1964 How Dr. Sparks ‘sparks’ referrals

Editor’s note: In 1964, long before the Internet and e-mail, written communication with patients was done the old-fashioned way — through the mail. The author of this article used a customized form letter to stimulate referrals from patients.

Dr. Francis H. Sparks of Garden Grove, Calif., outlined a very successful idea which we feel should be brought to your attention. We believe you too will see how this idea will develop patient interest and stimulate referrals, since the essence of any “reminder program” is to get the patient’s attention first and then move him or her to a favorable action.

In addition to using a standard thank-you letter which expresses appreciation to a present patient for referring another patient to the doctor’s office, Dr. Sparks has developed a plan to cover his entire mailing list.

He has his receptionist prepare individual, personally addressed letters, which are released in batches of 50 to 200 each month.

The exact wording of the letter is as follows and Dr. Sparks points out that if you use it, it should be copied word for word, since it is the result of a great deal of thought and effort, and every word has a necessary place in the total idea being presented.

Dear Mrs. Jones:

In checking our records, we find that you have recently referred a patient to this office for treatment. Usually, we send a short “thank you” note to express our appreciation. Our records indicate such a note was not sent to you at the time. Please accept my apology for not having expressed our thanks before this.

Your action reminds me of the Good Samaritan who found a sick person by the side of the road and brought him to the innkeeper for help. As the innkeeper, my job is to help the sick person get well. However, in the Bible story, the Good Samaritan is the one who receives the high praise. Wouldn’t it be wonderful if there were more Good Samaritans in the world these days, extending a helping hand, as you have done?

As a small token of appreciation, I have a gift for you. Through a friend of mine, I have obtained an object that is something of a collector’s item from West Germany. I am sure you will enjoy having it in your home. It is too valuable to risk sending through the mail, so if you will just drop by the office real soon, my assistant will have it for you.

Most sincerely yours,

In explaining how this letter produces results, Dr. Sparks says, “This works on the assumption that every patient at some time or other has talked to a friend about chiropractic or about you as their doctor. The patient assumes that the ‘thank you’ letter is in appreciation of such previous comments on their part and therefore justified, even though the friend’s name is not mentioned.

“From West Germany, through a local company, I have obtained a set of four-colored etching prints of outdoor scenes, printed on gold foil, about 6 x 8 inches mounted, ready for framing. My cost is $1 a print.” When the patient comes in, show her all four scenes, give her No. 1 of the set and create the desire for more referrals so she can have the full set to frame and place in her living room or den.

“At the same time, inquire into her present state of health, show concern, run a quick instrument recheck of her former problem, and reactivate her under a treatment program, if indicated. In this manner, the cost of the entire set of four prints is covered on the one office visit — and she is again an active patient.

“When the referred patient comes in, show her the set of etchings and create the desire to have a set for her own home. This starts the referral concept quickly in the new patient and she becomes a booster for the office, especially if you have made her feel better, too. At the cost of about $1, you have obtained a new patient.”

— F.H. Sparks, DC
March-April 1964