This is ReferralHero. Your partner in filling every dental chair, one referral at a time.
In this case study, we explore how Total Health Dental Care built a successful referral program that garnered over 170 new patient referrals since the launch of their campaign in October 2023, and how you can achieve similar results!
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Referral Program Overview
Total Health Dental Care (THDC) sought to expand their patient base while ensuring high-quality care and customer satisfaction. To achieve this, they partnered with ReferralHero to design and implement a comprehensive referral program aimed at encouraging existing patients to refer their friends and family. The program's primary goals were to increase new patient referrals, enhance patient loyalty, and expand THDC’s community presence through organic growth driven by word-of-mouth recommendations.
Referral Program Rewards
THDC’s referral program offers exceptional value to all participants involved. Advocates receive rewards for their support, while new patients enjoy a warm welcome with valuable dental care services at no cost. This approach incentivizes participation and fosters a positive relationship between THDC and its community.
Cash Bonus for Employees
To recognize the contributions of its employees, THDC offers a $50 cash bonus for each successful referral that results in a completed dental exam.
Fresh Breath Reward for Patient Advocates
Advocates receive a free bottle of Dr. H. & Co.’s Refresh Mouth Rinse the first time they refer a friend who completes their dental exam. This reward acknowledges their contribution and provides a useful dental care product.
Complimentary Dental Exam for Patient Referrals
New patients referred through the program enjoy a complimentary dental exam, including x-rays, at any of THDC’s 14 locations. This reward ensures that referrals are greeted with exceptional care and have the opportunity to experience THDC’s comprehensive dental services at no cost.
Referral Program Participant Flow
THDC has streamlined its referral program for a smooth experience for both advocates and new patients. Here’s a step-by-step overview of participant engagement:
Step 1: Advocate Signup
Signing up is simple via an online form on the designated landing page.
Step 2: Accessing the Share Widget
After signing up, advocates access a user-friendly share widget displaying their unique referral link, a copy button, and social sharing options for Twitter, WhatsApp, Facebook Messenger, email, SMS and LinkedIn. The widget also highlights potential rewards and allows advocates to track their referrals and rewards.
Step 3: Sharing the Referral Link
As an example, advocates can share their referral link using a pre-populated SMS message. This message can be personalized and shared with their network to encourage others to join THDC.
Step 4: Referred Patient Signup
When a referred patient clicks the referral link, they land on a dedicated page to fill in their basic information, including name, email, and phone number.
After signing up, they see a thank-you message prompting them to book an appointment for their free exam with x-rays.
Step 5: Tracking Progress and Rewards
Advocates can log in anytime to track their referral progress and rewards, allowing them to review their statistics and monitor what they’ve earned.
Step 6: Reward Issuance
After the referred patient completes their dental exam, THDC verifies the referral and issues the corresponding rewards. Advocates receive their Fresh Breath Reward, and new patients are provided with their Complimentary Dental Exam.
This structured flow ensures that the referral program operates efficiently and that rewards are distributed fairly, enhancing the overall experience for everyone involved.
Referral Program Launch and Promotion
THDC implemented a unique and highly effective launch strategy for their referral program.
"Two key aspects of running a successful referral program are sending out as many referral links as possible and targeting highly satisfied patients."
- Eddie Rose, Marketing Director @ Total Health Dental Care
Internal Launch
In October 2023, THDC first introduced the referral program to employees. Engaging staff ensured thorough testing and familiarity with program benefits. This internal launch quickly gained traction, with employees enthusiastically participating and providing valuable feedback. To motivate them further, THDC offered a $50 bonus for each referral leading to a completed dental exam. This fostered a culture of referrals among employees, creating an environment where everyone contributed to patient growth.
Official Customer Launch
Following the successful internal launch, THDC introduced the referral program to existing customers through an email blast that provided the referral link and highlighted program benefits. Employees played a crucial role in promoting the program, encouraging patients with positive experiences to share their unique referral links. This personal touch reinforced the program's value and strengthened connections between employees and patients. By leveraging relationships, employees generated new patient referrals while earning bonuses for their efforts.
This phased approach allowed for a smooth transition and ensured any initial issues were resolved. By first engaging their internal team and then effectively promoting the program to a broader customer base, THDC launched an initiative that resonated with existing customers and set the stage for sustained growth.
Website Ongoing Promotion
THDC actively promotes its referral program to maintain participation and engagement. A strategically placed "Refer a Friend" call-to-action (CTA) at the bottom of their homepage directs users to the advocate landing page, making it easy for visitors to learn about and join the program.
Dedicated Landing Pages
Utilizing two distinct landing pages—one for advocates and one for referrals—has proven effective. The advocate landing page allows existing patients to manage referrals and track rewards, while the referral landing page guides new patients through the signup and appointment scheduling process, ensuring clarity and efficiency.
- Advocate Landing Page
The advocate landing page is designed to be user-friendly and inviting, encouraging current patients to join the referral program easily. Key features include:
- Headline: "Refer a Friend & Share a Smile!"
- Benefits: Advocates can invite friends to Total Health and receive a complimentary dental exam with x-rays.
- Signup Form: A simple form requiring name, email, and phone number for easy participation.
- How It Works Section:
- Refer a Friend: Advocates receive a unique referral link.
- Friend Enjoys Complimentary Exam: Friends use the link to book a no-cost dental exam.
- Receive Your Reward: Both the advocate and the friend receive a free bottle of Refresh Mouth Rinse after the appointment.
- Referral Landing Page
The referral landing page is tailored to welcome new patients and guide them through the process of booking their complimentary exam. Key features include:
- Headline: "You’ve Been Referred!"
- Benefits: New patients receive a no-cost dental exam with x-rays, thanks to their friend's referral.
- Signup Form: A form for new patients to enter their name, email, and phone number.
- What Happens Next Section:
- Sign Up Above: New patients enter their information
- Schedule Your Appointment: Follow the link to book an appointment at any of THDC’s 14 locations.
- Come in for Your Free Exam: Receive a no-cost exam with x-rays and a free bottle of herbal mouth rinse.
These dedicated landing pages provide detailed information and tools for advocates and referrals, ensuring a streamlined experience for all participants.
Referral Program Tracking
Effective tracking is essential for the smooth operation of THDC's referral program.
"A key to success is having a dedicated team member managing the backend and tracking the ROI from these referrals."
- Eddie Rose, Marketing Director @ Total Health Dental Care
THDC inputs referrals into a spreadsheet and verifies them through their patient management software. They maintain a diligent process for confirming exam completion by monitoring who created a profile, scheduled an appointment, and attended the exam. Once this verification is complete, the information is updated in ReferralHero, ensuring accurate tracking of referrals and timely reward issuance. This structured approach enhances the program's success and transparency, reinforcing trust among participants.
Referral Program Results
The launch and ongoing promotion of THDC’s referral program have yielded impressive results. Since its inception, the program has attracted 258 subscribers, generating a total of 171 patient referrals. Out of these, 112 patients have completed their dental exams, taking advantage of the complimentary service. This conversion reflects a strong referral rate of 12.8%, underscoring the program's success in motivating advocates to refer and new patients to engage with THDC’s services.
CAC/LTV Comparison: Our customer acquisition cost (CAC) is lower than other channels and comparable to Google Ads, while the lifetime value (LTV) of referral customers is higher.
- Eddie Rose, Marketing Director @ Total Health Dental Care
Results after one month on Oct 29, 2023
- Number of subscribers: 52
- Number of referrals: 16
- Referral rate: 19.2% (10 subscribers have referred more than 1 person/total 52 subscribers)
- Referral growth: 44.4% (16 referred subscribers/(52-16)organic subscribers)
Results after three month on Dec 29, 2023
- Number of subscribers: 102
- Number of referrals: 47
- Referral rate: 19.6% (20 subscribers have referred more than 1 person)
- Referral growth: 85.5% (47 referred subscribers/(102-47)organic subscribers)
All time results as of Jul 24, 2024
- Number of subscribers: 258
- Number of referrals: 171
- Referral rate: 17.1% (44 subscribers have referred more than 1 person)
- Referral growth: 196.5% (171 referred subscribers/(258-171)organic subscribers)
THDC’s referral links have been shared over 300 times, boosting brand awareness for THDC and its valuable services..
We are pleased with the program’s outcome, as word-of-mouth is the most effective form of advertising and this program facilitates that.
- Eddie Rose, Marketing Director @ Total Health Dental Care
THDC’s referral program is a resounding success. By initially launching internally and extending it to existing customers, THDC ensured a smooth rollout and high engagement from the start. The combination of strategic implementation and valuable rewards has driven impressive results. With over 170 new patient referrals and a strong referral rate, the program has effectively fostered new patient growth and cultivated a robust sense of community among existing patients. THDC’s approach serves as a model for how a well-executed referral program can significantly enhance customer acquisition and loyalty.
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