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Professional Courtesy Thomas Giacobbi, DDS, FAGD, Editorial Director, Dentaltown Magazine

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You Found Us?!
–  Thomas Giacobbi, DDS, FAGD, Editorial Director, Dentaltown Magazine

When you visit with new patients for the first time, do you ask them how they found your office? You might have a spot on your patient forms to ask: "How did you hear about our office?" or "Who might we thank for referring you?" I have found that most offices take a fairly casual approach to this topic when it is one of the most important issues facing the practice. The source of new patients is a reflection on your external marketing, an opportunity to grow relationships with existing patients and a chance to discover hidden referral sources. A recent new patient in my practice found us when she posted a request on her Facebook wall for the name of a dentist after she had a bad experience. When our office was mentioned by friends she called to make the appointment.

This issue is on the mind of virtually every business on the planet. For example, many large chain stores will ask for your zip code or phone number at checkout to aid their tracking efforts. In other instances, they will use coupons with special codes or "refer a friend" promotions to track the source of new customers. If this data is so crucial to stores that are 50 times the size of your dental practice, in the best locations, with national ad campaigns and long lines of customers every time you visit, shouldn't it matter to you too? Yes!

Existing patients that refer new patients should receive a thank-you note at minimum every time they send a new patient to your office. A small token of appreciation – a gift card or movie tickets is also appropriate. When you have patients that send many new patients to your practice, make it a point to thank them in person the next time they visit your office. Non-human sources such as office location, insurance company lists, office Web site and advertising are also a critical part of your tracking strategy. If one insurance company seems to be responsible for more new patients than another, check your listing on the other Web site to see if it is accurate. While you are on the computer, search for your practice in many different ways and see if it is possible to find your Web site. Check your listings on other online business listings such as Google Local, Yelp and Yellow Pages to name a few.

These statistics will give you insights into your business successes as well as weaknesses. The patient that I mentioned above came through Facebook but was referred by existing patients. While this is not an everyday occurrence, it illustrates the complex series of events that can lead to a referral.

I sincerely hope in this self-examination of your practice you will gain a new appreciation for the importance of source information to the other businesses you deal with every day. When you order supplies from a dental manufacturer or distributor tell them where you found out about the products you have selected. If you can spare a few moments, send the company an e-mail to let them know how your buying decision was influenced.

This month we have a preview of some of the products that will compete in the Townie Choice Awards. At Dentaltown we know the information we provide, in the pages of this magazine and on our Web site, influences many buying decisions and we want that message to be shared with the companies that provide excellent products. The power of professional interaction without borders on Dentaltown.com is unique in our profession that has long been marked by isolation and uncertainty.
Dentaltown Magazine
September 2025
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