By Ally Stoeger, OD 
The highest compliment people can give your practice is to recommend you to their friends and family. The challenge is finding subtle ways of encouraging patients to do so. Generating referrals is like generating dates. It’s always better if they think it is their idea and not yours!
Here are some tips for spurring referrals:
1. When you meet someone new, before you inform them you are an optometrist, ask the other person what they do. Genuine curiosity is a very appealing character trait, so that will make them like you. People tend to recommend people they like. Eventually that person will ask what you do. Be coy. Tell them you practice optometry. Don’t say where. Let them ask–they almost always do. Then they will think it was their idea to see you because they had to ask you for your location.
2. Never make derogatory comments about (their last significant other) or the place they usually get their exam–even if it is was a $19 exam.
3. It’s always easier to “ask for a friend.” In other words, it’s tough to ask someone if they are interested in going out with you. It’s easier to say
“I have a pair of hockey tix to see Alex Ovechkin and the Washington Caps. Do you know of someone who might be interested in going to Tuesday night’s hockey game with me?” Of course you are secretly hoping the person you are asking will say “I’d love to go.”
It’s the same with referrals. It’s tough to give someone a card and say if you need an eye exam come to see us. Much easier to hand out the card and say
“George, You know my office is pretty close to where you work. Is it OK if I give you a business card–just in case someone at work is looking for a new eye doctor?” Naturally you are hoping George will come to your office also, but this way George will think it was his idea, not yours.
Then all that’s left is to make a great first impression on your “date!”
What does your conversation with potential new patients sound like? And what strategies do you employ to encourage existing patients to refer friends and family?
Ally Stoeger, OD, is founder of www.RealPracticeToday.com and president of Consulting With Vision LLC, an optometry practice consulting firm. She was a founding and managing partner of a multi-doctor practice in northern Virginia. Dr. Stoeger’s area of special interest is enhancing practice revenue and web/social media marketing. Contact: ally@realpracticetoday.com.
