It's no secret that the value of a single orthodontic patient referral can represent very substantial billings. Undoubtedly you, as an accomplished orthodontist, already enjoy multiple referrals each year from a number of general dentistry practices. We'd like to pass along the details of a Referring Practice Appreciation Program that is sure to generate a lot of excitement among referring dentists and their supporting staff members.

On the occasion of a recent referral—regardless of the time of the year—or on the more traditional holiday gift giving occasions, many orthodontists (and other dental specialists) send one gift to each referring practice—candy, wine, a dinner coupon for two at an elegant restaurant, etc. Certainly it is quite appropriate for specialists to express their appreciation in this way. There's only one problem with this approach, however. Too many of the support staff members of the referring practice are left out of the picture. But it is these very people who significantly influence the decision as to which orthodontic practice their patients should be referred.

What some DMD House orthodontic practice customers have done is implement the DMD House suggested Referring Practice Appreciation Program. The orthodontic practice manager contacts each referring general dentistry practice and determines the total number of people on the staff. Let's say there are 20 such general dentistry practices, each with an average of five people on the staff. We suggest giving each and every member of the staff a copy of one of our books. (Of course, you'll have your office manager place a gummed label or rubber stamp on the first inside right hand page of each gift book providing full contact information about your practice.) In this way, you can turn every member of the staff of each referring practice into a raving fan. The next time the question of where to refer an orthodontic patient candidate comes up, your practice will be the unanimous choice! And the cost to you will be a tiny fraction of a year's billings from referrals by that practice.

One last thing: At holiday time, staff members in dental practices are accustomed to receiving one or more gifts—it's expected! On the other hand, to make your referral appreciation gifts stand out from the crowd, consider sending them at non-standard times of the year.