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 her develop a name for the business and created branded marketing materials and signs for the inside of her business. We then purchased a mailing list of 3,000 households with children within five miles of her practice and sent them a postcard mailer that included an affixed refrigerator magnet. The direct mail piece offered a free exam and x-rays for new and referred customers and a complimentary branded t-shirt. On-site and directional signage, window clings, lobby posters, appointment and referral cards rounded out the initial marketing plan.
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. And the branded t-shirts further helped to increase brand awareness in her community.