By: Dawn Patrick, Dental Business Coach and Director of Operations, IGNITEDDS
When it comes to growing a dental practice, many doctors jump straight to external marketing — ads, mailers, or social media campaigns. While these have value, the most cost-effective, high-return strategy often starts within your own practice.
A structured internal marketing plan can increase referrals, improve patient loyalty, and boost profitability without the hefty price tag of external advertising.
Core Elements of an Internal Marketing Plan
1. Ask for Referrals: Directly and Consistently
Happy patients want to help, but most won’t think to refer unless you ask. Train your team to use simple, patient-friendly language like:
“We love caring for patients like you. If you have friends or family looking for a dentist, we’d be honored to care for them, too.”
Impact: Even a few new patients per month from referrals can significantly improve your bottom line, as referred patients tend to be more loyal and accept more treatment.
2. Hand-Written Notes for a Personal Touch
Thank You Notes for Referrals: When a patient refers someone, send a handwritten card. It shows genuine appreciation and deepens the relationship.
Welcome Notes for New Patients: A quick note welcoming them to the practice sets the tone for trust and loyalty. Including a personal reference from your initial discussion at the appointment is a bonus and really helps patients feel heard and appreciated.
“Hi Mrs. Smith, Just a note to say it was a pleasure meeting you! Thank you for trusting our dental team with your oral health! PS – I can’t wait to hear about your cruise at your next appointment!”
—Dr Ben Jones + Team
Impact: This small gesture creates memorable patient experiences, turning one-time visitors into long-term advocates.
3. Google Reviews & Video Testimonials
Google Reviews: Ask satisfied patients to leave a review before they leave the office. Reviews build credibility and improve search ranking.
- Provide a QR code card or text link for convenience.
- Utilize dental texting platforms to also send out requests for online reviews
Video Testimonials: Short, authentic videos of patients sharing their positive experiences can be shared on your website and social media.
Impact: Reviews and testimonials act as social proof, attracting high-quality patients at virtually no cost.
4. Accountability & Team Buy-In
Internal marketing only works if your team consistently executes, and a system for accountability is in place.
Set Expectations: Make asking for referrals, reviews, and testimonials part of daily routines. Ask each team member to select a patient from the schedule today that they will ask for a review.
Accountability/Track Results: Use a simple dashboard to track referrals, reviews, and new patient numbers. Assign a team captain/cheerleader to be responsible for this process.
- Ask each morning in the huddle who asked for reviews the day before.
- Update the dashboard with the
- # of asks each day
- # of new reviews
- # of new referrals
- Celebrate Wins: Recognize team members who consistently engage in internal marketing efforts—spotlight them in team meetings.
- Celebrate NEW reviews each day that are posted online.
Impact: A motivated team is more effective, and accountability ensures your internal marketing doesn’t fade into “good intentions.”
5. Contests & Incentives (If Allowed in Your State)
Friendly competitions can boost engagement:
- Referral Challenge: Reward the team if the office reaches a set referral goal.
- Review Raffle: Patients who leave a review can be entered into a drawing for a prize.
- Team Contest: Track who asks for the most referrals or collects the most reviews, and reward them with gift cards, lunches, or extra time off.
Impact: Small incentives drive consistent action, which compounds into more patients, more production, and higher profitability.
Other Creative Internal Marketing Ideas
- Patient Appreciation Days: Host small events that celebrate your patients and encourage referrals.
- Monthly Drawing: Hold a monthly drawing for all patients who referred a patient and/or left a review online. You select the prize!
- In-Office Signage: Use posters or digital screens to remind patients about reviews, referrals, and appreciation. QR codes make leaving reviews and referring patients EASY!
Why Internal Marketing Works
Compared to external marketing campaigns, internal strategies are:
- Low Cost: Hand-written cards and referral conversations cost pennies compared to paid ads.
- High Yield: Patients referred by friends and family are more likely to stay, accept treatment, and refer others.
- Team-Driven: Everyone in the office can contribute, making it a collective effort toward practice growth.
When done consistently, internal marketing creates a culture of loyalty and trust—fueling steady, profitable growth for years to come.
Photo By: Kaboompics.com
