Many endodontists are haphazard about marketing: squeezing it in when they have time and letting it lapse when they feel busy. A haphazard approach creates haphazard results. Developing strong referral relationships takes consistent attention and effort every week, which is why you need a marketing coordinator.
The marketing coordinator is responsible for representing your practice to your referring doctors and their teams. A marketing coordinator must be outgoing, friendly and joyful, and easily interacts and connects with others in a personal and empathetic way. They must present themselves well and have great communication skills when they visit your referring offices.
For a typical one-endodontist practice, the marketing coordinator will be an existing team member who is allocated the equivalent of a half a day per week to be out of the office visiting referrers. On these visits, they will drop off little referral gifts and surprises that create delight in referring offices and continually move your practice into the top-of-mind position.
Marketing coordinators must be very organized to plan marketing activities, strategically select target referrers to visit each week, and order/prepare marketing gifts, lunches in referring offices, etc. The whole focus on the marketing coordinator is to consistently implement marketing activities that create visibility and value for the GP-to-Endodontist relationship.