I was in a dental practice recently and the topic of
marketing came up. One of the team members I was training was not only the
hygienist in the office but also the doctor’s wife. She wasn’t as interested in
learning how to document a perio charting in the computer as she was how to
attract new patients. Even though marketing typically isn’t my specialty, she
asked me point blank, “What do you think is the best way to get more new
patients?” My answer was, “I believe internal marketing is your best way to
attract new patients.” I have worked in the dental practice for more than 20
years and our best patients come from referrals from other patients. Next, she
wanted to know how to reward patients for referring. I replied, “You live in a
small community, so what about giving your referring patient a gift card from
one of your local merchants? It is a win-win. You have a new patient in your
chair, your referring patient has some money to spend, and your local merchant
will be happy that the money is staying in the community. You might even get
some referrals from the local merchant.”
These conversations led us to the amazing feature in Dentrix
that allows your office to not only track referring sources and referring
patients, but also the gratuities you give to your referrals. If you offer a
gift card to the local spa or hardware store down the street, you can document in
the patient’s record the date it was given, the type of gift card, and the
dollar amount. This will provide you with a comprehensive report of your most
frequent referring patients. This will also work with referring doctors. If you
are a specialty office and you rely heavily on other dentists referring to you
for treatment, it is extremely important for you to acknowledge and thank those
offices. At the end of the year when you are preparing your gift baskets, you
can easily see which of your referring dentists will be receiving a box of
goodies.
Tracking this information is very simple to do and it just
takes a couple of clicks to enter this information into the patient record. When
you are entering in the new patient information into the Family File, double
click on the Refer From box. Next, click on the Refer To button and select if
this patient was referred by a patient or Doctor/Other. After you have entered
the referring source, click on the Analysis button and this opens the Gratuity
details for this referring source. You can now enter a new gratuity, view the
analysis history, or send this referring source an e-mail. One of the coolest
features of this analysis is that it will put a note on the Office Journal for
you (you all know how much I love the Office Journal).
Whether you are a specialty office or a general practice, this is a great way for you and your team to not only track your referrals but how often and how much you are rewarding them. This is another one of the nonverbal ways in Dentrix to communicate as a team and help build the relationships between our patients and referring doctors.
Dayna loves her work. She has over 25 years of experience in the dental industry, and she’s passionate about building efficient, consistent, and secure practice management systems. Dayna knows that your entire day revolves around your practice management software—the better you learn to use it, the more productive and stress-free your office will be. In 2016, Dayna founded Novonee ™, The Premier Dentrix Community, to help cultivate Dentrix super-users all over the country. Learn more from Dayna at www.novonee.com and contact Dayna at dayna@novonee.com.