Dos and don'ts for internal marketing: Ask patients for testimonials

Your most enthusiastic patients may tell everyone they know what a great dentist you are, but there's a limit to how many people will get this message directly from the source. By collecting written testimonials from happy patients, you'll be able to spread the good word indirectly. Include the best testimonials in printed materials such as your practice brochure and on your website.

Train your staff to ask. Use scripting to train team members to request brief written testimonials from patients who indicate they are pleased with the practice and the service they have received. You can also solicit testimonials online, through email and social media.

Don't forget to ask permission to use the testimonials. Whenever asking for testimonials, make it clear that you may share them with others and that, by providing written endorsements, patients are thereby giving permission for you to use them to promote the practice.

Roger P. Levin, DDS, is the chairman and CEO of practice management consulting firm Levin Group. You can connect with Levin Group on Facebook and Twitter (@Levin_Group) to learn more strategies and share ideas. Also, check out Dr. Levin's free practice management videos at www.levingroup.com/gp.

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