Customized Connections: Building Strong Referral Networks in Specialty Dental Practices
Specialty dental practices are extensions of general dentistry that provide individualized and customized care of specific dental procedures by a dentist who received additional education.
Working in specialized dentistry differs slightly in practice challenges and the patients they serve. Referrals from other offices become the lifeblood of these practices. The bonds formed with referring offices require exceptional communication, trust, and mutual respect. Nurturing relationships within a specialty dentist’s referral base becomes a job.
Some practices create a marketing position to focus on their referral base so detailed metrics and communications are accomplished. Any specialty practice must take the time to nurture the relationship with each office individually.
The importance of building and fostering strong referral relationships cannot be overstated, as the success of those relationships determines a profitable practice.
Getting the Referral
The referral base of a specialty practice drives business to the practice’s doorstep. Referrals made for specialty care are received from other dentists, word of mouth, marketing, social media, and, at times, insurance companies, to name a few.
As a specialist in dentistry, you are constantly extending an invitation to general practitioners to refer their patients to you as an extension of their care.
There are many reasons why a general dentist will refer to a specialist, such as:
- Oral Facial Pain Specialist
- Orthodontist
- Endodontist
- Oral Surgeon
- Periodontist
- Pedodontist
- Prosthodontist
One of the myriad of reasons a referral is made is that the necessary dental procedure appears complicated. The dentist, therefore, recognizes that a specialist better serves the patient with advanced training.
When that referral is made, the dentist extends the referral vouchers for the services the specialist will render. Establishing credibility and trust is the most sacred part of the relationship.
Regardless of the reason the referral is being made, the specialist must be ready to accept the case and produce the highest quality of care consistently.
Communication
Once the referral has been made to the specialist, the next and most crucial step is effective communication between the two offices. This is where the expectations of the referring office to the specialist are genuinely defined.
The specialty office’s first impression must be seized with clear, concise, and advanced communication skills, allowing for the chance of future collaboration. There are many offices where the dentist entrusts staff members to choose from a list of approved specialists for the patient.
Staff with the power to choose will be phoning the office they feel most connected with. If the office making the referral feels any uncertainty or resistance, that may be enough to halt a future phone call.
Open and accessible communication skills are critical elements between the offices; no question should go unasked or unanswered. Always being open and adaptable to the referring office’s needs and feedback can strengthen the relationship and help foster mutual respect and understanding.
Exceptional Service
Providing exceptional service is paramount for nurturing relationships with the referring offices. The goal of a specialty practice is to exceed the patient’s and the referring office’s expectations of the procedure and experience.
The level of service the patient receives from the first phone call to the procedure and any follow-up must be nearly flawless. Patient experiences will define future business, and being referred to as that patient is your biggest marketing asset. If their experience is memorable, they will share it with their dentist, friends, family, co-workers, and possibly social media.
Addressing any concerns that arise in patient care must be done promptly and professionally, showing the referring office that you value their business and the partnership. Only some patients or offices can be won over, but the effort in trying has merit.
At some point, conflict with patients and between offices may inevitably arise. This is where humility in that communication issues are resolved promptly.
Conflict can result in stronger relationships when handled with respect, integrity, and transparency. Your relationships and reputation must be highly regarded in a competitive landscape where choices are available in business.
Appreciation
Showing a referring office appreciation for their business is essential as they only sometimes happen by chance. A gesture of gratitude by the specialty practice should be extended in some form and never just assumed.
There are many ways to thank another business for helping you, such as a personalized note, phone call, email, or in-person visit.
This is a critical effort to let the referring doctor know what they mean to your practice and a subliminal reminder to continue—staying top-of-mind leaves less opportunity for another choice. The relationship of offices that work together is a huge opportunity to grow together and reap the benefits of success.
It’s imperative to understand the importance of nurturing relationships with referring offices to build strong bonds within your professional network. Fostering trust, collaboration, and mutual support is a win-win for all that leads to successful and thriving practices.
It’s so important to remember that relationships are the cornerstone of any successful business, but it takes an investment in time and effort to continually nurture those connections. Here’s to building lasting and meaningful partnerships with your referring offices!
About the Author
Lisa Scheer, FAADOM
Lisa is currently the office manager of an endodontic practice in Gilbert, Arizona, where she has been employed for 23 years and in dentistry for over 35 years. Longevity with the same practice is a proud accomplishment committing to make each day better than the last.
The honor of FAADOM was achieved during the year of COVID-19 when the class had an online graduation. She will receive her MAADOM in September of 2024.
In her spare time, it’s simply faith, family, and friends.
