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Patient Attraction Episode 572: Are YOU Making These Common Dental Marketing Mistakes (Part 13)?
Every dentist I have ever talked too – EVERY SINGLE ONE – swears he has a good referral program. In fact, some dentists think they don’t need to market because they have such a strong referral program. But just getting A LOT of referrals does not mean you have a GOOD referral program. I’m going to tell you why when we return.
– Colin Receveur here and welcome to another Saturday edition of the Patient Attraction Podcast.
– If you are a dentist who doesn’t have a good referral program, you have a serious problem.
– Referrals are a form of internal marketing that some dentists think is so important, it’s all they focus on.
– But even if you have a lot of referrals, you still may not be maximizing this important form of internal marketing.
– Because if you think that doing good work alone will get you referrals, it won’t.
– Even if you encourage patients to endorse you, they might not.
– Think about it: Do you really think people are going to say, “I was so afraid of the dentist that I let my mouth go to hell, but my dentist told me about sedation dentistry and now I don’t cry at the thought of going?”
– Or something like, “After years of smoking and neglect, I was lucky to be missing only a few teeth. My dentist gave me these great implants. Don’t they look awesome?”
– No one wants to highlight his or her flaws, so why should they draw attention to them on their dentists’ behalf?
– So you are left with patients who have benefited from some of your best work who are reluctant to talk about it.
– Of course you can make referrals a stipulation of getting the procedure.
– Some dentists do.
– The flip side is that you might be getting a high quantity of referrals but a low quality.
– Are you really going to finance your retirement with a lot of drill-and-fill referrals or referrals from a patient on insurance to their coworkers who are all on the same insurance?
– Probably not.
– So you’ve got to know the right ways to ask the right patients for the right referrals.
– Now, that is a different discussion and perhaps the subject of a future discussion.
– But what I can say right now is that I have seen some rewards programs that offer real rewards in exchange for quality referrals.
– Even in places where rewards programs are prohibited, there are perfectly legal ways to encourage patients to refer quality patients to you.
– The mistake is in NOT taking advantage of systems that will automatically get patients to deliver quality referrals.
– We’ll talk more about this tomorrow.
– Until then, keep moving forward.