Patient referral process template
A practical process for encouraging and recording word-of-mouth recommendations in a UK dental practice, with wording, what to record, and a cautious view on rewards.
Word of mouth is the source of new patients most practices value and fewest organise. Usually nobody asks, nobody records it, and nobody knows whether it is growing. This template turns it into a routine with owners.
The process
| Step | What happens | Owner |
|---|---|---|
| Ask at the right moment | When a patient says they are pleased, at the end of a course of treatment or a good review appointment. Never mid-treatment or while discussing costs. | Clinician or reception |
| Make it easy | Hand over a practice card or leaflet with the phone number and website. Nothing to fill in. | Reception |
| Ask every new patient how they heard | One question at booking. If they name a person, record that a patient recommended the practice. | Reception |
| Thank the referrer | A short, personal thank-you, without saying whether the new patient booked or attended. | Practice manager |
| Review monthly | Count new patients who came by recommendation, and how many started treatment. | Practice manager |
Wording
Keep it light. The patient should never feel they owe the practice anything.
- "I am really glad that went well. If friends or family ever ask about a dentist, I would be happy to see them at [Practice]. Here is a card with the details."
- At booking: "Can I ask how you heard about [Practice]?"
- Thank-you note: "Thank you for recommending [Practice]. It means a great deal to me. [Name]"
What to record
Record the source on the new patient's own record (for example "recommended by an existing patient") and, only if they offer it, the referrer's name. Personal data should be limited to what is necessary for the purpose [5], so do not build a separate list of who knows whom.
Confidentiality applies in both directions. Patient information is used only for the purpose for which it was given [2], so the thank-you never tells the referrer that their friend booked, attended or had treatment. Thank people for recommending the practice, not for a patient.
Rewards for referrals
Rewarding patients for referrals needs care. The GDC standards require patients' interests to come before any financial gain [1], and if any incentive is advertised, the CAP Code's promotional marketing rules apply, including stating all significant conditions [3].
My own view, not a rule: do not offer cash, vouchers or treatment discounts for referrals. A reward tied to treatment value invites recommendations for the wrong reasons and can look like an inducement to have treatment. A sincere thank-you does the job. Before running any referral reward, check with your indemnity provider.
Asking by text or email
A text or email asking patients to recommend the practice is likely to count as direct marketing. Under UK law, electronic marketing needs the recipient's prior consent unless the narrow "soft opt-in" conditions are met, and under the soft opt-in each message must give a simple way to refuse further marketing [4]. Check your consent records before sending anything, and keep spoken requests as the main method.
Recommendations work best as one source within a wider plan; see the capacity-led growth plan.
Sources
- General Dental Council, Standards for the Dental Team, Principle 1: Put patients' interests first. Accessed 1 November 2026.
- General Dental Council, Standards for the Dental Team, Principle 4: Maintain and protect patients' information. Accessed 1 November 2026.
- Committee of Advertising Practice, CAP Code, Section 08: Promotional marketing. Accessed 1 November 2026.
- legislation.gov.uk, The Privacy and Electronic Communications (EC Directive) Regulations 2003, regulation 22. Accessed 1 November 2026.
- legislation.gov.uk, UK GDPR, Article 5: Principles relating to processing of personal data. Accessed 1 November 2026.