Marketing andCommunications · Four Phase Internal Marketing Plan. COPYRIGHT 2018 Du Molin and Du...
Transcript of Marketing andCommunications · Four Phase Internal Marketing Plan. COPYRIGHT 2018 Du Molin and Du...
1COPYRIGHT 2018 Du Molin and Du Molin, Inc.
TWDThe Wealthy Dentist™
TheWealthyDentist.com™ is a division of Du Molin & Du Molin Inc.
InternalMarketing and Communications
Presented by Jim Du Molin, MA, RCD
1. Ask for referrals:
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“Mrs. Jones, I would like to thank you. I wish all of our patients were as nice as you. If you have friends or family who are like you, please don’t hesitate to send them to us. We will be sure to take good care of them.”
Four-Stage Internal Marketing Plan
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“Why doctor, I didn’t know you were accepting new patients”
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Four-Stage Internal Marketing Plan
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“Well, each year a number of our patients move out of the area, and we like to replace them with quality referrals from our best patients.”
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Four-Stage Internal Marketing Plan
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“And, Mrs. Jones, here are two Share-the-Care cards that you can use to help introduce our practice to your friends.”
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Four-Stage Internal Marketing Plan
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What is a“Share-the-Care” or “Smile” Card?
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Four-Stage Internal Marketing Plan
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New PatientTruck!
Your Smile Card is your...
Marketing Response Vehicle!
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Go to TheWealthyDentist.com for the Hycomb web site link to order
your smile cards.
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Key Elements In Smile Card
2. Use only one side of a regular size business card
3. Make a “token” offer:
4. Always have a “Referred by” line
5. Have an offer expiration date
1. Big Pink Lips
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Sedation Smile Card
Sedation Dentistry
Respect – Comfort – Friendly – CaringConfidential - Safe
One small pill helps you snooze through your dental care. Wake up with a beautiful smile. Make an appointment for yourself or a loved one today.
Referred by ____________________________
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Four Phase Internal Marketing Plan
#1Ask For
the Referral
Hand the Patient Two Smile Cards
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#2Completion of
TreatmentLetters
Dentistry
Soft tissue mgt.
ProphyWhy Send a
Completion-of-Treatment Letter?
#1Ask For
the Referral
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Four Phase Internal Marketing Plan
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Completion-of-treatment letters:
1. Reaffirm the patient’s decision to restore or maintain their oral health.2. Serve as a delivery vehicle for two more smile cards.3. Allow you to again ask for the referral.
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Two (2) Post Scripts:Two (2) Smile or Share-the-Care Cards
Each letter must have:
P.S. I have enclosed two smile cards for any friends or relatives you feel could benefit from our services.
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Four Phase Internal Marketing Plan
P.P.S. Be sure to have your friends mention your name so that we can thank you personally with a token of our appreciation.
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Four Phase Internal Marketing Plan
Two (2) Post Scripts:Two (2) Smile or Share-the-Care Cards
Each letter must have:
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#1Ask For
the Referral
#2Completion of
TreatmentLetters
#3Quarterly
CommunicationLetters
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Four Phase Internal Marketing Plan
#1Ask For
the Referral
#3Quarterly
CommunicationLetters
#2Completion of
TreatmentLetters
“Use your insurance benefits now.” “AIDS protection program”
“Cosmetic technique update”“New Sedation Dental Program”
Why send quarterly letters?
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Four Phase Internal Marketing Plan
2. The primary purpose is to deliver two more smile cards and ask for the referrals.
Smile Cards
1. Quarterly mailings maintain patient contact and foster a caring image with your patient base.
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Four Phase Internal Marketing Plan
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IMPORTANTNot doing
regular quarterly mailingswill cut your response
in half!
#1Ask For
the Referral
#3Quarterly
CommunicationLetters
#2Completion of
TreatmentLetters
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Four Phase Internal Marketing Plan
#4Referral Thank YouLetter & Token of
Appreciation
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Four Phase Internal Marketing Plan
#1Ask For
the Referral
#3Quarterly
CommunicationLetters
#2Completion of
TreatmentLetters
Thank you letter should include a…
Gift Certificate redeemable at local stores.
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Include four (4) more smile cards:
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Thank you letter should include a…
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Bury your patients in Smile Cards!
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Projected Response 1st Year
Marketing Response Curve
0
2
4
6
8
10
12
1 2 3 4 5 6 7 8 9 10 11 12
Months
Pat
ien
ts
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1,200 Active patients/150 Standard response factor
8 Average new patients per month by end of the first year.
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Projected Response 1st Year
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1,200 Active patients/200 Sedation response factor
6 Average new patients per month by end of the first year.
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Projected Response 1st Year
What’s it cost?
1.Asking for the referral: is essentially cost-free $.00 /yr.
2. Completion-of-TreatmentLetters: relatively minor cost $.00 /yr.
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3. Quarterly Mailings:672 Units Mailed*
x 4 Quarters2,688 Units Per Year
*Use a professional mailing service.
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What’s it cost?
3. Quarterly Mailings:672 Units Mailed*
x 4 Quarters2,688 Units Per Year
x $.92 Mailing Cost per Unit$2,473 Per Year
$206 Per Month
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What’s it cost?
*Use a professional mailing service.
Projected Response 1st YearMarginal Profit* of a Standard New Patient (Gross Value = $750) $555
Less: Token Intro. Offer - 25Less: Thank You Gift 25Net Contribution $505
.
Go to TheWealthyDentist.com and check out “Maximizing Your Marketing –Targeting The High-Value Patient for a complete explanation of how to calculate the value of a new patient & “Marginal Profit”.
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Net Contribution per Standard Pt. 505Est. No. of Pts. Year 1 X 37 Marginal Profit Year 1 $18,685Cost of Strategy - 2,473First Year Profit $16,212
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Projected Response 1st Year
Marginal Profit per Standard Pt. $505Est. No. of Pts. Year 2 X 96Marginal Profit Year 2 48,480Cost of Strategy - 2,473Second Year Profit $46,007
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Projected Response 2nd Year
Return on Investment
Standard Patient MarketingYear 1 Profit $16,212ROI ($16,212÷$2,473) 646 %CAP ($2,473÷37) $67B/E Pts. ($2,473÷$505) 5Year 2 Profit $46,007ROI ($46,007÷$2,473) 1,860 %CAP ($2,473÷96) $25B/E Pts ($2,473÷$505) 5
D.D.S.
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Marginal Profit* of a Sedation-High ValueNew Pt. (Gross Value = $2,642) $1,575Less: Token Intro. Offer - 0Less: Thank You Gift - 25Net Contribution $1,550
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Projected Response 1st Year
Net Contribution per Sedation – High Value Pt. $1,550Est. No. of Pts. Year 1 X 37Marginal Profit Year 1 $57,350Cost of Strategy - 2,473First Year Profit $54,877
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Projected Response 1st Year
Marginal Profit per Sedation – High Value Pt. $1,550Est. No. of Pts. Year 2 X 72Marginal Profit Year 2 $111,600Cost of Strategy - 2,473Second Year Profit $109,127Go to TheWealthyDentist.com and check out
“Maximizing Your Marketing –Targeting The High-Value Patient for a complete explanation of how to calculate the value of a new patient & “Marginal Profit”.
TWDProjected
Response 2nd Year
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Sedation Patient MarketingYear 1 Profit $54,877ROI ($54,877÷$2,473) 2,200 %CAP ($2,473÷37) $67B/E Pts. ($2,473÷$1,550) 1.6Year 2 Profit $111,600ROI ($111,600÷$2,473) 4,512 %CAP ($2,473÷72) $34B/E Pts ($2,473÷$1,550) 1.6
D.D.S.
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Return on Investment
TWDThe Wealthy Dentist™
TheWealthyDentist.com™ is a division of Du Molin & Du Molin Inc.
InternalMarketing and Communications
Presented by Jim Du Molin, MA, RCD