The Senate’s health care reform bill contains an unexpected blow for dentistry: a proposed 5% national tax on all cosmetic procedures and surgeries. It’s not clear exactly what would be covered, but it would likely follow New Jersey’s model.

In New Jersey, cosmetic procedures are subject to a 6% tax. (In effect since 2005, it’s the only state with such a tax.) It defines “cosmetic medical procedures” as those that are performed to improve appearance without providing significant health benefit.

The state’s Treasury website provides a specific example:

“For example, charges for teeth whitening will be taxable, while charges for breast reconstruction or for vision correction by laser treatment will not be subject to the gross receipts tax.”

If you're asking your patients for referrals, offering them something in return isn't just a friendly gesture – it can be a great investment.

Here's what Clinton had to say:

We’re trying a new approach – we ordered nice coffee mugs as a promotional item. We are sending a hand written thank you note along with a business card and magnet to new patients. The note asks specifically for what we want – first thank patients for coming to our office, then telling them we love referrals, and requesting that they give the cards to family, friends, co-workers, etc.

So far, several patients have called back, surprised, and thanked us for the gift. They have been happy, and now that they “know” what we are asking for, hopefully, we will get additional responses of new patients. We’ll see if Jim’s idea of asking for what we want works.

Any suggestions on how to improve on this or what to do better?

Joe responded:

Clinton, a hand-written card is powerful, especially in this digital age. Your pre-gifting idea is excellent. New patients, still basking in the honeymoon glow, are more inclined to recommend us.

I used a similar idea with a few local MDs. I gave a couple of nice books for their reception rooms (with our logo inside the front cover).

As a referral reward, we’ve been sending an edible arrangement of fruit to their place of work (chocolate-dipped strawberries). The idea was to create a buzz.

We’re currently switching over to Jim’s idea of sending a gift certificate for selected local merchants. We’re trying $35 – the same cost as sending the fruit.

What else have you tried? What's worked and what hasn't?