Ways to build a strong referral practice

by Dr. David Singer

How many of you would like the majority of your new patients to come from referrals?

The best way to get referrals is to go the direct route. You'll get more results if you speak directly to your patients' family or friends. The questions you need to answer are: 1) Are you willing to work on getting more referrals?; and 2) do you have an effective procedure for getting them?

Most of you aren't going to implement all of these referral methods in your practice. Decide which ones you are willing to use and then use them. It then becomes a matter of learning to do them very competently and on a regular basis.

1. In‑office workshops. You don't even need to deliver them yourself, but someone needs to do in‑office workshops. An associate can do them for your practice. Since different patients are available different times, you can vary the times you host these workshops.

2. Former patient recall. If you're new in practice, you don't get many returning patients because you haven't yet lost patients or established your practice. But once you've been in practice for five years, you will have a list of patients who have dropped off and are potential recall patients.

What's the secret of getting former patients to come back? It's very simple. Call them. Simply call them on the phone and say, "Hi, how are you? The doctor asked me to call and see how you're doing." If they are having a health problem or a recurrence, schedule them to come in.

3. Mailings. Mailings to your existing and former patients are very effective. Your patients will open and read mail from you. Ask them how their health is, how their family is doing. Ask about having their children's spinal health checked or to refer a friend with a health problem. When new patients come in, enter every name on your mailing list, for future mailings.

4. Hand out cards and collect cards. You've probably heard that it's good to walk around handing out your cards. There is an extra step you can take that's also effective.

Instead of saying, "Hi! How are you?" and handing out your cards, try it this way: "Hi! How are you? My name is Dr. Jones and I have a chiropractic practice here in town. Listen, do you have a card? I'd like to have your card to send you information about my practice."

Why would I want them to have my card when they may just throw it away? I'm going to take their cards and their names to send them information about my services. Then I will get them as patients.

5. Alliances. My first year in practice, I obtained five new patients a week by building an alliance with a local health food store. This health food store and I joined in a common direction and became teammates with the idea of getting natural health care known in our community.

 I also worked out alliances with all the health clubs and spas in town. I became the health clubs' chiropractor. There are many creative ways to establish alliances between yourself and professional or community groups.

6. Get patients to understand they need care. This last factor of getting new patients applies to all the rest. You must be able to educate new patients so they understand that they need chiropractic care and why.

Mastering the ability to get new patients can take time; it's an art. It is the art of education. Patients will ever come in for chiropractic care unless they know that they need care.

Start by selecting those referral methods that best suit you and your practice style. Then make sure you develop competence in using them. With these procedures under your belt, you'll be well on your way to success.

(Dr. David Singer is CEO of David Singer Enterprises [DSE] ‑‑ visit online at www.davidsingerenterprises.com ‑‑ a company offering an honest and ethical approach to building a practice through one‑on‑one consulting programs, products and practice expansion seminars. To receive "The Purpose Fax Newsletter," Dr. Singer's free fax info letter containing practice‑building tips and health research, call 800‑326‑1797, ext. 227. Leave your name, address, phone number and fax number and you will be sent a form that authorizes DSE to fax you a copy approximately every six weeks. Note: you must have a dedicated fax line, as this fax newsletter is sent automatically via computer.