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Howard Speaks: What’s the Word on the Street? by Dr. Howard Farran, DDS, MBA

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Categories: Practice Management, HR and Accounting;
Howard Speaks: What’s the Word on the Street? 

by Howard Farran, DDS, MBA, publisher, Dentaltown magazine

When it comes to building a great name and reputation for your practice, it’s impossible to overlook the importance of word-of-mouth referrals from your current patients. (And don’t just take my word for it! Here’s Dr. Bryce Richardson, whose practice is featured in this month’s Office Visit cover story, talking about his marketing strategies: “I think patients sharing their positive experience is the most influential thing you can do.”)

When you’re thinking about marketing your practice, it’s easy to fall down the rabbit hole of online and social media advertising. But all the geofencing and retargeting plans in the world can’t stack up to happy patients telling their friends and neighbors how much they like the team at their dentist’s office!


It’s a team effort
You’ll notice I said “how much they like the team at their dentist’s office,” not “how much they like their dentist.” Think of how much a patient experiences before a dentist comes into the equation: The front desk team handles the reminders, appointment calls and greetings; assistants and hygienists walk patients from the front office to the treatment chair and keep things friendly and comfortable during imaging, perio chartings and cleanings.

You might be the greatest dentist in town, but a subpar patient experience at any moment before you walk into the operatory puts your practice reputation at risk. Your entire team needs to be focused on fantastically professional, friendly service whenever patients are in the practice.


It’s a team effort
If you believe you and the team are indeed firing on all cylinders, then consider: How are you encouraging patients to spread the word about the great service your team provides?

Let’s say you’re just leaving a fantastic meal at a restaurant—you were greeted and seated quickly, the server was knowledgeable and friendly, and the food and drinks were first-rate. As much as you enjoyed your experience, it’s unlikely that you hopped online and left a great Google review—so why do you hope that your patients would do so unprompted, too? Ask them if they’re comfortable sharing their experiences online. Press referral business cards and shareable merch into their hands, so they can share them with friends and fellow parents who might be looking for a great dentist!


Patient moments and profit margins
The importance of patient referrals comes up at least once more in this issue, inside a message board thread about practice profit margins. As one Townie who has great overhead numbers across the board puts it: “You can quickly throw money out the window with poor marketing. … The best patients you get are referrals from patients anyway.”

Keep patient referrals top of mind in your practice, and remember the two main components: giving patients a great experience they want to share, and explaining how much it means to you and the practice if they do so. The rewards are ready to be reaped!
See Howard Live!

Dentaltown founder Dr. Howard Farran reaches hundreds of thousands of dentists around the world every day through his columns, podcast and social media posts—and now, he’s taking his act on the road, including his latest presentation based on the bestselling book Uncomplicate Business! Howard will speak live at the following organizations and events over the next few months:

  • Oct. 18
    Veritas Dental Resources: Salt Lake City
  • Jan. 25, 2025
    Waukesha County Dental Society: Waukesha, Wisconsin (wda.org)
  • July 18, 2025
    West Virginia Dental Society: White Sulfur Springs
To schedule Howard’s appearance at your upcoming event, call Rebecca Wheeler at 480-341-9777 or email rebecca@farranmedia.com.

 

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