Clothing Anatomy of a Successful Dental Marketing

Randomly select 30 patients who have been with the practice for at least one year.
Now that you have a clear picture of your objectives and budget, and have chosen, based on your benefit/cost analysis, to proceed with the program, it's time to choose who should receive your mailing and how often.That is, select your mailing target and frequency.

Briefly, the exercise involves determining the value to your practice of a typical patient.One conservative measure of the value of a patient is the Average Annual Patient Contribution to Overhead (AAPCO).Your management consultant may have an equally valid measure.
Success with any dental marketing tactic requires that each 'link' in the chain be strong and connected.

Map of target Zip Code 80601

The second objective is a change in the composition of your patient base.燜or instance,[link widoczny dla zalogowanych], you may want to change the patient mix from 60 percent fee-for-service and 40 percent insurance-based to 30 percent and 70 percent respectively.燨r you may want to attract more patients desiring a specific procedure, e.g. cosmetic or implants.
.89 and .79 are average adjustment factors.

爌ractice. In other words, what a patient is worth to you on a yearly basis.
牋? 牋牋牋Lifetime Value of a Patient (AAPCO x 8 yearst) =
Armed with your budget, you can next perform your benefit/cost calculations.牋 This is perhaps the most often overlooked step,[link widoczny dla zalogowanych], which is unfortunate because this exercise can show you what you may reasonably expect by way of return on investment from any strategy under consideration.
The first step is to identify your objectives.There are two general objectives that are appropriate for the dental office.燭he first is to increase the volume of new patients.燜or example, if your office generates an average of 40 new patients per month and, based on your available capacity and other considerations, you could comfortably absorb an additional 50 percent per month your objective might be written: 爴Increase the number of new patients by an average of 20 per month.敔 We use 揳verage? to emphasize that the actual increase will probably vary from month to month.營t is the average increase over time that should be the relevant measure.
Once you have agreed on your objective, you'll want to determine your budget:

? ? ?

To calculate cost per mailer, you'll need to factor the cost of your mailing list, design, printing, fulfillment (letter shop), and postage.燚epending on what and how you mail, your cost can range anywhere from twenty five cents to over a dollar.燣et's assume it is fifty cents: Your monthly budget, then, is USD2,000 (4,[link widoczny dla zalogowanych],000 mailers at USD.50).

List separately by patient the total Hygiene and Non-Hygiene Revenue generated in
Once you've chosen your design, the next step is to have your mailers printed.Be sure that whoever performs your design and print functions is familiar with postal regulations. More than one dentist has experienced the nightmare scenario of having thousands of mailers produced, only to learn that some aspect of their mailer violates one or more postal regulations, rendering the entire stock of mailings worthless.牋As a general rule, you should require that all vendors share references of clients (ideally, dentists) for whom they've performed a similar service.

This will calculate your average annual value of a patient for your particular

Calculate the Lifetime Value of a Patient

Adding any one-time set-up costs, e.g. mailer design, to the result is your total program budget.

Analysis Level: Carrier Route (duplicates not allowed)
Enter the # of appointments kept:
Conservative measure as does not factor referral or recare.
Dividing your program cost by your patient value yields your break-even quantity, i.e. the number of patients the program needs to generate for you to be indifferent (cost = benefit) about the program.燭here are a number of other effectiveness calculations that can and should be performed, but these are beyond the scope of this chapter.

There are seven steps, which must be completed correctly for any dentistry marketing strategy to be a success.Due to space constraints,[link widoczny dla zalogowanych], we illustrate this with one example: a direct mail campaign.These principles are equally applicable to other strategies.
Calculate your Average Annual Patient Contribution to Overhead (AAPCO).

(AAPCO) (# of appointments kept) = USD84,861.95 /
the most recent 12 month period (must fill in patient name field).
Our company performs this task by first conferring with our client to confirm the preceding three steps. We then search for individuals and households that, based on our experience, are most likely to respond to the invitation we'll be making on behalf of the client.We use this to arrive at our mailing target.A sample (and simplified) demo-graphic report of the proposed target, which includes zip codes sub-divided by mail carrier routes, and a map of the same area showing mail carrier route boundaries, are reproduced on the following pages.
(AAPCO) (# appointments kept) -

Once the chain has been forged, close adherence to general marketing principles ensures a handsome return on dental marketing investment. A game is played between two teams, each composed of nine players, that take turns playing offense and defense. A pair of turns, one at bat and one in the field, by each team constitutes an inning. A game consists of nine innings. One team customarily the visiting team bats in the top, or first half, of every inning. The other team customarily the home team bats in the bottom, or second half, of every inning. The goal of the game is to score more points than the other team. The players on the team at bat attempt to score runs by circling or completing a tour of the four bases set at the corners of the square shaped baseball diamond.

The final step in the process of implementing a winning direct mail campaign is effective and ongoing program tracking and evaluation.燭he only way to know how well a given tactic is performing is to track the response.Simple and cost-effective tools such as tracking telephone numbers and dedicated URLs (website landing pages) make it possible to include this vital component.
Adjusted Hygiene Production = USD5,227 x .89 / 30 = USD155.07
Adjusted Non-Hygiene Production = USD22,134 x .79 / 30 = USD582.86

燬ample Report of Proposed Target

[# of appointments scheduled/# of patients who responded]
The following is an abridged screenshot of a program that may be downloaded from:
16.26 i.e. 16 patients
Enter total cost of your marketing program:

Enter the Number of Patients who responded to your marketing program:
[Break Even Quantity/Number of Contacts]

DOLLAR Return On Investment:
The next step in the process of implementing a successful direct mail strategy is to select mailer design and content.This is probably the most important step because what you send will determine more than anything else, the response to your mailer.燗 number of factors need to be considered, including use of color, images and photographs, degree of personalization, mailer type (envelope, post card, brochure, other), offer(s), and of course, cost.
Baseball is a bat and ball sport played between two teams of nine players each. The goal is to score runs by hitting a thrown ball with a bat and touching a series of four bases arranged at the corners of a ninety foot square,[link widoczny dla zalogowanych], or diamond. Players on one team the batting team take turns hitting against the pitcher of the other team the fielding team,[link widoczny dla zalogowanych], which tries to stop them from scoring runs by getting hitters out in any of several ways. Seven Steps to Success
Center Point for Analysis - 4700 E XYZ LN, Brighton, CO, 80601

USD155.07 + USD582.86 = USD737.93
燼)牋牋? Calculate cost per mailer (data,[link widoczny dla zalogowanych], printing, letter shop, and postage)
Calculate Your Break Even Quantity

Enter the # of appointments scheduled:

燽)牋牋? Calculate quantity of mailers necessary to achieve your objective

Follow the steps below to Track the effectiveness of your marketing program.
牋牋牋牋牋牋牋牋牋牋牋牋牋牋 Total cost of marketing program = USD12,000
Calculate your ANNUAL Return on Investment

Whichever objective you choose, you'll want to make it as specific as possible, and commit it to writing because, when you do not know where you are going, any road will take you there.

Your Conversion Ratio Is:

Proposed Target Area: 3.4 Miles
Let's say you want to add 10 new patients per month to your practice.燗 reasonable expected response rate to a mailing for new patients is about one quarter to one half percent. Therefore, (choosing a conservative response rate) the number of mailers per month you will need to send is 10/.0025 or 4,000.

Your Quality Ratio Is:
[Cost of Marketing Program/AAPCO]
燾)牋牋? Multiply a) by b)
Your Break Even Percent is:

PERCENT Return On Investment:

The approach of selecting a mailing target by using mail carrier routes as targets rather than blindly selecting entire zip codes is superior because it allows delivery to specific areas within a zip code that might be a highly desirable market for your practice, while eliminating those areas of the zip code that are not as attractive.

Your Break Even QUANTITY is:
help you select a given marketing strategy.

牋牋牋牋牋牋牋牋牋牋牋牋牋牋 Total cost of marketing program
t National Average is 8 years.
Used for sensitivity or "what if" analysis to
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