No matter how quickly your practice is growing, consistently attracting and welcoming new patients is essential. Every patient has a finite amount of treatment needed over time, so maintaining a steady flow of new patients is key to ongoing growth.
Traditionally, about 65% of new patients come from internal referrals and 35% from external sources. An internal referral is a patient recommended by someone already in your practice, while an external referral results from your marketing and advertising efforts.
Below are some best practices for maximizing both types of referrals:
Track Every Referral Source
For each new patient, always ask how they heard about your office and record the source in your practice software. This information is vital for evaluating the return on investment (ROI) of your external marketing.
For example, if a $1,000 Google Ads campaign brings in three new patients, the cost per patient is $333. While this may seem high initially, it balances out over time, most patients generate $700–$1,000 of treatment per year.
Strengthen Internal Referrals
When a new patient is referred by someone already in your practice, make sure that relationship is recorded. The referring patient should always be acknowledged and thanked. A handwritten note expressing your appreciation is one of the most impactful ways to reinforce their trust and encourage future referrals.
Consider this: If you see 30 patients a day, five days a week, for four weeks, that’s 600 opportunities each month to deliver exceptional experiences that spark referrals. If only ten new patients per month are coming from internal referrals, it may be time to evaluate your systems, gather candid patient feedback, and enhance the overall patient experience.
Improve External Marketing Efforts
External referrals often require the expertise of marketing professionals. Their understanding of search algorithms, SEO optimization, targeted Google Ads, and effective social media placement can significantly increase your visibility.
Many practices build their website once and rarely update it, but patients rely on your website more than you may realize. They use it to contact your office and often share it with friends or family. Keeping your site fresh, modern, and user-friendly helps reinforce your credibility.
Encourage satisfied patients to leave Google reviews. Positive reviews play a major role in decision-making for potential patients, especially those who discovered you through digital advertising.
Ensure the Patient Experience Matches Your Marketing
Even the best marketing campaign cannot compensate for a disappointing patient experience. If new patients do not feel cared for, they will quickly look elsewhere.
It can be helpful to generate a report of new patients from the last eighteen months to ensure they are still active in the practice. Look for outstanding treatment that hasn’t been completed and confirm that patients are maintaining their recommended hygiene intervals.
Create a Focused Plan
Attracting new patients requires intentional, coordinated efforts. Develop a clear plan with defined tasks so that your energy and investment translate into measurable results
