Dentaltown November 2015 - (Page 32)

practice management feature Internal Marketing Begets Referrals by Howie Horrocks and Mark Dilatush 32 O Over the last 20 years we've often noted a rather odd dental-office statistic. In surveying our clients' patients we always ask, "Would you refer Dr. Jones to your friends and family?" While 90 percent of the time the patients answer in the affirmative, only about 10 percent refer effectively. Why? There are actually two reasons and both are within your power to do something about. The first is that, contrary to popular opinion, referrals tend to be a rather weak and vague endorsement. A friend says Dr. Jones is great, or that her staff is wonderful, or that Dr. Jones explains things well. These are all positive comments but they don't fully or convincingly answer the real question the person has, which is, "Why should I go to Dr. Jones?" NOVEMBER 2015 // A patient really only knows what you did on him That patient got endo and a crown and those may be the only services he's thinking of. He may be unaware that you could also straighten his teeth, get rid of his wife's snoring, and stop his teenager from grinding his teeth at night. If you don't educate patients about other services, they may not get those services from you. If you tell your patients about your services, they'll be able to tell potential patients about those services. Education is paramount. Have you experienced the following scenario? A longtime patient shows up in your practice with a dazzling new smile courtesy of the dentist down the street. Why didn't she have you do it? How could she not have known that you've done loads of CE and can place veneers with the best of

Table of Contents for the Digital Edition of Dentaltown November 2015

HOWARD SPEAKS: Avoid a Perfect Storm: Focus on Infection Control
PROFESSIONAL COURTESY: Suffering from Arithmophobia?
Continuing Education Update
Industry News
Check Out This Broken Implant
Disaster Case— Hail Mary
Internal Marketing Begets Referrals
When to Refer to a Periodontist
Parents in the Operatory: Friend or Foe?
What You Need to Know to Hire the Perfect Hygienist
Space Maintenance: The Right Appliance at the Right Time
Practice Solutions: AMD LASERS
Practice Solutions: Planmeca
Product Profi le:
Adhesives: 60 Years of Clinical and Chemical Improvement
Product Profi le: DEXIS
Misaligned Anterior Teeth Straightened with Direct Composite Bonding
Five Common Web Design Mistakes
You’re a Public-Health Dentist and You Didn’t Even Know It!
Retirement Planning Made Simple
Young Patient Redefi nes the Face of Dentures
New Products
Healthy Mouth, Healthy Body: A Patient Info Sheet
Ad Index
You Should Know: Synergy Dental Partners
Practice Growth Fueled by Technology
The Clinical Algorithms of Rehabilitation
Dentally Incorrect

Dentaltown November 2015