3 Ways to Succeed at a Referral Program

One of the most effective ways for the practice to grow is through an internal referral system. The referral program is created as a Thank You program for your existing patients. It is designed to give your patient’s an incentive to refer their friends, family, neighbors and colleagues. A referral program allows your marketing dollars to be spent after a referral is received, and created for your practice.

Emotionally satisfied customers increased their spending by 67%

A referral program can be a truly fun and unique way to thank your patients for their continued trust in referring patients to your practice. Follow these three steps in order to introduce an effective plan for growing your referrals:

Step One: Capture your practice brand message and culture into a conversational introduction of the program

Step Two: Implement into the current practice protocols and systems

Step Three: Ask for the Referral in a consistent, on purpose method

Guidelines to ensure referrals by your patients:

1. Outstanding Patient Care. The care you give your patients must be worth talking about in order for your patients to refer. Creating the WOW factor and going above and beyond for your patients instills confidence in your practice. This requires consistent personal greetings, timely follow-ups and being finely attuned to your patient’s individual needs. In a nation wide test, the number one reason people patronize a business was confidence.
2. You must be on time. If patient’s have a belief that you are ‘too busy’ then they will never refer. If it is difficult to get an appointment, if they must wait longer than 5 minutes for their scheduled appointment time, then you are sending the message that you have NO TIME to see new patients.
3. You have to ASK. Asking for a referral must be based on a natural desire to care for our patient’s loved ones and friends. Never is it a pushy approach. Any time during a patient conversation is appropriate, particularly after a compliment of any kind regarding the practice, your service, how gentle you are etc. We think if we’ve asked or introduced an incentive program ONCE then our patient’s are aware. At every visit, we want to remind them of the details and actively promote referrals.
4. Answer the ‘what’s in it for them” proposition. The gift card program is a perfect fit. Not only are you creating an incentive for the patient referring but you are also creating an incentive for the new patient. It is like a gift from the referrer.

Team Introduction Examples

“Janet, have you been introduced to our new gift card program? We have developed a program to thank you for referring your friends, family, colleagues or even neighbors. For every patient you refer to our practice, you receive a $50 gift (recommend no lower than $50/card) card from either Home Depot, Target, Macy’s or Starbucks. If you send us five patients, you get five gift cards! Each new patient you send in ALSO receives a gift card of their choice at their first new patient appointment. It’s our way of thanking you for trusting us with your referral. Let me note your personal preference, so you get the gift card you’d like with your next referral!”

“John, gosh we’d love to meet your wife! You DO know about our thank you program, don’t you….?”

After receiving a compliment…

“Thank you so much for saying so. We take great pride in the care we give our patient’s which is why you won’t see us advertising much. We want to care for patient’s just like you, which is why most of our patients are referred to us. Do you know about our referral program?….

In conversation about work, family or neighborhood events….

“Wow you are busy mom! How do you do it? I think it’s time you earned a shopping trip!! Have you been told about our referral program yet….?”

Thank you Letter text:

We want to care for patients just like you, which is why most of our patients are referred to us. It was such a pleasure meeting ‘______.’ We consider it an honor that you would trust us with your friends and family and would like to extend this opportunity to you and anyone you refer for the entire year! Enclosed you will find more information about our Thank You program along with a special gift for you. Please give us a call to let us know you received your gift and allow us to capture your preferred gift choice for the next time you refer a patient.

We consider it an honor that you would trust us with your friends and family. Enclosed you will find more information about our Thank You program along with a special gift for you. It’s our way of thanking you for trusting us with your referral. Please contact us so that we may note your personal gift preference, so you get the gift card you’d like with your next referral! One of the most effective way for the practice to grow is through an internal referral system.

This is a truly fun and unique way to thank your patients for their continued trust in referring patients to your practice. With just a little creative input, we can always give them hints about how they can earn additional gift card rewards. Treat your business like family. Constantly inspire success in your patients, and continue to re-instill that confidence in their own lives, so they may refer you to others along the way!