By Nancy Hyman
Patient referral patterns continue to vex practices as professional referrals decline and Internet referrals become increasingly important, leaving direct-to-the-public promotions as an afterthought. Don’t take this important segment of practice growth for granted! In addition to a strong patient-to-patient and sibling program, consider increasing name identification by going directly to the source of school-aged children and adolescents.
The orthodontist and a key team member may visit select local schools based on current patients’ enrollment and proximity to your practice. The visit may be impromptu or scheduled. I prefer an unscheduled visit as I have found it very easy to locate the appropriate decision maker by speaking with the school secretary.
Bring an introductory letter and use it for discussion points, leaving the letter as a reminder of services benefiting the school. I have outlined a sample letter below for your reference:
(Opening statement) The orthodontic office of Dr. William Hyman would be delighted to partner with your school in appreciation of your students and the valuable educational services you offer the community. I suggest the following initiatives for your consideration:
(Closing statement) I am open to your suggestions as well! Kindly email for additional details. Let’s get started on the road to success for our children! (End of letter)
Think beyond traditional marketing and expand your strategies to include a robust school plan for an added referral stream.