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Finding sincere and creative ways of asking for referrals can be challenging. Many efforts, if not sincere, can come off as needy or desperate. Using your heart instead of your head usually proves itself to being a better solution. This month we look at the power of “Great Cause” marketing. Involving others in giving to a great cause you believe in can be an exciting way to get people talking about you and actively referring to your practice.
This month’s marketing tip comes to us complements of Dr. Eric and Shelly Arias of Tampa, Florida. A while back, they decided that they wanted to find a creative way to give back to patients and the causes that were important to them. It would be a way to thank them for their loyalty as patients beyond the normal gift certificate. So, they created “Smiles for a Great Cause.”
“When you refer a friend to Dr. Eric Arias, a $50 donation is made in each of your names to the Ronald McDonald House Charities of Tampa Bay upon your friend’s first appointment.” The most important component to making any “Great Cause” marketing effort work is that it has to be 100% sincere. Anything less than that will be transparent to patients. Shelly Arias says, “We have always been involved in a charity of some kind. It is very important to us. The Ronald McDonald House is a charity that we strongly believe in. It is also a charity in which the money doesn’t get pooled. It goes directly to the RMH in Tampa or St. Petersburg so we feel really good about how the contributions are used.”
“It was never designed to be a selling program. It was just an easy way to create a lot more meaning in growing our practice and showing our patients another side to us. We get the greatest feedback from patients. They think it is the neatest thing.”
Shelly had 3 different kinds of cards created with actual patients on them. Each card represents a different demographic in their practice. When a new patient is referred to the practice, she writes a handwritten note to each person and includes one more "Smiles for Great Cause" card. She selects the card that would be most likely to appeal to that person. She also sends them out in her new patient packet to patients. It sets the tone to let patients know that they are coming to a different kind of practice. It also informs them that they are taking new patients.
Each operatory in Dr. Eric Arias’ practice is equipped with a card holder that gets refilled with the “Smiles for a Great Cause” cards. Shelly explains, “Our team finds it very easy to hand these out to patients. It shows them that it isn’t about us or the money. It is something much more than that. It also takes the edge off of having to ask for referrals.”
Shelly also has the cards placed on the table in their patient checkout room. “Our patients notice them all the time. They pick them up and make comments about them. It is a great conversation piece. Every once and a while, a patient will tell us that they carry one in their wallet and they are looking to give it to someone. It really gives us a great feeling.”
Having a heart for service is the important key here. Finding a great cause to get involved with might change you more than it does your practice. That alone, might create a channel to bring new friends to your door and leave you feeling good about how you are doing it.
A good friend of mine once said “You are always rewarded in direct or greater proportions than in which you give.”
Try it. See if it comes true for you.
Keep up the great work,
Kirk Behrendt
Speaker & Coach
ACT Dental Practice Coaching
800.851.8186
Kirk Behrendt is the Director of ACT Dental Practice Coaching. He has lectured all over the United States to major meetings and study clubs. He has extensive experience on practice profitability, team building, leadership and dental practice marketing/branding, Kirk and his team are primarily focused to positively impact the future of dentistry one practice at a time.. You can reach him at 800-851-8186 or email him at kirk@actdental.com.
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