Family & Friends

Many of us underestimate our own power in generating new patients for ourselves. There are also some of us who approach this the wrong way.

The most important issue to understand about family and friends is that they don't and won't come to us because we need their business; they come to us if and when they think we are skilled, successful practitioners.

So, stop begging them to come to you! Let them know that "you still accept new patients". Let them know about your successful practice and how you don't have time to see all your patients. Fill them in on the unique features of your practice and about the nice and caring staff you have, and if they happen to ask for your business card, make sure you have a few in your wallet! ("Let me see if I have my card here!")

Here are common mistakes we make:

1. Telling our friends about the financial problems in our office.
2. Complaining to them about the challenges we face in marketing.
3. Telling them how we are struggling to manage our staff.
4. Telling them how much we hate our job!

And worst of all:

BEING SURPRISED THAT THEY DON'T COME TO US FOR THEIR DENTAL WORK!!

Remember the saying: "In order to be successful, you need to project an image of success". When someone refers you a patient, he is putting his reputation on the line. This is especially true if the referral source is your friend or family member.

Just imagine you want to refer a friend to your cousin who is an Ophtolmologist, for Lasik eye surgery. What is the basis or reason for your referral? Would you just think about the story he/she told you about his financial problems and then you say to yourself, "Let's send this poor guy a patient!" Or would you think about how proud you are of him for having such a nice practice with competent and friendly staff?

I can undoubtedly say that over 95% of people have the latter in mind. When you refer someone to a friend or family member, what you want is for that person to come back to you and thank you for introducing him to such a fine professional. Although you may love your cousin, you are not going to use your "ethical capital" to help him out in his business unless you are sure he is one of the best in his field and will not let you down.

The important issue to understand is that when you create a positive and impressive image of your practice for your family, friends, or even people who come to your office for other reasons (Lab delivery guy, UPS guy...) they will come to you automatically. They will take it upon themselves to refer to you, without even being asked.

In my case almost everyone I know is a patient of mine including all my friends and relatives who live close by, my contractor, my real estate agent, my insurance agent, my attorney, the guy who did our phone system, and many other people whom I have met or done business with.

The point is, they did not come to me because they wanted to give their business to somebody they knew. They came to me because they have seen or heard of my practice. They have also seen through other business transactions that I am honest and I do not take advantage of people. They know I will do insurance "favors", even for my friends! And most of all, they consider me to be a good doctor with a successful business.

So remember, you need to paint a perfect image of your practice for your friends and family, just as you do for your other patients. Of course, you only need to do this if you want them to come to you and send other patients to you!