Publications

Referral Strategies

By Jay Levine, VP of Marketing PBHS

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As seen in the March 2000 edition of the AAOMS Newsletter: Practice Management Notes

A practice website can greatly enhance referral network development made by the oral and maxillofacial surgeon. Practices have initiated various referral based marketing solutions that network and link their websites with referring general practitioners. A good website would contain a referral form, enabling your general dental colleagues to send you referrals online - streamlining referral communications, eliminating patient liability and strengthening the referral relationship.

So which of your referring doctors would actually utilize your website? We have found that technically savvy general practitioners are looking for ways to capitalize on high-tech investments they have made within their practice. Dentists with digital imaging and radiography equipment are more likely to use your online referral form because they can attach a patient’s digital radiograph and quickly transfer all relevant data to your office.

And if your referring doctors do not have this sort of equipment in their offices? When you have the chance to educate a referring doctor, consider it an opportunity to market your services to that doctor. For example, I had a client who had gone out to his top 20 referring sources, gifted out free desktop scanners and personally installed each scanner. He made sure that every computer that the scanner was connected to had Internet access. He proceeded to bookmark his website address on each computer, and demonstrated how to use the online referral form.

Since these doctors did not have digital radiography equipment, they were now able to scan their radiographs, attach them to the online referral and email them directly to the oral surgeon’s office. This event was a tremendous success. Not only has the referral process been facilitated, but the dentists could now scan their radiographs, print them out as duplicates and eliminate the cost of additional film development!

The point is you want to make it as difficult as possible for your referring doctors to refer anywhere else but to your office. Examples abound. Other clients have sponsored website development for their top referring doctors. Links are built into these GP sites so that when a patient clicks on dental implants, the GP’s patient is brought directly to your website.

In addition, the website should contain descriptive educational material for study clubs and referring doctors. A custom site can be transformed into a communication center, scientific reference library, and a clinical/business information resource. It will provide fast and convenient access to resources like MEDLINE, online CE courses, product catalogs and practice management information. Make your website an important online resource for your referring doctors. < back | next >

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Jay Levine is Vice President of Marketing for PBHS Inc.

1,2 Juniper Communications, eMarketer