Ask Our Experts:
“How Do I Thank My Patients Who Refer Their Family Members,
friends and colleagues to me? What kinds of reward would you suggest and how would they differ as the number of referrals increases?” P.P., MD
As you probably know, the key to effective patient referral marketing is immediate recognition and reward. Everyone who refers to you should, at least, get a thank-you card for every referral, and as soon as possible after that referral. Immediate recognition and reward drives behavior.
As far as levels of thank-you’s, there are many ways to handle this. First we need to understand the value of a patient. If the patient is worth $100-$200 annually versus $1,000-$2,000 annually the level of thank-you might be quite different.
In all cases, we would recommend a different level of reward after 5 patients, then 10 and so on. Again something as little as a $5 Starbucks card is very appreciated. If you’re not sure if this seems right to you, remember you are not your patient. Ask your staff their opinion. Chances are one of them has received a gift card from his/her dentist or other healthcare provider, and will tell you how appreciated it was and how it drives referral behavior.
If your average patient value is $100 dollars, then after 5 patients or $500 in business you might send a $10 or $30 item or gift card, but if your average patient value is $2,000, after 5 patients or $10,000 in business we would recommend a $50 to $100 gift level.