Earning and keeping referrals from general dentists

General dentists refer to the specialist who makes them look good to their patients. That comes down to three things: the patient is seen quickly and treated well, the referring dentist hears back, and the patient comes home to their general dentist afterward. Everything else is secondary.

Make referring easy

• A simple referral form, online and on paper, that asks only what you need.
• A direct line for referring offices that a real person answers, so their front desk isn’t stuck in your phone menu.
• Fast scheduling of referred patients, and a call back to the patient if they haven’t booked.
• Secure transfer of records. HIPAA permits sharing information between providers for treatment, but it still has to travel securely. Use a secure portal or encrypted method, not ordinary email or text.

Close the loop every time

Send a thank-you and a report back promptly after the consultation and after treatment: what you found, what you did, and what the patient needs from their general dentist next. Referring dentists remember the specialists who keep them informed, and notice the ones who don’t. Then send the patient back for their ongoing care, and say so to the patient.

Build relationships the right way

• Visit offices in person, including the front desk and hygienists, who often decide where a patient is sent.
• Lunch-and-learns and study clubs with genuine educational content: when to refer, how a procedure works, how to talk to patients about it. Check whether your state requires approval to offer continuing education credit.
• Track your referral sources monthly, so you notice when an office goes quiet and can ask why.

Never pay for referrals

This is where specialists get into trouble. Many states prohibit fee-splitting and paying, or giving anything of value, in exchange for patient referrals, usually through the dental practice act or board rules. When a patient is covered by Medicaid, CHIP or another government program, the federal Anti-Kickback Statute can also apply, and it is strict.

Treat anything of value given to a referring office as a question for a healthcare attorney: gift cards, expensive gifts, tickets, free services for their staff, marketing paid on their behalf, or payments per referral. A modest meal served during a genuine educational event is common, but whether and how it is allowed depends on your state and your patient mix. Get advice for your situation before you start a program, and read the compliance guides. This is not legal advice.