How to Cultivate GP Relationships for Stable Practice Growth

With a single referring dentist capable of generating significant annual revenue, establishing consistent, long-term partnerships is key to maintaining a steady patient stream.

By Roger P. Levin, DDS

Periodically, I review what makes orthodontic practices highly successful. While there are different business models, many offices rely on a single marketing channel to bring in the majority of their patients. For some, it is simply the practice’s reputation. For others, it is social media. And for still others, it is referring doctors. For these “one-channel practices,” the critical question is whether they can continue to grow using only their current methodology, or if they need to diversify. Over the last 30 years, Levin Group has observed many orthodontists trying to reduce their dependence on referring doctors. Unfortunately, this is often a major mistake. For example, we have worked with several new clients in the last six months who experienced a sharp decline in referrals from social media. While it is easy to write a check to a social media marketing agency, relying solely on that channel is risky if performance dips. Additionally, as orthodontists age, they often lose touch with the younger families and community activities that naturally drive direct-to-consumer interest. This makes professional referrals more critical than ever.

Referrals from general practitioners (GPs) remain the most dependable and stable source of new patients for almost every orthodontic practice. Including referring doctors as a core pillar of your growth strategy is essential. Consider the math: one good referring practice can generate $100,000 to $200,000 in revenue per year. It doesn’t take many top-tier referrers to significantly increase your practice’s revenue and your personal income. The key to securing more referring doctors is relationship building—an eternal truth in orthodontics. However, while the need for relationships remains constant, the strategies used to build them must evolve to stay highly relevant. Building these connections is not an overnight process; it typically takes five to six months of consistent marketing before you see results. But once that momentum builds and the right strategies are applied, the ongoing stream of referrals will steadily grow.

Build an Annual Marketing Calendar

A successful referral marketing program relies on a structured annual marketing calendar. Too many practices design great referral marketing plans that never actually get implemented. A true marketing calendar is not just a list of ideas; it is a structured, year-round schedule designed to consistently engage referring doctors and their teams. Putting these strategies into a calendar format establishes clear accountability. Your Professional Relations Coordinator (PRC) will know exactly what needs to happen and when, allowing them to adjust the pace of outreach as needed. When you apply structured science to referral marketing, your referrals will increase. In fact, we routinely see practices increase their referrals by 30%, 40%, or even 50% in a relatively short period of time.

As you build your annual calendar, aim to incorporate at least 8 to 10 distinct strategies focused on referring doctors. These initiatives can be managed and executed by your Professional Relations Coordinator. In referral marketing, the quantity and consistency of your strategies are just as important as their quality.

While orthodontic practices have multiple marketing channels to choose from—including direct-to-consumer outreach, social media, and local community events—it is a major mistake to neglect referring doctors. A single general dentist who is impressed by your practice can become an invaluable, long-term partner. When you consistently execute the right volume of targeted marketing strategies aimed at referring doctors and their teams, your referrals will grow. Too many orthodontic practices operate with far too few strategies focused on this essential channel. By establishing a structured, active plan, you can secure the missing link to your practice’s long-term success. OP

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