When a dentist sees a patient with disease or the need for a dental implant, they often refer that patient to a periodontist who specializes in those cases. How do you become the periodontist a dentist choses to refer his patients to?
Most periodontists believe you do this by dropping off a box of doughnuts, making visits, and networking at dental meetings. Problem is, everyone uses the same tactics that don’t work.
When Dr. Jeff Anzalone, a periodontist in Monroe, Louisiana, reached out to me for a consulting day, we took a different direction.
Dr. Anzalone created a one-of-a-kind training event for dentists and their staff within Monroe, Louisiana. This event featured a high-profile, in-demand speaker and a fun atmosphere — plus, Dr. Anzalone offered it for free to dentists who were referring a certain number of patients to his practice every month.
How did he know who those dentists were?
Dr. Anzalone studied his referral reports. He identified the dentists who were referring the most patients — five or more — and gave them instant access to the event. They were already great referring dentists and Dr. Anzalone wanted to give them the recognition they deserved.
Dr. Anzalone then identified the dentists who were referring between three and four patients to his practice every month. He made admission to his event free for these dentists and their staff members if they referred five patients within a month. For dentists who were referring between one and two patients a month, they were allowed to attend free if they referred three patients in a month. And, for the long list of dentists who were referring zero patients, they were told they could attend by referring one new patient to Dr. Anzalone.
The results were astounding. Dr. Anzalone had his two best months ever, increasing his revenue by more than 50 percent over previous years. Referrals were up and dentists and their staff were excited about the event.
Dr. Anzalone has since formalized his program into the Dental Prosperity Insider’s Circle where he provides monthly newsletters to his area dentists and their staff, together with a monthly interview call. Everything a dentist would expect to have to pay $99 or more for to receive from a dental marketing guru, Dr. Anzalone provides for free to dentists who refer patients to his practice.
Now Dr. Anzalone is duplicating his success by making the Dental Prosperity Insider’s Circle available to other periodontists to license within their own community. By ignoring conventional wisdom and building a membership — in this case, a membership of his referring dentists — Dr. Anzalone has transcended periodontal specialists throughout his area. And now, he’s showing other periodontists around the country how to do the same.