A story is told of a farmer’s son who, not wanting to farm crops all of his life, leaves home to search for his fortune in the diamond mines. He digs and digs with only modest success and finally decides to go back to the farm. Upon his return, he finds that his father, while plowing his field, discovered a large diamond and became a wealthy man.

How often do you look outside your practice in search of “diamonds” rather than staying home and plowing your own field? How are you most likely to build your practice? By advertising in the newspaper where most of the readers don’t know who you are? Or in your practice where the existing patients not only know who you are, but also know how effective your treatment is. Obviously, the answer is to “farm” your practice first and only dig in the proverbial mines if it becomes necessary.

There are many ways to “farm” your practice. A couple of the most important methods include providing caring treatment and conscientious customer service. Additionally, you need to be able to comfortably ask for referrals as the opportunity presents itself. I have often spoken to Doctors who would like to effectively ask for referrals, but don’t know how to do it without feeling like they are pestering their patients or even begging. What follows are four methods of asking for new patient referrals. Each one is progressively more assertive and as a result progressively more effective.

1. SIMPLY ASK - An old proverb teaches us – “Ask a little, get a little. Ask a lot, get a lot.” You must ask for new patient referrals. Make sure that you let your patients know that you appreciate their referrals. Many of them believe that the average MD does not want any new patients and might assume the same is true in your office. It is also important how you ask. If, when you ask, you perceive that you are begging (because your statistics are down and you desperately need more new patients), then it will feel to you like you are selling and you will be hesitant to ask often. However, if you ask from a position of offering a gift, knowing that your patients have friends and family who need your help, then you can ask with confidence.
2. BUSINESS CARD - Often when you ask a patient for a referral they will say that a family member or someone at work has indicated an interest, but that they haven’t decided to come in yet. When you get this kind of response, take out one of your business cards and write “Complimentary Consultation” on the back. Be sure to include an expiration date of no longer then one week from that day. Explain to the patient that the consultation will be at your expense and that you added the expiration date to discourage their friend or family member from procrastinating their health care.
3. PHONE CALL - On those occasions when the patient names a specific person such as a spouse or a friend, you need to be even more assertive. Ask the patient what time their spouse or friend gets home and if it would be alright for your front desk person to call him or her to schedule an appointment. You would be surprised how often the patient will encourage you to call. Frequently, the only reason the spouse or friend has not come in, is because they have not taken the time and energy to dial the phone.
4. MINE THE FILES - Many of your patients may be happy with your care, but they are not comfortable talking to other people about your office, or perhaps they don’t know how. I suggest that you make a list of the most satisfied patients in your practice, including what they do for a living and what organizations they belong to. The list will assist you and your staff to brainstorm additional direct referral opportunities. If, for instance, you have a teacher on your list, speak with her about a teacher appreciation week for the teachers at her school using a personalized testimonial letter from her. If one of your patients owns a sandwich restaurant, speak with her about putting business cards or brochures on the counter in her store. Maybe you have patients who manage or own larger businesses. These patients might be happy to have you give an ergonomic or safety talk to their employees. You might be able to do and intra office email program featuring a health tip each month. It is amazing how often your patients are willing to help if you just ask.

I recently went into a popular mattress store in a mall. I didn’t show much interest in buying a new mattress, but did ask a few questions of the salesman. While I was there I registered for a store contest. A few days later, I was surprised to receive a thank you card in the mail. Inside was a very nice note thanking me for coming in and encouraging me to give him a call if I decided to buy one of his mattresses. "Ask a little, get a little. Ask a lot, get a lot.” As a chiropractor, you have a great product that has changed the lives of your patients and can potentially change the lives of many other people. Don’t be afraid to tell them.