There is something that occurs every day in your office that can create more referrals, re-educate patients, and help your office run smoothly. On the other hand, it can deter referrals, alienate patients, and disillusion even the most steadfast and loyal patient. What I am referring to is internal marketing.

Internal marketing consists of a variety of functions that often go unnoticed every day in your practice. It includes the way your front desk C.A. answers the phone and the cleanliness of your rest rooms, to whether your patients leave your office with a positive feeling, or if they perceived that visit as a negative experience.

If your internal marketing program is positive, heavy traffic in your practice is handled by your staff with ease, enthusiasm and a positive attitude.

For example, your receptionist is busy handling two telephone calls. Meanwhile, a patient walks up to the front desk, just having completed his first treatment program and is feeling great. Just as he reaches the reception area, a new patient has walked in the doorway.

Your receptionist should politely place the two calls on hold, then welcome the new patient with a warm smile and friendly handshake. Then, the new patient should be given the necessary forms to complete and asked to take a seat.

Returning to the front desk, the receptionist should offer her congratulations to the patient who completed his treatment -- responding enthusiastically to comments regarding his care and how much the doctor was able to help. After handling the two calls, the patient's re-exam is scheduled and any patients who are waiting are routed to the treatment room or other destinations.

While that may sound simple, many practices don't operate so smoothly and have difficulty handling that degree of body traffic efficiently. Instead of the above scenario, it unfolds as follows.

The new patient walks in, but is not acknowledged by the receptionist who is too busy handling the phones. The person, not sure where to go, wanders aimlessly into the reception area. The patient who is excited about completing her treatment program, is forced to wait while the receptionist scrambles to find the new patient. Then both the patient and new patient are forced to wait even longer, as the receptionist must find the new patient forms and brochures. Meanwhile, the patient decides to leave - with her recent accomplishment unacknowledged and without her re-exam scheduled.

While the D.C. may not be at fault in this particular scenario, it is still a reflection of the doctor and how the he or she does business. Everything that happens in your practice is what your patient walks away with. And, depending on how your patients measure their experience, determines whether they come back to you for care.

Take the time to do a "walk-through" at least once a week, if not more. Is your reception area cluttered? Do you have educational videos or brochures available? Is the rest room clean? Do you have testimonials on the walls? Are your patients where they are supposed to be and do they appear to be pleased with their experience?

Be sure to pay attention minor details, such as the lighting of your practice and the music you have selected, as this contributes to internal marketing as well. When selecting music, choose something that creates a feeling of ease and a relaxing environment.

Walk through and also look at your practice as your patients do. Lie down on your adjusting tables. Are you blinded by the fluorescent lighting? Think how a patient suffering with a pounding headache would feel laying on the table. Lighting, just like your music, should be conducive to relaxation and should create an enjoyable environment.

A code of good manners and cheerfulness should be second nature in your practice. The key point to remember: What is said and done while patients are inside your doors is even more important than what you say outside your doors. Your patients are going to tell others about their experiences -- both positive and negative.