Dentists and staff are advised by many marketing gurus and management consultants to grow their practices by asking their current patients for referrals. In theory, this sounds quite easy. One just opens one’s mouth and says “Mrs. Patient, please send us your friends, neighbors, relatives and co-workers.”
In reality, for most doctors and teams, this rather direct approach causes stress, nervousness and a feeling of not being comfortable in one’s own skin. As a result, many practices tend to fall into one of two categories. They are a practice, which avoids this approach completely, thereby missing a potential marketing opportunity.
Or, they make the effort, but their inability to feel confident and relaxed with this approach has some unfortunate and not always realized consequences. Firstly, the practice can come across as looking a little desperate for new patients. Secondly, the asker’s insecurity does not inspire confidence. As confidence is the No. 1 thing patients are buying from a dentist, this less-than-confident approach may well not inspire the patient to actively refer.
