Word-of-mouth referrals for a plastic surgery practice are absolutely the best advertisement you can get to grow as quickly as possibly. It’s also the cheapest form of advertising you can invest in and it takes so little time, money and effort.
The best patient for your plastic surgery practice is the referred patient. It is golden when a friend tells another friend, family member or colleague about you in a positive light.
Because the referred patient is already pre-sold on you, they are not as price sensitive and much more likely to say yes to your recommendations.
So, word-of-mouth referrals increase your closing ratios, decrease your external marketing costs and grow your practice.
Compared to other plastic surgery marketing strategies, word-of-mouth referrals are cheaper, easier and painless – you can’t ask for more than that.
Word-of-mouth referrals work so well because they are passing pertinent information in a trusting, informal, person-to-person manner, rather than by mass media or advertising.
It is highly valued because of it’s so credible. People are more inclined to believe word-of-mouth referrals than more formal forms of promotion because the communicator (your patient) was satisfied by the services you provided and is unlikely to have an ulterior motive (i.e., they are not out to sell something). Also, people tend to believe people they know.
A Plastic Surgery Patient’s Inner Circle
Think of it this way. Each one of your patients, on average, has an inner circle of approximately 250 people. That includes friends, family, colleagues, neighbors, etc. If each of your patients told only five of their inner circle about you and then they told five and so on and so on, consider how quickly you could grow your plastic surgery practice.
When you first start out in practice, you do need to rely on more external marketing, so the community gets to know you. Advertising helps to build your brand and your name recognition.
However, as your practice matures, 70% and more of your new patients should be coming from your existing patients.
So, How Do You Get Plastic Surgery Word of Mouth Referrals?
Word-of-mouth referrals must be encouraged and sought after using creative, subtle methods. Sure, you will automatically get some of them from your core group of cheerleaders in your practice. Every practice has that group of patients who just love you and tell anyone who will listen how great you are. However, you also want referrals from the majority of your patients – not just the chosen few.
Make word-of-mouth referrals a priority in your office. For starters, set up processes to help ensure you have your staff’s commitment to make patient satisfaction your #1 priority.
Be sure they understand the importance of treating each patient with a warm and friendly attitude each and every time they are in touch with your practice.
And then be sure the person answering your phones is asking how the callers heard about you so you know who and what is growing your practice.