Why Going Cheap Could Be Costing You More Than You Think

When it comes to building a thriving referral practice, one of the most common—and expensive—mistakes is defaulting to the cheapest way to reach potential referrers. I see it time and again, even in practices with the budget to do better. And the problem isn’t money—it’s mindset.

Many referral centres fall into the trap of thinking, “If I just talk about how great we are, dentists will show up—maybe at a local study club, maybe not.” But the most successful practices ask a smarter question:
“How can I invest more than my competitors to build the right relationships?”

Here’s why that matters.

When you cut costs—choosing black-and-white flyers, skipping postage, or sending yet another downloadable PDF—you blend into the background. You miss the chance to stand out in an increasingly competitive space and you wonder why no-one bothers coming along.

The best-performing practices flip the script. They think, “How can I make this unforgettable?” That might mean sending a premium, full-colour invitation to a standout event—something dentists will value and remember.

It might mean hiring an unexpected, inspiring speaker or choosing a beautiful venue that elevates the experience beyond the average study club.

This isn’t about spending recklessly. It’s about understanding your numbers—knowing the value of a long-term referrer relationship, and investing accordingly.

Because when you can confidently out-invest the competition to create meaningful, memorable connections, you gain real momentum. You accelerate trust. And you make it far harder for others to compete.

So instead of asking, “How can I do this for less?”—ask:
“How can I create something no one else is willing to?”

Smart referral practices don’t play it safe. They show up boldly—and they get remembered.

Grabbing the attention

Did that grab your attention?

It certainly did mine.
And that's the power of effective marketing. As a dentist looking to grow your practice and reach new patients, capturing their attention and making a lasting impression is essential. Just like the Specsavers campaign, your marketing should stand out and tell prospective patients that you're not only established but also fun to be around!

Yes, fun!

Making the experience more enjoyable and less intimidating, more personable, and making patients feel welcome and appreciated.

Remember, don't settle for boring or generic marketing. Make an impact and stand out in our crowded market. #marketing #experience

Direct mail - the return of its popularity

Direct mail is making a comeback in the mainstream marketing world, and for a good reason - it's an important channel to use for building relationships between dental practices and their patients. With businesses of all kinds continuing to embrace digital technology, email, Google ads, Instagram and social media, it can be difficult to keep up with the latest trends.

Fortunately, a physical letter offers one solution that still stands out from the rest when it comes to engaging your patients and future patients.

This blog post talks about how direct mail works and why its popularity is growing among dental practices everywhere!

Understanding the appeal of direct mail- why it has become popular again

Direct mail may seem like a thing of the past, but it has actually become increasingly popular again in recent years. So what's the appeal?

For one, it allows for a more personal connection between your patients. In a world where we are bombarded with digital advertisements, ping after ping after ping. A letter stands out as something tangible and physical. Additionally, direct mail can be highly targeted, allowing practices and referral practices to send news and service offers specifically to those most likely interested.

With the rise of technology, the art of receiving something in the mail has become a novelty, and direct mail has proven to be an effective way to stand out from the noise and hangs around longer.

The tactile human

You see, the thing is, we are human beings, and we still like to hold things in our hands. If you want to grab the attention of potential customers through direct mail, it's important to make sure your piece is both creative and effective. The key is to think outside the box and come up with a unique approach that will make your piece stand out from the rest.

• Dentists like to take their time over interesting cases on a Saturday morning.

• Patients like to pass on newsletters to friends and family.

Keep in mind that successful direct mail campaigns require both creativity and strategic thinking, so take the time to carefully craft every aspect of your dentist/patient piece to maximise its impact.

If you are thinking of running a newsletter campaign, call me, and we can chat about some game-changing tactics.

Attributes to building trust

The Eldermann Trust Barometer is an annual survey measuring the levels of trust people have in various institutions and businesses worldwide.

The survey covers a range of industries, including healthcare, finance, education, and government. According to the results of the Eldermann Trust Barometer, there are several key attributes that businesses can cultivate to build trust with their customers.

Building trust is a crucial aspect of any business, and dental referral practices are no exception. By implementing the Eldermann Trust Barometer, referral practices can cultivate a strong reputation and build relationships with dentists and patients alike. Here are some ways to put the Trust Barometer into practice in a dental referral practice:

Transparency: Referral practices can build trust through transparency by clearly communicating their referral process and fees to dentists. They should ensure their fees are competitive. Transparency can also extend to the follow-up process, actively updating the referring dentist on their patient's progress for transparency and providing all necessary patient notes in the transfer process.Providing advice of when the referred patients is being returned tot he practice.

Integrity: Referral practices can demonstrate integrity by always putting the needs of the patient and referring practitioner first. Referral practices should ensure high ethical standards in their decision-making. The referral practice takes responsibility for patients that have been referred as if they were in-house.

Competency: Referral practices should demonstrate high clinical skill and experience to build trust with referring dentists. This means sharing continuing education events, supporting referral clinics on new techniques, and sharing reports among the industry so referring dentists can see growth and development.

Empathy: Referral practices can show empathy by treating referring dentists as friends/peers. Practitioners within the referral practices should listen actively to the referring dentist's needs and concerns, promptly taking any necessary actions where necessary to support and assist assisting the clinician when there is something delicate that needs to be addressed in terms of patient care with regard to the referral.

By implementing the Eldermann Trust Barometer, referral practices can build long-lasting relationships with referring dentists by emphasizing transparency, integrity, competency, and empathy, resulting in more referrals and better patient outcomes.

 If you re considering building your referral practice. Feel free to contact me if you are in the SouthEast of England. Let’s chat!

Building Referrals - The Trust Factory

Building trust is vital in any business but especially crucial in growing a dental referral practice. Here are a few reasons why:

Firstly, trust helps to establish credibility. When referring dentists trust your practice, they are more likely to refer their patients to you, and their patients are more likely to accept the referral and trust the treatment plan. By building a reputation where you nail excellent patient outcomes, do exactly what is prescribed and provide good communication to the dentist, you can secure more referrals and grow your practice.

·       Listen and understand potential referring dentists’ service needs

·       Cohesively work well as a team/multi-disciplined approach

·       Place treatment ahead of profits for the best outcome.

·       Has highly regarded and widely admired clinical skills

You don't need a huge marketing budget – but you need to build relationships, and this can take time.

Secondly, trust helps to establish loyalty. You don't need 100’s referrals; just 30 dentists that trust your practice and you become friends, and then they are more likely to partner with you for the long term, making repeat referrals based on their positive experiences with your practice. This repeat business can create a steady revenue stream and help solidify your position in the industry.

·       Treat only within the prescribed referral from the GDP

·       Communication process so nothing gets missed

·       Be 100% transparent and open to discussions with the GDP

·       Socialise, mentor and support.

·       Creates great educational programmes which positively affect the impact on local practices

Thirdly, trust fosters collaboration. Referring dentists who trust your practice are more likely to work collaboratively with you to ensure the best possible outcomes for their patients. This can lead to a more robust referral network and higher patient care.

·       Provide the highest quality evidence-based treatment for patients

·       Seen to be an innovator of new products and services

·       Does it need saying?... Return every patient

·       Highly regarded and widely admired

Finally, trust leads to positive word-of-mouth. When patients receive high-quality care from providers they trust, they are more likely to spread the word to their friends and family. This can help to increase your patient base, leading to more referrals and further growth for your practice.

Overall, building trust is an essential aspect of growing a successful dental referral practice. By cultivating a positive reputation for delivering excellent outcomes, building long-term relationships, fostering collaboration, and encouraging positive word-of-mouth, you can position your practice for growth and continued success.