Orchestrating vs. Hoping for Referrals with Word of mouth referrals have always been and will always be the most cost effective way to grow a cosmetic practice. But rather than hoping patients talk about your practice, taking a more proactive approach helps ensure a steady stream of new leads.
The best part about referrals is they are free and don’t involve huge advertising costs. That keeps your overhead down and your expenses under control. And, these referred patients come “pre sold” on you from their trusted friend who is putting their own reputation on the line, and that makes the referral that much more valuable.
That also makes the referred prospective patient way more likely to convert to a paid procedure, and also likely to be more loyal and become a repeat cosmetic patient.
However, many practices make the mistake of assuming that referrals will happen naturally if they do good work and give the patient a great result. While this could happen, it’s not a strategy. Hoping for referrals is a passive approach that leaves a lot of money on the table.
But waiting for referrals to happen on their own is not enough. If you want to grow your practice, increase revenues, and stand out from the crowd, you need to actively orchestrate and stimulate referrals.
Here’s a breakdown on how you can develop a proactive strategy that make referrals happen a lot more often. It’s about creating an environment where referring your practice becomes second nature to your patients.
Orchestrating vs. Hoping for Referrals: How to Stimulate Referrals
1. Create a Memorable Experience
You must provide a patient experience that is worth talking about. In today’s world, good service is no longer enough; you need to wow your patients. What can you do to go above and beyond in delivering value at each touch point?
How about no waiting, espresso machine, quick checkout, no hassle scheduling, makeup bar, quick recovery goody bag, and anything else you can think of to exceed expectations, that make your service memorable.
This is what makes your patients feel genuinely appreciated and delighted, so they are much more likely to refer their friends and family to you.
Note: Oftentimes, you can win over your competitors by NOT doing things that affect the patient’s experience negatively. For example:
Don’t keep them waiting.
Don’t ignore them.
Don’t be curt or rush them.
It’s up to you to train your staff on customer service and how you expect the patient experience to go, since you have full control over that.
2. Ask for Referrals at the Right Time
Timing is everything. The best time to ask for a referral is when the patient is ecstatic about their result. You know they are because they are gushing about their result to you or your staff so that is when to ask.
For surgery, the right time is typically within weeks of surgery…NOT months. This needs to be fresh in their mind, when they are most excited about their new look.
And don’t be afraid to ask directly. More of your patients than you think are willing to refer but simply don’t think about it. Have a prepared script that you have practiced to sound conversational. For example:
“Sara, I’m so happy you’re thrilled with your result so please be sure to tell your friends and family. I would appreciate it.”
3. Make Referring Easy & Compelling
Orchestrating vs. Hoping for Referrals can make the referral process as simple and frictionless as possible. The more steps or effort it requires, the less likely people are to do it. Provide clear instructions and easy to use tools, such as a referral link or QR code in your in house signage, a one click social media share button, or a pre written email that patients can send to their friends.
Here’s an example of my own KiSS Loyalty Program props that help patients refer their friends and upload a google review:
Box Frame Signage
Referral KiSS Mints w/QR Code
4. Say Thank You
Whenever your patients refer someone to you, it’s critical to follow up with a personal thank you. Acknowledging their support not only shows appreciation but also encourages future referrals.
Get together with your team and think of fun ways you can thank your patients ethically. For example, send a handwritten note, a personalized email, or even a phone call. Present them with a surprise goody bag of your skincare products on their next visit, invite them in for a complimentary non-surgical treatment of their choice, and/or gift them with a practice-monogrammed camisole, water bottle, etc.
Because patients who feel valued and appreciated for their referrals are more likely to reciprocate by continually spreading the word about your practice. Doesn’t that make sense?
If you need proven strategies to spur your own word of mouth referrals, schedule a 30-minute Complimentary Call so we can talk about orchestrating referrals for you.
