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 // dentaltown.com
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
http://www.dentaltown.com
Table of Contents for the Digital Edition of Dentaltown November 2015
On Dentaltown.com
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: DentalMarketing.net
Adhesives: 60 Years of Clinical and Chemical Improvement
Poll
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
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