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Professional News Articles : FRONT DESK by Mary M. Byers, CAE : Create a sensible practice referral policy

Create a sensible practice referral policy

February 06, 2006

There comes a time in every dental practice's life when it's time to develop a referral policy. Though it's not likely to happen in the first years of practice, eventually there will be enough business to be able to focus on what the dentist(s) love to do and are good at—and to refer the rest. Here's what to consider when establishing your office's policy.

Is the practice profitable enough to allow for referrals? Obviously, if the practice is struggling to make payroll and meet overhead expenses, it's not in a position to refer business on a regular basis. As profits increase, however, a referral policy can be developed.

What stresses staff out? What procedures cause the most worry or have the highest failure rate in your practice? These are ripe for referral. I've talked to some dentists who despise making dentures. They say it takes too long; they don't like fitting them; and the chance that multiple appointments will be necessary is too high for dentures to be a profitable part of their practice. I've talked to other dentists who love making dentures—and they have the patience necessary to fit them properly. If you're a practice that doesn't like to make dentures, and you can find a practice that does, you've got a perfect opportunity to help another dentist build his or her practice while reducing the stress level in your practice.

Who will the practice refer to? Once it's decided what procedures will be referred out, a decision also needs to be made regarding who to refer to. Ask other trusted professionals for their recommendation if you're uncertain about this. After making a referral, be sure to casually follow up with patients at their next visit to be sure their experience with the referred dentist was a positive one. Doing so will provide the information the practice needs to continue to make well-informed referrals.

Get permission to refer. It's a good idea to get permission to refer from those you'll be referring to for two reasons. First, you'll find out if, in fact, they are accepting referred patients. And second, you'll be able to determine how quickly a referred patient will be able to get an appointment. If one doctor has a backlog, you might want to refer to another practitioner who isn't as busy.

Make sure staff is aware of the referral policy. The entire staff should know when to refer, who to refer to, how to make a referral, and how to follow up with referred patients. Having a system in place will insure that referred patients get the care they need elsewhere, while remaining in your practice.

Referrals are an important part of every practice's business. Take time to ensure referrals from your practice are as well prepared as the treatment plans, and your referral policy will serve both the practice, and your patients, well.

CDS presents Front Desk, a column addressing problems dentists and staff members experience in the office. Front Desk is prepared by Mary M. Byers, CAE, a professional speaker and freelance writer who previously served as director of communications and member services at the Illinois State Dental Society. New columns will appear online on a monthly basis. If you have a suggestion for topics to be covered, or any comments on this column, drop us a line, review@cds.org. Ms. Byers may also be reached at mbyers@marybyers.com or www.marybyers.com.

Copyright 2006, Chicago Dental Society