Dr. Anthony Rassouli, a general dentist from Huntington Beach, Calif., found it increasingly difficult to make referrals to dental specialists. His patients were moving all over California and even out of state. When he received a call, for example, on a Friday from a patient who seemed to need an immediate root canal but was travelling, Dr. Rassouli was at a loss to refer the patient to an endodontist whose office was open that day.

Unlike a general dentist, whose Web site is devoted exclusively to the needs of patients, a dental specialist needs to take into account the referring dentists or physicians who might visit. Thus, you really need a section devoted exclusively to other health care professionals.

If you are one of the many dental specialists who depends on referrals from other dentists and physicians, this question applies to you. Just because you receive an occasional dental patient referral does not mean you have a solid relationship with the referring dentist or physician.

We are often asked why marketing for a dental specialist is different from the marketing activities of a general dentist. The key difference is the way patients determine which endodontist, oral surgeon or other dental specialist to choose.

Dr. Jason Lipscomb, a Virginia general dentist, has become one of the leading authorities on the use of social media by dentists. Social media refers to Facebook, Twitter and other Web-based applications that often employ user-generated content to attract the attention of consumers—in this case dental patients.

According to Debbie Bittke, a well-respected expert on dental hygiene, many dental specialists may be missing a $100,000 per year opportunity. She contends that too few dental specialists are effectively using dental hygienists in their practices and thus are billing too soon.

When a dental patient calls your office, how long does it take for your staff to answer the telephone? Does the patient have to navigate through a complicated telephone system to speak to a human being? How does your staff sound on the telephone? Are they friendly and helpful? When a patient visits your office, is the patient’s experience pleasant or distasteful?

Having dental patients come to you for treatment and consultation, only for them to decline care and not return, is costly and frustrating. It’s a drain on your resources, and it doesn’t benefit the patient. But the good news is that there’s a great deal you can do about it.

Talking to Bill Mitchell, owner of Dentist Identity, it’s difficult to keep puns from popping into your mind. Such opening lines as “When it comes to marketing, Bill Mitchell is a good sport” or “Bill Mitchell is a marketing expert who knows the score” are inevitable. Why? Maybe it’s because many years ago, Mitchell got his start in marketing by selling electronic displays for universities and sports teams. In fact, one of Mitchell’s earliest Web sites was designed for irrepressible college football coach Lou Holtz. But more likely, it’s because Mitchell presents himself as a likable, affable fellow who really enjoys what he does best: marketing.

The key to getting more referrals from other dentists and physicians is to be more memorable. If they don’t remember you, they are not going to make referrals to your dental practice.