2020 MARKETING AREAS OF FOCUS Enterprise Marketing: Building brand recognition and continued implementation of tools to increase volume,

retention, and conversion. Key success drivers: Paid Search and Paid Media Patient Communications: Email & SMS/Text Call Center Appointment Building & High-Touch Outreach

AOM + Marketing Collaboration: Support AOMs in the development and execution of regional and practice-specific marketing initiatives. Leverage Marketing expertise in pattern recognition and best practices.

Office Support: Position offices to deliver exceptional patient experiences & amplify positive word of mouth. 2020 MARKETING: STRONG START Google & Bing

o 93% More Impressions o 227% More Appointments Scheduled o 131% Increase in Conversion Rate o 69% Decrease in Cost per Appointed

Social (Facebook) campaigns deliver ads to: o Patients who have visited GreatExpressions.com, but have not scheduled an appointment

(Retargeting). o Followers of the Great Expressions Facebook page (Boosted Post) o Prospective new patients using Facebook targeting (Incremental Awareness Campaigns)

Patient Retention o Monthly patient email communications- driving record appointments

Call Center o Internal Team: Scheduling WARs, performing outbound schedule building

Future: Treatment plan follow-up o UDS: Scheduling appointments via paid media- now including Invisalign and Ortho

MARKETING FOCUS: OFFICE SUPPORT Goal of office support is to provide tools to increase new patient growth and treatment plan conversion. Office Signage: Posters, Banners Collateral: Great Expressions Dental Centers brochures Conversion Tools: Treatment Plan Folders- GP and Ortho

INCREASE TREATMENT PLAN CONVERSION: 2% OR MORE! A 2019 test was put into place that yielded a 2% increase in treatment plan acceptance just by presenting ALL treatment plans in a specially designed and professional treatment plan folder. With the success of that program, all offices are now receiving folders to aid in the presentation of all patient plans- GP and Ortho versions. Maximize your success:

Present all treatment plans (GP, Specialty, Invisalign, and Orthodontics) with a treatment plan folder. Review the treatment plan as you normally would with the patient. Then, flip through each page of the treatment plan folder- pointing out important pages/details throughout:

o GP Example: “This page is a great guide to reading your plan and understanding UCR codes” o Ortho Example: “This page gives you an overview of the treatment plan, the contract, and fees.”

Place the treatment plan in the back pocket of the folder.

Important!! Run every patient through CareCredit and present their pre-approval with the treatment plan and folder. Highlight fixed payment options at longer terms first, then 0%.

o Competitive intelligence tells us patients prefer fixed payment options with extended payment terms (60 months) and presenting these options will greatly increase treatment plan starts!

LOCAL MARKETING

Visit the Great Expressions Marketing Hub for more details: www.gemarketinghub.com