You've hosted 47 lunch-and-learns. You've presented the same CE course 12 times. The GPs eat your sandwiches, collect their CE credits, and continue referring to your competitor down the street.
Sound familiar? You're not alone. The lunch-and-learn format that built specialist referral networks for decades has become so oversaturated that it's now table stakes—something every specialist does, which means it no longer differentiates you from anyone.
The specialists who are building the strongest referral networks in 2026 aren't doing it with better sandwiches or flashier slide decks. They're doing it by creating genuine, memorable experiences that build real relationships—the kind of relationships where a GP thinks of you first, not because of your clinical skills (every specialist is competent), but because they genuinely like you and trust you with their patients.
Here are 12 event formats that go beyond the lunch-and-learn, organized by purpose, with budget ranges, logistics playbooks, and ROI measurement frameworks for each.
Why Lunch-and-Learns Stopped Working
Let's be clear: lunch-and-learns haven't stopped working entirely. They still serve a purpose for initial introductions and clinical education. But as a primary referral-building strategy, they've hit diminishing returns for three reasons.
Reason #1: Oversaturation
In most metro areas, a general dentist receives 2–4 lunch-and-learn invitations per week. Oral surgeons, periodontists, orthodontists, endodontists—everyone is fighting for the same lunchtime slot. When every specialist is doing the same thing, the format itself becomes invisible.
Reason #2: The Transactional Dynamic
Lunch-and-learns create an inherently transactional dynamic. The specialist provides food and education; the GP provides their time. When the transaction is complete, both parties go back to their routines. There's no emotional bond, no shared experience, no memorable moment that anchors the relationship.
Compare this to a shared experience—watching a game together, volunteering at a free clinic, or solving a complex case collaboratively. Those experiences create emotional associations that no amount of catered lunch can replicate.
Reason #3: The One-Way Information Flow
Traditional lunch-and-learns position the specialist as the expert lecturing to an audience. This creates a hierarchical dynamic that actually undermines relationship building. The best relationships are built on mutual respect and collaborative exchange, not one-sided presentations.
The most effective referral-building events flip this dynamic entirely. They create contexts where specialist and GP interact as peers—where both parties contribute value and both parties learn something.
Don't abandon lunch-and-learns entirely. They still serve an important function for introducing yourself to new practices and providing clinical updates. But they should be one tool in a diverse toolkit, not your entire referral-building strategy.
The Relationship-First Framework
Before diving into specific event formats, let's establish a framework for thinking about referral-building events. Every event you host should serve one of three purposes, and each purpose builds a different layer of the referral relationship.
The Three Layers of Referral Relationships
| Layer | Purpose | Relationship Effect | Event Types |
|---|---|---|---|
| Social | Build personal connections | "I like this person" | Dinners, activities, celebrations |
| Clinical | Demonstrate expertise and collaboration | "I trust this clinician" | Case reviews, observations, huddles |
| Community | Shared values and purpose | "We're on the same team" | Charity events, screenings, mentorship |
The strongest referral relationships have all three layers. A GP who likes you personally, trusts your clinical skills, AND shares your community values will refer to you exclusively—and will actively defend that referral relationship against competitors.
The Event Calendar Framework
Aim to host or participate in events across all three layers throughout the year:
- Quarterly: 1 social event (build personal connections)
- Monthly: 1 clinical collaboration event (demonstrate expertise)
- Twice yearly: 1 community impact event (shared purpose)
This cadence ensures you're consistently present in your referral network's consciousness without overwhelming them with invitations.
The 80/20 rule of referral events. 80% of your referrals will come from 20% of your referring GPs. Identify your top 10–15 referral sources and ensure they're personally invited to every event. For the broader network, rotate invitations to keep your events feeling exclusive rather than generic.
Social Events (4 Formats)
Social events are the foundation of referral relationship building. They create the personal connections that make a GP think of you as a friend, not just a colleague. When a GP genuinely likes you, they'll refer to you even when a competitor has slightly better clinical outcomes data—because trust in the person trumps trust in the data.
Event #1: Case & Wine Dinner
This format blends clinical relevance with social warmth. You present 2–3 interesting cases over a multi-course dinner at a quality restaurant, but the presentation is informal, conversational, and designed to spark discussion rather than lecture.
Format:
- Venue: Private dining room at an upscale (not stuffy) restaurant
- Guest count: 8–12 GPs (intimate enough for real conversation)
- Duration: 2.5–3 hours (cocktails at 6:30, dinner at 7, cases over dessert)
- Presentation: 3 interesting cases on a tablet passed around the table—no podium, no slides, no projector
- Wine: Pre-selected by you with brief tasting notes (shows personality and thoughtfulness)
Why it works: The intimate setting forces real conversation. The wine creates a relaxed atmosphere. The cases give everyone something professional to discuss so it doesn't feel like "just a dinner." And the small group size ensures every GP gets genuine face time with you.
Budget: $1,500–$3,000 per event (dinner for 10–14 people including your team, wine, private room fee)
Pro tip: Invite a mix of your top referrers and new GPs you want to develop. Your top referrers will naturally sell you to the new GPs through their own stories and endorsements—which is far more powerful than anything you could say yourself.
Event #2: Spouse/Partner Inclusion Events
Most referral-building events exclude spouses and partners, which means the relationship exists only in a professional context. When you include families, the relationship deepens dramatically. A GP whose spouse enjoyed a wonderful evening at your event will hear about you at the dinner table—and that domestic reinforcement is incredibly powerful.
Format options:
- Couples cooking class: Book a private cooking class for 6–8 couples. Everyone cooks together, eats together, and bonds over shared (often hilarious) culinary failures
- Wine tasting evening: Private tasting at a local winery or wine bar with structured tasting and food pairings
- Summer BBQ: Host at your home (if comfortable) or a rented outdoor venue. Kids welcome. Casual, relaxed, memorable
Budget: $1,000–$4,000 depending on format and guest count
Why it works: When a GP's spouse says "We should have the Patels over for dinner"—you've transcended a professional referral relationship into a personal one. That's the moat that no competitor can cross.
Event #3: GP Appreciation Dinner
Once a year, host a formal appreciation dinner for your top 15–20 referral sources. This isn't a clinical event—it's a genuine thank-you. The format should feel like an award ceremony, not a sales pitch.
Format:
- Venue: High-quality restaurant or event space
- Guest count: 15–25 (your top referrers plus their +1s)
- Program: Brief welcome toast, dinner, personalized thank-you to each GP (mention a specific case or collaboration), no clinical content whatsoever
- Gift: Something thoughtful and personal, not branded merchandise. A quality bottle of wine, a gift card to a restaurant they'd enjoy, or a donation to a charity in their name
Budget: $3,000–$6,000 per event
Why it works: Gratitude is the most underrated referral-building tool. When a GP feels genuinely appreciated—not as a revenue source, but as a professional partner—their loyalty deepens. The personalized thank-you (mentioning a specific case you collaborated on) shows that you see them as individuals, not referral units.
Event #4: Activity-Based Outings
Get out of the dental context entirely. Shared physical activities create bonding experiences that no amount of professional networking can replicate.
Format options:
- Golf outing: Classic for a reason. A scramble format keeps it fun for all skill levels. 12–16 people, team assignments mix your top referrers with newer GPs
- Sporting event: Suite or group tickets to a local professional or college game. Low-pressure socializing with built-in entertainment
- Outdoor adventure: Group fishing trip, hiking outing, or kayaking adventure. Physical shared experiences create strong memories
- Competitive fun: Bowling tournament, go-kart racing, or escape room challenge. The competitive element creates natural bonding and inside jokes
Budget: $1,000–$5,000 depending on activity and group size
Why it works: People bond over shared experiences, especially novel or mildly challenging ones. The GP who spent an afternoon on a boat with you will remember that experience for years. The GP who attended your lunch-and-learn will forget it by Thursday.
Know your audience. Not every GP golfs. Not every GP drinks wine. Pay attention to what your referral sources enjoy and tailor your event selections accordingly. A periodontist in Austin might host a live music evening. An oral surgeon in Denver might organize a group ski day. Authenticity matters more than format.
Clinical Collaboration Events (4 Formats)
While social events build personal connections, clinical collaboration events build professional trust. These events demonstrate your expertise, showcase your technology, and—most importantly—position you as a collaborative partner rather than a downstream referral recipient.
Event #5: Live Case Observation Days
Invite 2–3 GPs to observe a live procedure in your office. This is the most powerful clinical relationship-building format because it gives GPs a firsthand look at your skills, your team, your technology, and your patient care philosophy.
Format:
- Case selection: Choose a procedure that's directly relevant to what GPs refer for—an implant placement, a surgical extraction, a grafting procedure
- Patient consent: Essential. Select patients who are comfortable with observers and who represent your typical excellent outcomes
- Pre-procedure briefing: 15 minutes reviewing the case, your treatment plan rationale, and what to watch for
- During procedure: Narrate what you're doing and why, just as you would for a resident. Answer questions in real-time
- Post-procedure debrief: Coffee and discussion of the case, alternative approaches, and when GPs should refer similar cases
Budget: $200–$500 (coffee, lunch, printed materials)
Frequency: Monthly or bi-monthly, 2–3 GPs per session
Why it works: Seeing is believing. A GP who watches you place an implant with confidence and precision will refer implant cases to you with absolute conviction. They've seen your hands. They've met your team. They've watched you handle the unexpected. No slide deck can replicate that level of trust-building.
Event #6: Joint Treatment Planning Huddles
This format positions you as a collaborative partner rather than a downstream recipient of referrals. You and 3–5 GPs meet monthly to discuss complex cases together—their cases, not yours.
Format:
- Duration: 60–90 minutes (early morning or lunch)
- Structure: Each GP brings 1–2 cases they're unsure about. You facilitate discussion, offer your specialist perspective, and help them decide whether to treat in-house or refer
- Key principle: Sometimes the right answer is "You can handle this yourself." This advice builds enormous trust because it shows you're not just trying to generate referrals
- Documentation: Send a follow-up email summarizing the cases discussed and your recommendations
Budget: $100–$300 per session (breakfast or lunch for 4–6 people)
Frequency: Monthly, same group (builds continuity)
Why it works: When you tell a GP "You can totally handle this one in-house—here's what to watch for," you build more referral trust than a dozen cases where you say "Send them my way." The GP learns that you have their best interest (and their patients' best interest) in mind, not just your production numbers.
Event #7: Technology Showcases
When you invest in new technology—a CBCT scanner, a guided surgery system, a 3D printer, a digital workflow—use the acquisition as a relationship-building opportunity.
Format:
- Open house style: Invite 10–20 GPs over 2–3 hours to see the new technology in action
- Hands-on demonstration: Let GPs interact with the technology. Scan a typodont on the CBCT. Print a surgical guide on the 3D printer. Let them see what you see
- Clinical application focus: Don't just show the technology—show how it improves outcomes for the cases GPs refer to you. "When you send me a patient for implant evaluation, here's exactly what I see on the CBCT and how it changes my planning"
- Catering: Substantial appetizers and drinks (this is a celebration of your investment in better care)
Budget: $500–$2,000 (catering, printed materials, vendor co-sponsorship possible)
Frequency: As needed (when you acquire new technology)
Pro tip: Ask your technology vendor to co-sponsor or participate. They often have polished presentation materials and may send a clinical trainer to help demonstrate. This adds credibility and reduces your prep work.
Event #8: Interdisciplinary Study Groups
Form a standing study group with 4–6 GPs and potentially other specialists. Meet quarterly to discuss clinical topics, review literature, and share challenging cases. This format creates a professional community that generates referrals organically.
Format:
- Structure: Rotating presenter model. Each meeting, one member presents on a topic of their choice. Others bring cases or questions related to the topic
- Duration: 2 hours (dinner + discussion)
- Location: Rotate between member offices, or meet at a consistent restaurant
- CE credit: Structure the program to qualify for CE credit (increases perceived value and attendance consistency)
Budget: $200–$500 per session (dinner for 5–8 people when it's your turn to host)
Frequency: Quarterly (consistency is more important than frequency)
Why it works: Study groups create a sense of professional community and mutual investment. The GPs in your study group don't just refer to you—they advocate for you. They become your unofficial sales team, recommending you to their colleagues because they've seen your clinical thinking up close over months or years.
Track which events drive referrals. Dentplicity's referral tracking helps you see which GPs are referring, how referral volume changes after events, and which relationship investments deliver the highest ROI. Start with a free practice analysis to see your current referral landscape.
Community Impact Events (4 Formats)
Community impact events build the deepest layer of referral relationships: shared values. When you and a GP work side by side to serve your community, you create a bond that transcends professional networking. You become partners in something meaningful, and that partnership naturally extends to clinical collaboration.
Event #9: Joint Free Screening Days
Partner with 2–3 referring GPs to offer a free community dental screening day. This format creates media-worthy community impact while giving you and your referral partners hours of working together in a low-pressure environment.
Format:
- Venue: Community center, church, school gymnasium, or one of the participating offices
- Services: Basic screenings, oral hygiene education, referrals for needed treatment (to participating practices)
- Staffing: Each participating practice contributes 1 dentist + 1 assistant
- Marketing: Joint press release, social media promotion, local media outreach
- Follow-up: Patients who need treatment receive referral letters to participating practices
Budget: $500–$1,500 per practice (supplies, venue, marketing materials, shared evenly)
Frequency: Twice yearly (spring and fall)
Why it works: Working together for a shared purpose creates emotional bonds that professional networking can't match. The GP who spent a Saturday morning with you screening kids from underserved families will remember that experience—and will associate you with shared values, not just clinical competence. Plus, the local media coverage benefits everyone involved.
Event #10: Charity Care Days
Dedicate one day per quarter to providing free specialist care for patients who can't afford it, with referrals coming from your GP network.
Format:
- Case selection: Ask your top referring GPs to identify 3–5 patients each who need specialist care but can't afford it
- Scope: Define clear parameters (e.g., extractions, basic perio treatment, emergency endo) to manage expectations and capacity
- Documentation: Photograph the day (with consent), share stories on social media and with local media
- GP involvement: Invite referring GPs to observe or assist, making it a collaborative effort
Budget: Donated clinical time + $500–$1,000 in supplies
Frequency: Quarterly
Why it works: When you ask a GP to identify patients who need help, you're giving them the gift of solving a problem they've been carrying. Every GP has patients they worry about—people who need care but can't access it. When you offer to solve that problem, you become more than a referral option. You become a partner in the GP's mission to care for their community.
Event #11: Health Fair Partnerships
Partner with referring GPs to create a presence at community health fairs, school wellness events, and corporate health days. Sharing a booth or table eliminates the awkwardness of staffing these events solo and creates natural collaboration opportunities.
Format:
- Joint booth: "Your Complete Dental Health Team" featuring GP + specialist together
- Interactive elements: Oral cancer screenings (if you're an OMS), orthodontic assessments (if you're an orthodontist), gum health checks (if you're a periodontist)
- Materials: Joint brochures showing the GP-specialist referral relationship ("When you need specialized care, Dr. Smith and Dr. Patel work together for your best outcome")
- Lead capture: Joint sign-up sheet for both practices (each lead goes to both the GP and specialist)
Budget: $300–$800 per event (shared between participating practices)
Frequency: 4–6 times per year (coordinate with community event calendars)
Why it works: Standing side by side at a health fair creates a visible partnership that patients notice. When a family sees their GP and a specialist working together as a team, it reinforces the referral relationship in the patient's mind. And the GP sees you investing time in the same community events they care about.
Event #12: New Dentist Welcome Program
When a new GP opens a practice or joins a group in your area, be the first specialist to welcome them. Most specialists wait for new GPs to seek them out. Be proactive instead.
Format:
- Welcome visit: Show up with coffee and a genuine "Welcome to the neighborhood" attitude. No sales pitch. Just introduce yourself, offer to be a resource, and leave your card
- New dentist dinner: Once or twice a year, host a small dinner for dentists who've opened or joined practices in the past 6 months. 4–6 new GPs, informal, welcoming
- Mentorship offer: For new graduates especially, offer to be available for clinical questions. "Call me anytime you have a case you're unsure about" is the most powerful referral-building sentence in specialist marketing
- Referral packet: Professional (not salesy) information about your practice, your capabilities, how to refer, and what GPs can tell patients to expect
Budget: $50–$200 per welcome visit; $800–$1,500 for new dentist dinner
Frequency: Ongoing (monitor new practice openings in your area)
Why it works: New dentists are building their referral networks from scratch. The specialist who shows up first, offers genuine help without strings attached, and makes the new GP feel welcome has a massive first-mover advantage. Most new GPs will give their initial referrals to the specialist who was kindest to them when they were new—and those referral habits tend to stick for years.
The "First Impressions" advantage. Monitor your state dental board's new licensee announcements and local dental society new member lists. When a new GP appears, be the first specialist to reach out. In most markets, you'll have 2–4 weeks before any other specialist makes contact. That window is your opportunity to establish a relationship before anyone else even tries.
Event Logistics Playbook
Great ideas fail without great execution. Here's a step-by-step logistics playbook for planning and executing referral-building events that feel professional, personal, and worth attending.
The 6-Week Event Timeline
- Week 1 (6 weeks out): Select event format, date, and venue. Create guest list (aim for 30% more invitees than your target attendance—not everyone will come)
- Week 2 (5 weeks out): Send personalized invitations. Email is fine for the initial invite, but follow up with a phone call or text to your most important targets
- Week 3 (4 weeks out): Send reminder with venue details and any preparation needed. Begin finalizing catering, AV, and materials
- Week 4 (3 weeks out): Confirm headcount. Adjust catering orders. Prepare presentation materials or activity logistics
- Week 5 (2 weeks out): Final reminder. Confirm venue, catering, and any special requirements. Prepare name tags and any printed materials
- Week 6 (event week): Day-before confirmation text to all attendees. Day-of arrival 1 hour early for setup. Post-event: thank-you notes within 48 hours
Invitation Best Practices
The invitation sets the tone for the entire event. Here's what works:
- Personal, not mass-produced: "Dr. Kim, I'd love for you to join us..." not "You're invited to..."
- Specific, not vague: "A case discussion dinner at Enzo's on March 15th" not "A networking event"
- Include the "why": "I've been wanting to get your perspective on a complex grafting case" not "Please attend our event"
- Make RSVP easy: Reply to this text/email, click this link, or call this number
- Follow up personally: For your top 5 targets, follow the email with a phone call or in-person ask
The Master Comparison: All 12 Events at a Glance
| Event | Type | Budget | Effort | Referral Impact | Best For |
|---|---|---|---|---|---|
| Case & Wine Dinner | Social | $1,500–$3,000 | Medium | High | Deepening existing relationships |
| Spouse/Partner Events | Social | $1,000–$4,000 | Medium | Very High | Top referrer loyalty |
| GP Appreciation Dinner | Social | $3,000–$6,000 | High | High | Annual retention of top referrers |
| Activity Outings | Social | $1,000–$5,000 | Medium | High | Building new relationships |
| Live Case Observation | Clinical | $200–$500 | Low | Very High | Converting skeptics |
| Treatment Planning Huddles | Clinical | $100–$300 | Low | Very High | Ongoing collaboration |
| Technology Showcases | Clinical | $500–$2,000 | Medium | Medium | Demonstrating capabilities |
| Study Groups | Clinical | $200–$500 | Low | High | Long-term relationship building |
| Joint Screening Days | Community | $500–$1,500 | High | Medium | Community visibility + media |
| Charity Care Days | Community | $500–$1,000 | High | High | Deep value alignment |
| Health Fair Partnerships | Community | $300–$800 | Low | Low–Medium | Broad visibility |
| New Dentist Welcome | Community | $50–$200 | Low | Very High | First-mover advantage |
Post-Event Follow-Up Sequence
The event itself is only 50% of the value. The follow-up is where relationships are cemented:
- Within 24 hours: Personalized thank-you text or email to every attendee. Mention something specific from the evening ("Great talking about the Smith case with you")
- Within 1 week: Handwritten thank-you note to your top 3–5 targets from the event. Yes, handwritten. The effort is the message
- Within 2 weeks: Share any photos from the event (with permission). Tag attendees on social media if appropriate
- Within 1 month: Follow up on any clinical discussions from the event. "Remember the case we discussed? Here's an update..." or "I'd love to continue that conversation about..."
- Ongoing: Reference the event in future conversations. "Since our dinner at Enzo's, I've been thinking about..." These callbacks reinforce the shared experience
Never skip the follow-up. The number one mistake specialists make is hosting a great event and then going silent for months. The event creates momentum; the follow-up converts that momentum into referrals. A mediocre event with excellent follow-up will outperform a spectacular event with no follow-up every time.
Measuring Event ROI
You can't improve what you don't measure. Here's how to track the referral impact of your events and make data-driven decisions about where to invest your time and budget.
The 90-Day Measurement Window
Referral events don't produce immediate results. The relationship-building effect takes time to translate into referral behavior. Use a 90-day measurement window after each event:
Metrics to Track
- Referral volume by source: Track referrals from each GP who attended the event. Compare the 90 days post-event to the 90 days pre-event
- New referral sources: Did any GP who attended start referring for the first time? New referral sources are the highest-value outcome of any event
- Referral quality: Are the referred cases more appropriate? Better-informed GPs send better referrals, which means higher case acceptance and fewer "why was this referred?" moments
- Repeat attendance: Track who comes back to your events. Consistent attendees are your most engaged referral partners
- Revenue attribution: Track the revenue generated from referrals by event attendees. This gives you a clear cost-per-referral for each event format
Simple ROI Calculation
Here's a straightforward framework for calculating event ROI:
| Variable | How to Measure | Example |
|---|---|---|
| Event cost | Total spend including your time | $2,500 |
| New referrals (90 days) | Referrals from attendees minus baseline | 12 incremental referrals |
| Average case value | Your average revenue per referred case | $1,800 |
| Revenue generated | New referrals x average case value | $21,600 |
| ROI | (Revenue - Cost) / Cost x 100 | 764% |
Even conservative assumptions typically show 300–800% ROI on well-executed referral events. Compare that to the ROI on a direct-to-patient Google Ads campaign (typically 150–300%) and the case for event-based referral building becomes overwhelming.
Building a Referral Dashboard
To measure event ROI effectively, you need a system for tracking referrals by source. At minimum, track:
- Referring GP name and practice
- Date of referral
- Case type and value
- Whether the GP attended any recent events
- Last event attended and date
A simple spreadsheet works for practices with 10–20 referral sources. For larger referral networks, purpose-built tracking tools provide more sophisticated analysis.
Track referral sources automatically. Dentplicity's B2B dashboard tracks your referral sources, referral volume trends, and helps you identify which relationships are growing and which need attention. See which GPs are referring, how your network compares to competitors, and where your next referral opportunity lies. Analyze your referral network for free.
The Annual Event Budget
Here's a sample annual event budget for a specialist practice serious about building referral relationships:
| Event Category | Frequency | Cost per Event | Annual Cost |
|---|---|---|---|
| Case & Wine Dinners | 3x/year | $2,000 | $6,000 |
| Activity Outings | 2x/year | $2,500 | $5,000 |
| GP Appreciation Dinner | 1x/year | $4,000 | $4,000 |
| Live Case Observations | 6x/year | $300 | $1,800 |
| Treatment Planning Huddles | 10x/year | $200 | $2,000 |
| Study Group (hosting turns) | 2x/year | $400 | $800 |
| Community Screening Days | 2x/year | $1,000 | $2,000 |
| New Dentist Welcome Visits | 6x/year | $100 | $600 |
| Total | $22,200 |
$22,200 per year—less than $1,900 per month—for a comprehensive referral-building program that touches your network consistently across all three relationship layers. If this investment generates just 15–20 additional referrals per year (a conservative estimate), the ROI exceeds 1,000%.
For more strategies on building your referral network, read our complete specialist referral playbook and our guide on digital referral systems.
Frequently Asked Questions
How do I get GPs to attend my events when they're already oversaturated with invitations?
Three tactics that consistently work: First, make the invitation personal. A phone call or face-to-face ask converts at 5x the rate of an email. Second, create scarcity. "I'm inviting just 8 people" is more compelling than "Everyone's welcome." Third, offer something genuinely different. GPs are numb to "lunch-and-learn" but intrigued by "Case & wine dinner at Enzo's" or "Saturday morning fishing trip." The format itself should signal that this isn't another generic networking event. Finally, be consistent. The first event might have lukewarm attendance. By the third or fourth event, word-of-mouth takes over and attendance becomes self-sustaining.
What's the minimum budget needed to start a referral event program?
You can start with virtually zero budget. Treatment planning huddles cost $100–$300 per session (coffee and bagels). New dentist welcome visits cost $50–$100 (coffee for two). Live case observation days cost nothing beyond your time. Start with these low-cost, high-impact formats and reinvest the referral revenue they generate into higher-budget events like dinners and outings. A first-year program focused on clinical collaboration events can be run for under $3,000 total while still generating meaningful referral increases.
How do I track which events are actually driving referrals?
The simplest method: after every event, create a list of attendees and their referral volume for the prior 90 days. Then check the same GPs' referral volume 90 days post-event. The delta is your event impact. For ongoing tracking, add a "referral source" field to your new patient intake that captures the referring GP, then cross-reference that data with your event attendance records quarterly. Purpose-built tools like Dentplicity's referral tracking can automate this analysis and show you trends over time.
Should I invite competing specialists to my events?
Generally no for social events and community events—these are your relationship-building opportunities and you don't want to share the spotlight. However, for interdisciplinary study groups, including specialists in complementary (not competing) fields can add tremendous value. An oral surgeon, a periodontist, a prosthodontist, and an orthodontist in the same study group creates a referral network that benefits everyone. The key distinction is complementary vs. competing: include specialists who refer TO you or receive referrals FROM you, not specialists who compete for the same referrals you do.
