Thank You Programs for Referrals

 

Thank You Programs for Referrals:
 
 
The 800 lb. Gorilla in the Office
 
Referral programs are a great way to generate new patients, and an effective referral thank you program is an important part of a successful system.  

 

 
At the start, I would like to emphasize an important point:  Be sure there are no issues that you have to be concerned about in regard to referrals. If you’re not sure, check with your state Dental Board.  When I checked with the New Jersey Dental Association, I received this information:  
 
New Jersey Board of Dentistry 13:30-8.13
 
(d) Dentists shall not receive, solicit, offer or pay any remuneration as an inducement to make a referral or as compensation for a referral of a patient or service.  “Remuneration” means any salary, payment, distribution of income, dividend, interest income, bonus, commission, kickback, bribe, rebate, gift, free goods or services of more than a nominal value.
 
This clearly provides guidelines on what you can’t give a referrer.  So there sits the
800 lb. gorilla - what is the determination of nominal value?  “Don’t ask, don’t tell” does not apply here. 
Don’t risk a sanction.  You have to be aware of the rules and work within them.
 
Last week, our TurboTactic reinforced the fact that patient referrals continue to be the foundation of the outstanding practice and that the positive comments passed on by your existing patients to family, friends, and colleagues serve as the strongest testimonials you can receive. And, best of all, building your practice in this manner costs much less than traditional marketing tools.
 
Referring patients appreciate being recognized for sending someone new to your practice. Do you always send thank you notes, handwritten if possible, and/or small (nominal value) gifts to patients who refer people to your practice, even if the referred individual doesn't become a patient?
 
In the “Current Patients” section of TurboTactics, you’ll find Referral Tactics, Part I of II and Part II of II, with examples and costs for two referral programs, "We'd Like to Get to Know You!" and "Your Referral...Our Best Compliment!" Both feature the same $50 "win/win" concept for the referrer and the new patient. 
 
There’s that 800 lb. gorilla again.  Is $50 nominal value?  Check with your state dental society and/or attorney to be sure.

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