Pacific Coast Society of Orthodontists Bulletin Spring 2018 - 55

Presentation Summary

Roll in additional activities for B-level offices. I
suggest a Thanksgiving gift for the doctor, including a Thank You note signed by the orthodontist
along with gift cards (a modest amount of $25 is
best).
Doctors will appreciate birthday recognition.
Deliver a cake and card during the birthday week.
Start with a small list of participating doctors, as
this can be a labor-intensive project!
The A-level includes only a few doctors; your true
top referrers. Ramp up the birthday recognition
with balloons, a gift, and a personal visit from the
orthodontist. Gifting during the holiday season,
in addition to the Thanksgiving gift, is welcome.
You may also include a bonus activity in the
spring.
Start with this formula:

 Three winners per month: oral hygiene (discussed later), staff appreciation for one winner, and lunch drawing winner for full team.
 One social event annually.
 Five to six PR visits annually.
 CEU event, annually or bi-annually.
 Recognize B- and A-level referrers with additional promotions.
Practice parties, an OSHA meeting, a flu shot
event, and other dated events require a dated
event protocol. This protocol will maximize your
contact with the GP's office. Plan the event with
a six- to seven-month lead time to ensure maximum exposure:

 Six to seven months prior to event: handdeliver or mail Save-the-Date cards. Indicate
that an invitation will follow.
 Three to four months prior to event: handdeliver or mail invitations. Allow space for
attendees to indicate the following information: name of doctor(s) / office name; name of
attendees; contact person, phone number,
optional email address.
 One month prior to the event: resend invitation to non-responders.

Spring 2018  PCSO Bulletin

Administrative Staff

 Two weeks prior to the event: call non-responders. Offer to fax an invitation. Send a confirmation letter to attendees.
 Two days prior to the event: make reminder
phone calls to attendees.
Let your audience know how fabulous you are on
your letterhead, website, referral card, Facebook,
Instagram, one-minute message, written materials, etc. The referring doctor's front desk will pick
your office if you establish meaningful relationships with them and if they are familiar with
how great you are.
Use the margin of your letterhead to promote
which GP program and orthodontic program you
attended, your association memberships,
Invisalign status, additional certifications, etc.
Utilize a dynamic and exciting referral card in
place of a business card. A four-color card gives
you more impact and a black-and-white triplicate
card gives you direct contact with the potential
patient. (The third portion of the triplicate card is
mailed to you by the DDS' office and includes
patient contact information.)
Promote your services and amenities via every
avenue: referral cards, website, social media,
letterhead, additional written collateral, etc. Take
an inventory of your services:

 Complimentary: Initial exams, recall exams,
x-rays, records, bottled water, coffee service,
WiFi, game room, active patient amenities
menu, etc.
 Community: Charitable events; talk about
your involvement with the community and
giving back.
 Oral Hygiene (OH) program: Refer patients
back to the GP, OH card, and progress report
for parent and DDS, and rewards for patients
and the hygiene professional when the signed
OH card is returned. At checkout, ask patients
and parents about their next dental appointment and present the OH card.
continued on page 57

Table of Contents for the Digital Edition of Pacific Coast Society of Orthodontists Bulletin Spring 2018