Every dental practice wants more patient referrals. Yet for many offices, referrals feel inconsistent, unpredictable, or completely out of their control.
Here’s the truth: most practices don’t actually have a referral problem.
They have a system problem.
In the latest episode of Dental Drill Bits, Sandy Pardue and Dana Salisbury break down why referrals don’t happen by chance and what dental practices can do to create a repeatable, sustainable referral system — without being pushy or uncomfortable.
Why Referrals Feel So Inconsistent
Many practices rely heavily on external marketing — postcards, billboards, social ads, and PPO participation — to drive new patients through the door. Meanwhile, the most powerful marketing tool they already have often goes underutilized: their existing patients.
When referrals aren’t happening, it’s rarely because patients don’t like the practice. More often, it’s because:
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There’s no clear system for asking
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Team members don’t feel confident bringing it up
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Referral opportunities are missed in everyday interactions
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Referrers aren’t acknowledged or thanked
Referrals don’t fail because of intent. They fail because of lack of structure.
Service Experiences Drive Word of Mouth
In this episode, Dana shares real-life examples of trying to give businesses her money — and being met with unanswered calls, poor follow-up, and frustrating experiences. These are the moments when referrals are either created or destroyed.
Patients talk.
They talk when they’re impressed, and they talk when they’re frustrated.
Practices that consistently deliver attentive service, clear communication, and follow-through naturally create patients who want to refer — they just need to be shown how.
The Best Moments to Ask for Referrals
One of the biggest myths about referrals is that asking feels pushy. In reality, when it’s done at the right time, it feels natural and appreciated.
Sandy outlines ideal moments to introduce referral conversations, including:
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After treatment is completed and the patient expresses satisfaction
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During hygiene appointments when rapport is strongest
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At checkout when patients are feeling confident about their visit
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Even in the reception area with family members waiting
The key is tone. Confidence in the practice, the doctor, and the team makes the invitation feel genuine — not salesy.
Why Referred Patients Are Different
Referred patients are not the same as marketing-generated patients.
They are:
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More likely to accept treatment
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More likely to keep appointments
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More loyal to the practice
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More confident in the provider from day one
That’s why Sandy recommends every practice aim for 1–2% of their patient base in referrals each month. This benchmark indicates that internal marketing is working.
Track, Thank, and Repeat
One of the most overlooked parts of a referral system is gratitude.
Patients who refer friends and family should be acknowledged — every time. A handwritten thank-you note, a doctor-signed letter, or even a sincere verbal thank-you reinforces the behavior you want to see repeated.
Tracking referrals consistently in your software is just as important. If referral sources aren’t captured accurately, opportunities to reinforce and grow that behavior are lost.
As Sandy puts it, when you thank people, you get more of the same behavior.
Build Confidence Through Training
Referral systems don’t work without confident teams. Role-playing, scripting, and clear expectations help team members feel comfortable introducing referrals without hesitation.
When the entire team understands that referrals help the practice grow — and help more patients find quality care — asking becomes part of service, not sales.
Listen to the Full Episode
If your referral process feels accidental or inconsistent, this episode is a must-listen.
?? Referrals Aren’t Luck — available now on Dental Drill Bits
Listen in to learn how to:
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Identify missed referral opportunities
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Coach your team with confidence
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Reduce reliance on costly external marketing
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Turn everyday patient interactions into growth momentum
Referrals aren’t luck. They’re earned — one experience at a time.