in.” And be sure to send them off to work or
home with information to share.

- Marketing Kit: Promotional business card with New

Patient Special offer, toothbrush, toothpaste and
floss, magnet with office information. Note: will
update to new pillow box marketing kit if approved.

Referral as a Strategic Objective Marketing Guide | September 2015 3

Referral as a Strategic Objective Marketing Guide

• Display materials in the office to encourage referrals “We Welcome New Patients” Signage

Signage displayed at the office can easily grab a

waiting patient’s attention and serve as a helpful, subtle We Welcome New Patients
reminder that you welcome friends and family.

- “We Welcome New Patients” signage

We will always make room for
Place the signage in the reception area, clinical your friends and family.
area and exit counter to visually remind patients.
Thank you for your referrals!
- “Check in” social media signage

Place the signage in the reception area.

Encourage people to check in on your office page
on Yelp, Foursquare and Facebook to build your
online presence. However, we do not recommend
“Check in” Signage
you ask for reviews as it violates the terms for
online review sites.
Check in,
get a gift & smile!
Check yourself in for a FREE gift.

MONTECITO TOWNE CENTER

DENTAL GROUP AND ORTHODONTICS

Referral as a Strategic Objective Marketing Guide | September 2015 4

Referral as a Strategic Objective Marketing Guide

• Welcome new patients with a gift New Patient Welcome Gift

Give new patients a gift and a warm welcome when

they arrive at your office. This extra step in the patient
experience will differentiate you and give the patient
something to share with family and friends.

- New patient welcome gift: marketing kit, chapstick

and mug.

Referral as a Strategic Objective Marketing Guide | September 2015 5

Referral as a Strategic Objective Marketing Guide

2. After Patient Visit

• Show appreciation to loyal patients

Thank You Card for Thank You Card
Leave a note in a current patient’s profile once a Loyal Patients Message
new patient identifies him or her as a referrer. The
note should include the new patient’s name and 800-000-0000 | GreenValleyRanchMondernSmiles.com
Rancho Santa Margarita, CA 80000
41620 W Maricopa Casa-Grande Hwy, Ste 17-21

his/her visit date. Make a call to the loyal patient Featured Doc

(the referrer) to show your appreciation. You can

DENTAL GROUP AND ORTHODONTICS
MONTECITO TOWNE CENTER

also follow up by sending a thank you card.

• Thank you card options for loyal patients:

- Pre-printed card with a thank you message for

the dentist/office staff to sign and mail Thank We just want to thank you for referring your family

You!
and friends to our office. It’s always a pleasure serving
you, and your family and friends, too. We look forward
- Blank office-branded card for dentist/office staff to seeing your smile again soon. As always, please let
us know if there’s anything that we can do for you.

to write out, sign and mail Sincerely,

Referral as a Strategic Objective Marketing Guide | September 2015 6

Referral as a Strategic Objective Marketing Guide

• Follow-up phone call to new patients
After a new patient has been in or if they’ve had a
large procedure, a follow-up call from the dentist
is a great way to go that extra mile. By checking
in to see how the patient feels and by clarifying
any questions or concerns, you’ll be showing your
willingness to provide great service.
• The following are different options to deliver your
letter to new patients:
- Automated letter triggered by charge-out
code 183
- Automated letter with gift (Mrs. Field’s cookies)
triggered by charge-out code 184

• Follow-up letter to new patients
You can also send a follow-up letter to all new
patients after their visits. The message can include
the following four key elements:
- Pre-printed card with a thank you message for
the dentist/office staff to sign and mail
- Blank office-branded card for the dentist/office
staff to write out, sign and mail

1) Appreciation for choosing your office

2) Enthusiasm for the opportunity to provide

continuing service and care

3) Request for feedback

4) Encouragement for referrals

Referral as a Strategic Objective Marketing Guide | September 2015 7

Referral as a Strategic Objective Marketing Guide

Thank You Letter Thank You Letter Thank You Card Message
w/o Gift with Gift Thank You Card for New Patient

Thank you for Thank You!

800-000-0000 | GreenValleyRanchMondernSmiles.com
Rancho Santa Margarita, CA 80000
41620 W Maricopa Casa-Grande Hwy, Ste 17-21

being our patient!

Featured Doc

DENTAL GROUP AND ORTHODONTICS

MONTECITO TOWNE CENTER

Dear [Patient Name], Dear [Patient Name],

We just want to thank you for choosing us to serve your dental Thank you for choosing us to serve your dental needs. As a
needs. It’s always a pleasure serving you, and we hope you’ll tell special thank you, we’re including this gift for you to enjoy.
your friends about us. We look forward to seeing your smile again We look forward to caring for your beautiful smile for years to
soon. Please let us know if we can help you with anything else. come. Please let us know if we can help you with anything else.

Sincerely, Sincerely,

Montecito Towne Center Dental Group and Orthodontics Montecito Towne Center Dental Group and Orthodontics

Thank Thank you for giving us the opportunity to care for

You! you and your smile. We want you to feel great about
seeing the dentist and hope you enjoyed your visit
with us. It was a pleasure serving you. Don’t forget
to tell your friends and family about us too! We look
forward to caring for you for years to come.

661
251-2002 661
251-2002
GreenValleyRanchModernSmiles.com GreenValleyRanchModernSmiles.com

Featured Doctor Featured Doctor

00000 W Maricopa Casa-Grande Hwy, Ste 17–21 00000 W Maricopa Casa-Grande Hwy, Ste 17–21
Santa Clarita, CA 91321 Santa Clarita, CA 91321

Referral as a Strategic Objective Marketing Guide | September 2015 8

Referral as a Strategic Objective Marketing Guide

• Greetings on special occasions

Send a greeting card to patients on special

occasions, such as birthdays and holidays. For long-
Birthday Card Holiday Card
time loyal patients, include an extra gift to show
your appreciation. Patients will be more likely to 800-000-0000 | GreenValleyRanchMondernSmiles.com 800-000-0000 | GreenValleyRanchMondernSmiles.com

refer your office to others if they feel valued.

Rancho Santa Margarita, CA 99999 Rancho Santa Margarita, CA 99999
41620 W Maricopa Casa-Grande Hwy, Ste 17-21 41620 W Maricopa Casa-Grande Hwy, Ste 17-21
Featured Doctor Featured Doctor

DENTAL GROUP AND ORTHODONTICS DENTAL GROUP AND ORTHODONTICS

MONTECITO TOWNE CENTER MONTECITO TOWNE CENTER

• Greeting card options:

- Pre-printed card with a greeting message for

the dentist/office staff to sign and mail

- Blank office-branded card for the dentist/office

staff to write out, sign and mail
Happy
Holidays!

Referral as a Strategic Objective Marketing Guide | September 2015 9