Editor's note: Richard Geller's column, Marketing Madness, appears regularly on the DrBicuspid.com advice and opinion page, Second Opinion.
In Part I of this column, I told you about a winning referral script. I didn't tell you that this script has produced millions in additional production and sales for all who have adapted and tried it.
Today I want to give you the second part of this "getting referrals" formula, which consists of being a bit surprising.
Imagine a woman who is young and pretty. She is at work, and she receives a bouquet of flowers delivered to her.
Her colleagues see the flowers on her desk. They comment and she says, "Yes, today is my birthday, and these flowers are from my dentist."
Now imagine how word of this spreads throughout the office. "My dentist never sent me flowers on my birthday," someone says. Other people nod.
Did your dentist ever send you flowers on your birthday?
Now, here is another scenario. A mother gets a phone call. It's Mary from Dr. Smith's office. "Mrs. Lopez, the doctor wanted to call you today to congratulate Jennifer on her birthday. He knows that Jennifer turns 8 today. But he could not call as he is tied up. But he wanted me to pass along his best wishes, and also to let you know that, to help you celebrate, we are mailing you some McDonald's gift certificates."
Can you imagine how you would feel if you were Mrs. Lopez? She'll get these gift certificates in the mail, and she'll take Jennifer and Jennifer's friends to McDonald's.
Do you think Mrs. Lopez will tell the friends' parents that it's a treat made possible by her dentist?
You betcha.
Both of these techniques -- sending flowers and buying gift certificates for the kids' birthdays -- are viral. They spread around to others in the office or other kids' parents.
They do double duty. They seal in the relationship you have with your patient. And they get word of you spread around to your patient's friends, co-workers, and family.
All you have to do is start getting permission to use the birthday records. I am not sure if this is a HIPAA thing, but the best way to do it is to have your front desk have a card that the patient fills in on their recall visits.
"We want to do something special for you on your birthday. Would you mind filling this in? It gives us your birthday (or your kid's birthday), and we will only use it here in the office."
Perhaps you could look up their birth date in the patient records, but it always pays to make sure they are OK with you knowing their birthday first, and they will forget ever filling out the card.
Do these techniques to get referrals, and you can bet that your practice will increase like crazy. Because really, is there anything better than new, solid referrals from existing patients?
And for more of this type of advice and a free $60 book on case acceptance and dental marketing, visit www.Cases4Dentists.com and make sure to join my list. You will get the book at no charge!
The comments and observations expressed herein do not necessarily reflect the opinions of DrBicuspid.com, nor should they be construed as an endorsement or admonishment of any particular idea, vendor, or organization.
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