PracticeBuilders - The nation's leader in healthcare-practice success since 1979

Ask Our Experts — How to Make Referrers Choose You

Question: I'm an endodontist, and no matter how I try, I can't get some of the dentists in this small town to refer to me.  They send to a well established endodontist (20 years in practice).  Surprising to me b/c when I did my market research prior to opening, almost everyone said he had 'odd' interpersonal skills, or 'not much of a personality'.  Yet still he appears to be the referral of choice for many of the well established general dentists here.  I just can't figure out why.  Any ideas? (I've been here 5 years).  I have the same small group referring to me.  I still get people that come to my office after they've seen him and rave about me, but the GP's seem to always make him their first choice.

Answer:

Don't worry, there is a solution to your frustrating problem: Tell your potential referrers all the benefits they will receive by referring to you: their patients will receive expert care in your office, any referrals they send to you will be top priorities for both you and your staff, and you and your staff's caring and expert treatment will make the referrer look good.

(Caution: Badmouthing a competitor does not work, so do not mention your competitor's 'odd interpersonal skills'. Stay positive and focus your message on all the benefits you offer and you will enjoy better results.)
 
Do you have any specialized training or skills? Mention them — but don't stop there. Dwell on how these skills benefit the dentist's patients (they'll heal faster, feel better sooner, and be grateful to the dentist for referring them to you.)

Another hint: Smart practitioners know it's the people at the front desk who can really generate referrals.  They hand out your card or brochure. They give directions. They call to set up the appointment for the referred patient. In fact, our research shows that in 70% of practices, the staff are the ones making the referral choices.

Start a relationship with the staff members. Tell them the benefits you offer, just as you would tell the doctor. And thank them. Flowers, fruit baskets and tickets to a show can do a lot to boost your name to the top of the referral list.

Now here's the hard part: in order to do all this, you have to go talk to the dentists and their staff face to face.
 
Does that make you nervous? Relax, save the stress and hire a practice representative to do it for you.

A good practice representative can work full or part-time, one or two days a week, and
needs to target and get to know the referrer's staff and present your practice in the best possible light.

The August 2008 issue of "What's Working" included specific techniques for your Practice Rep to use to increase your referrals. Click here to read the full article.

Tell potential referrers (and their staff members) the benefits of referring patients to your practice — or hire a practice representative to do it for you — and you are likely to see far more referrals going to your practice instead of your competitor's.