Transcript Slide 1

Lighthouse referral marketing
THE 7 KEYS TO Exponential NEW PATIENT FLOW
Why you should engage in a strong word
of mouth marketing campaign
Of 5000 qualified fee for
service patients surveyed
The questions????
 When looking for or
deciding on a dentist what
do you rely on…….
 Yellow pages
 Friend (WOM) 83% 4150
 Internet
 Mail
 TV or Radio
85%
Referrals 101
 Over-all 80-85% of adults in the US rely on word of
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mouth for their healthcare professional selection
decisions.
Internal marketing done correctly results in a higher
number of referrals, plain & simple.
Referrals have been and always will be the best
method of gaining new patients.
Your patients are marketers/PR reps.
Keep your marketers active and a greater number of
referrals will come!
Internal Vs External
marketing
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Internal
The top market research companies
agree that a recommendation from a
friend is ten times more effective than
traditional paid advertisements.
It is does not fall into the noise category
with external marketing.
Works with any demographic in any
market.
A referred new patient has more trust in
you and will judge you less.
More cost effective as you are utilizing
existing resources.
Requires 2-3% of gross for a strong
campaign.
Higher retention and higher percentage
of case acceptance.
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External
Advertising is less effective than ever
due to its overexposure.
The average active adult is hit with 3000
advertisements each day.
People are cynical about advertising than
word of mouth.
People are more inclined to judge/test
you when they come in through external
advertising means.
More expensive than internal and should
not be used in place of existing
resources.
Requires up to 6-10% of your gross.
Higher attrition potential and lower case
acceptance.
 People talk about your
dental office for three
reasons.
 1. They like you or they
like your work.
 2. It simply feels good to
talk about the results
they have experienced.
 3. They are a part of your
team, an insider.
It’s all about relationship
The 7 Keys
Motivation
Message
Rewards
Referral Gift Cards
Patient Experience
Creativity
Consistency
The 7 keys build relationships and increase
word of mouth activity
KEY 1
Motivation
 Why does your team want them?
 Why do your patients want to refer?
 Do the answers align?
 If they align you will succeed
 Strengthen motivation and win
 Distinguish yourself from your competition by
understanding why and how your patients talk
about you.
KEY 2
Message
 Your message will give your referral
campaign wings.
 It is a very simple easy to remember phrase.
 It must have a high appeal rating.
 It motivates your patients to talk about you.
 It directs the conversation productively.
KEY 3
Rewards
 Make it interesting and
appropriate.
 If you reward your
players properly they
will do more.
 Show gratitude, its
right and its powerful.
 Create the perfect
system for your team.
Take care of your team and they will
take care of you.
Players: Staff/Patients/New Patients
KEY-4
Teach your staff and patients how to play the
Referral Gift Card and win
KEY-5
Patient Experience
 Talk to your patients about
referrals correctly and new
patients will gravitate to
you in greater volume!
 If you know how to play
the referral game your
patients will play it with
you.
 Your patients want to refer,
they simply need guidance.
 The Keys make it easy.
Systematic Engagement
TM
With Lighthouse your
team will become fluent
in the language and
skilled in the art of
referral marketing
KEY-6
Creativity
 Keep your referral game fresh
 Make it fun and interesting as well as professional
 If you are remarkable people will remark talk about
you if you are boring they will be snoring.
 Give your staff and patients new tools all the time.
 Lighthouse will keep you and your team playing the
referral game creatively
KEY-7
Consistency
 With Lighthouse your referral marketing action
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steps will be simple, fun and easy to follow
Have fun and stay on point.
Keep it lighthearted yet effective.
Be consistent and appropriate.
Keep playing the game and win.
Lighthouse has made
referral marketing
easy and very
rewarding for our
entire team.
Net result; a consistent
flow of new patients.
The Lighthouse Referral Marketing
program is the best marketing
investment we have ever made.
Getting Started
 Step 1. Enrollment: start now and receive a
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rapid action discount. ( three payment options )
Step 2. Schedule 2 day office visit.
Step 3. Referral card production.
Step 4. Work closely with your Lighthouse
marketing coach to insure ROI-results.
Step 5. Prepare to have an abundance of new
referrals.