How to encourage word-of-mouth referrals in healthcare

In healthcare, trust is everything. Patients want to feel they’re in skilled, compassionate hands—and one of the most powerful ways they find that confidence is through personal recommendations. Family, friends, and even other healthcare providers can all play a part in a patient’s choice.

But there’s a challenge: healthcare marketing has to follow AHPRA guidelines, which means relying on testimonials or any promises of outcomes isn’t an option. So how can you naturally encourage referrals while staying compliant?

Make the patient experience unforgettable

Word-of-mouth starts with the care you give. When patients leave your practice feeling genuinely cared for, they’re likely to mention it to a friend or family member. Simple touches like friendly greetings, being on time, and giving patients space to ask questions make a big difference and stay with them long after they leave. These are the kinds of moments they’ll share with others.

Build professional networks for referrals

Other healthcare professionals can also be valuable advocates for your practice. Strengthen ties within the health community by supporting mutual referrals, which helps patients access the right care and keeps your name top of mind for professionals in related fields. This kind of networking is essential to building a connected healthcare community.

Transparency and clarity

Transparency is a huge trust-builder. Be clear and upfront about your services, fees, and qualifications so patients feel fully informed. This kind of straightforward communication helps patients feel comfortable and secure in their choice, which they’re more likely to share with others.

Some tangible steps you can take

While testimonials aren’t allowed, the way your practice presents itself can still encourage referrals in powerful ways. Here are some touchpoints that help build a memorable, referral-friendly experience:

Inviting signage: Professional, easy-to-read signage creates a warm first impression and helps patients feel welcome from the start.

Friendly email communication: Keep patients informed and connected with simple, friendly emails. Appointment reminders and occasional wellness tips show you care beyond the appointment.

Informative patient handouts: Clear, accessible information on aftercare or services reassures patients and empowers them with knowledge.

Easy patient forms: Make forms straightforward and simple to use.

Comfortable practice décor: Thoughtful, warm décor—from seating to soft lighting—makes patients feel valued and at ease.

Consistent branding: A cohesive look across your website, business cards, and materials builds familiarity and reinforces trust.

Patient-friendly website: An easy-to-navigate website that offers helpful resources and a friendly tone sets a welcoming stage even before patients walk through the door.

Each of these details helps build a professional yet personal experience that patients remember and want to talk about. 

Ultimately, a great patient experience speaks louder than any ad—and when done right, patients and other health professionals will naturally become advocates for your practice. That’s the true power of word-of-mouth.