You must have a professional relations coordinator (PRC) on your team. If you want to have a successful referral marketing program, you need a PRC in the office at least 16-20 hours per week. Like any task, you need someone dedicated and responsible, or it is unlikely to get done or get done well. Referral marketing is the backbone of every orthodontic practice and having a knowledgeable, trained PRC can literally make all the difference.