Dentist Opens Business With Appointments on the Books
A pediatric dentist was opening her own practice. Just five years out of dental school, she had never owned a business, had no brand and no clients. Her office was set to open in two months. She needed to create a brand and a marketing campaign quickly—and on a modest budget. Her goal was to have appointments on the books when she opened her doors.
First, we helped the dentist create a brand. She wanted it to be appealing to children, and to reflect her location in an ocean-side suburb. The name Seaside Smiles was chosen, and a cast of smiling, sea-inspired cartoon characters would appear on all of her marketing materials and inside her business.
To generate awareness of her new business within the target demographic, we purchased a list of 3,000 households with children within five miles of her practice. A postcard featuring the playful sea characters, with an affixed refrigerator magnet, was mailed to the list. It offered a free exam and x-rays for new and referred customers, and a free Seaside Smiles t-shirt while supplies lasted. Site and directional signage, window clings, lobby posters, appointment and referral cards rounded out the initial marketing effort.
The dentist received a strong response to the mailer, booking 39 appointments prior to opening. With an estimated value per new patient of $945, she generated nearly $37,000 in potential revenue—with an initial marketing investment of under $5,000. Her most exciting moment, she said, was being at a local market and seeing a new patient wearing his Seaside Smiles t-shirt.