Specialty Dentist Grows Referrals Through Personalized Campaign

Posted on by Christine DeLooze | 1 Comment »
Business Objectives: RAMP is a marketing agency that specifically focuses on the marketing needs of dentists. They partnered with Modern Mail to create a campaign for Dr. Wilhelm, a prosthodontist and his practice, Imagine Your Smile/Natural Dentistry by Design. His objectives:
• Increase awareness among general dentists in the area

• Establish long term relationships with area dentists via a study club
• Gain specialty dentistry referrals from the area’s general dentists

Although this was a small mailing for a single specialty dentist, there are opportunities to replicate this on a much larger scale or with practitioners in any locale.

  Results: With just two mailers sent to 468 general dentists, Dr. Wilhelm had a record year for referrals. With a $20,000 average annual value per referring dentist, it is easy to see how quickly this can pay for itself many times over.
• 6.84% visit rate
• 4.06% response rate

• 21 dentists visited their PURLs with 11 filling out the survey
• 18 (94.74%) area dentists requested and received referral card packs
• 13 (68.42%) area dentists joined the study club

In addition, a really eye-opening outcome of this particular project is that traditional metrics like cost-per-piece, number mailed and even response rates are not terribly meaningful. The true metric measures business closed, which in this case was how many new referrals (and on-going referral relationships) result from the campaign. Choosing this perspective delivers a very different, and more accurate, measurement of return on investment from a personalized campaign.

Read more about how this campaign was structured and why it succeeded. PODi members can download the full case study Nonmembers: Get a complimentary copy for a limited time

PODi members can access over 500 case studies 24/7 – JOIN NOW

Client Dr. Mark Wilhelmwww.imagineyoursmile.com
Print Provider and Agency Modern Mailwww.ModernMail.com
Creative Agency RAMPwww.RAMPresults.com

One Response to “Specialty Dentist Grows Referrals Through Personalized Campaign”

Comment from Minnie Wallace
Time January 8, 2013 at 1:09 pm

First of all congrats of this fantastic post. Most of the people hate dentist because they afraid to go there and it’s natural. Thanks for this information.

Write a comment