Marketing 101: Relationships and Referrals

Nov. 5, 2009
Relationship-building and management are the most effective methods to achieve lasting referrals. Hiring a marketing representative to handle these activities can pay big dividends.

(A Prerequisite Course for Success)

by Jill Kring Carter


Relationship Building and Management: Successful practices know that relationship building and relationship management, in person, are the most effective methods to lasting referrals, and that building those relationships around town takes time. This means employing a good old-fashioned Direct Sales and Marketing Rep. Keep in mind, that marketing is more about the long-term security of your business than the short-term effects, though short-term effects can be sizable if true direct marketing efforts are new to your practice. If a full-time commitment scares you, consider hiring someone with the right experience full-time under a six-month contract, with a plan to reduce him or her (or bring in someone else) to part-time status, thereafter. This can work quite well if the marketing rep. does his or her job well the first six months.

Note: If you are courting referrals from a new dentist or physician in town, do so yourself, in person, professional to professional. It is vital you become the inviting and gracious peer. They may well become your best referral source for years to come. Best way to accomplish this? Take them to dinner with the significant others (spouses circles make great referral sources).


Where to begin: Compile a list of the dental and medical providers (pediatricians, obstetricians and oncologists come to mind) you want to target for referrals. Add to this any businesses related to health or cosmetic appearance - gyms, salons, spas, cosmetologists, ethesticians, etc. The list should include existing referral sources, as well as all potential new ones. Because you want to market to physicians too, be sure to call on your local hospital credentialing offices and managed care organizations for provider lists as well. If you have trouble accessing these lists, tap your Oral and Maxillofacial surgeon friends to secure and share copies of the credentialed providers lists for you, since they would be on the lists, and would have easy access to them.

Do some digging and make note of any common background information available on the people on these lists – faith, alma mater, schools their children attend, sports their children play, charities with which they are involved, etc. These are all great conversation starters – or fillers – and just help to ease you or your marketing rep. onto the path of a lasting relationship.

How to introduce your practice:
Your marketing rep. should schedule introductory visits with targeted referral sources and their staff. He or she should present with a brief, but thorough introduction to your practice, including clinical qualifications and philosophy of care. While meeting with potential referral sources, especially if you are new to town, determine whether they are familiar with the unique services you provide. Place special emphasis on communicating the full benefits of technology or services unique to your practice, even if a few others in your area provide the same - highlight that you have "one of 3 I-CATs in the county,” that you provide the newest in titanium dental implants, or things such as being an Amalgam-free practice or offering nitrous at no charge, etc.

Be sure to:
** Identify and make notes of which staff in potential referral offices might actually initiate referrals.
** Leave referral forms (mimicking a prescription pad), with driving directions, phone numbers and a list of insurances with which you participate on the front or back of each page, depending on the size you go with.
** Distribute target specific (read on about that), but minimal marketing brochures (1 for each staff member).

Keep it low-key: Refrain from emphasizing “Spa” features of your practice, as you want your referral sources, like your patients, to appreciate above all else, the importance you place on quality of dental care in a compassionate environment. Let your “Spa Amenities” be a nice perk that patients discover upon arrival to their first appointment with your practice. This surprise can go a long way to improving their mood about being there in the first place.

Follow-up: After your initial contact in person by your marketing rep., follow with monthly follow-up visits (this could require that a Marketing Rep. be on the road 4-5 days per week, 8 hours per day). Consider “freebies” including children’s coloring books, calendars and pens promoting your practice. In time, as referrals begin to come in, you can cut back from monthly to every other month visits, and then to monthly phone calls to key referring personnel, along with quarterly in-person visits.

As with any sales, even dental, the Rep. they see in person the most is the one whose services they use the most, unless of course, they represent an inferior service. Oh, and food and other goodies? Never hurts. And, like any marketing Rep. in any industry, if you make the offer to bring lunch, you will have a much more willing and attentive audience. **Remember to pass out toothbrushes and paste packets after lunch when presenting to anyone other than a dental practice.

Marketing collateral: Marketing brochures need not cost a fortune, but should be written to the target referral source. Ideally, you will have multiple variations of your marketing brochures aimed at dentists, dental specialists, physicians (peds, obstetrics, oncology specific), estheticians, gyms, etc. Thus, you will need to employ the talents of a good writer(s), fluent in the languages of dentistry, medicine and other industries you wish to pursue, and of course, marketing.

Keeping to a practical and sustainable budget, including your Rep., promotions may include:

** Provider brochures highlighting clinical information about your unique services, your education and a section for “What’s New with Dentistry and our Practice,” which must be updated regularly. Include new clinical staff photos and bios.
** Patient brochures or direct mail pieces educating consumers about the availability of specific services, technology or philosophy of care (think "Amalgam Free")
** A Website providing comprehensive information about the practice, including photo’s and informative, but easy to read bio's. It’s acceptable to post the CV’s of the dentists and clinical staff, including information regarding charitable and other local interests with which they are involved.
** Permanent billboards along heavy commuting traffic routes rotating information on your practice and its’ state-of-the-art capabilities.
** Print advertisements (anything less than a one-year, quarterly to monthly print contract is not worth the time to develop or the investment).
** Referral forms (mimicking a prescription pad), with driving directions, phone numbers and a list of insurances with which you participate on each page.

**Major equipment vendors often provide some of the above items, which can be customized for your practice.

Media relations: Local editors are always looking for an insider’s perspective on trends, including innovative new technologies, even patient stories. “Patient feedback” forms will help you select strong patient success stories that will spark the interest of editors, referral sources and the community. Be sure to include the opportunity on these forms for the patient to check-off whether or not he or she would be interested in being interviewed about his or her experiences with your practice. Separate the “YES” responses and house them in a folder for future reference.

Create media opportunities by contacting local health editors with story ideas on your practice's new or unique technologies and procedures, as well as insights into breaking dental-related developments, or addressing common patient questions.

** Target local newspapers, magazines, and television and radio programs
** Invite reporters to your practice for a demonstration of new or unique technologies - you could make the evening news!
** Provide formal Press Releases to your local papers and magazines about any significant changes of clinical staff, technology or philosophy in your practice. Again, having a writer available who knows your practice and speaks both dentistry and marketing is key.
** If you fancy yourself a writer, prepare 12 column length articles (600 words or less) and submit the folder to your local editors. You may find yourself the new weekly dental columnist in your local paper! You can’t buy more effective PR.

Events and promotions: Consider “events” to generate visibility for your practice among potential referral sources and the local community.

These may include:
** Annual open houses for referral sources (old and potentially new), and separately, for the public, to show off your facility and technology
** Silent or traditional auctions to benefit local charitable initiatives (dental clinics, etc.)
** Local art (adults and children) mounted in your facility, with exhibitions/benefits outside business hours
** Presentation of research at local professional meetings (local Dental Implant Groups, Seattle Study Club Groups, etc.) – Don’t forget to notify your local media!
** Local speaking opportunities on innovative dental technologies and patient issues, including speaking at local schools.
** Ongoing sponsorship of local sports teams, music and arts programs, just about anything – for any age group.

In the end, it’s all about relationship building and maintenance within a sustainable budget. It need not cost a small fortune, and it should be engaging and ongoing. By putting yourself out there (and keeping yourself out there), you keep others coming in.

Jill Kring Carter is a writer and marketing/PR consultant with 25 years experience in medical and dental practice management/administration and managed care. She and her husband Steven Carter also own The Parker Group, a commercical/business lending consulting group that assists medical and dental providers with everything from writing business plans to meet lending requirements, to securing the right financing for their individual business needs. You will find their contact information via their DentistryIQ PennWell Dental Group Community Page member profiles at http://community.pennwelldentalgroup.com/profile/JillKringCarter and http://community.pennwelldentalgroup.com/profile/StevenLeeCarter.