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BLOG: Are you spending too much or too little on marketing? Part 6
It should go without saying that a practice of any marketing sophistication at all already has a formal protocol for thanking referral sources through calls, cards, letters and small gifts, the cost of which is trivial on a cost-per-lead basis when compared with paid advertising.(Indeed, if patient-to-patient referral is not stimulated side-by-side with a media advertising program, the practice is likely going to tread water or drown, because costly advertised leads often only break even … it’s the derivative no-cost alumni referrals that start being profitable.)