Marketing andCommunications · Four Phase Internal Marketing Plan. COPYRIGHT 2018 Du Molin and Du Molin, Inc

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:

© Copyright 2018 Du Molin & Du Molin, Inc

“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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“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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“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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What is a“Share-the-Care” or “Smile” Card?

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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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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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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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Two (2) Post Scripts:Two (2) Smile or Share-the-Care Cards

Each letter must have:


#1Ask For

the Referral

#2Completion of

TreatmentLetters

#3Quarterly

CommunicationLetters

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#1Ask For

the Referral

#3Quarterly


#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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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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IMPORTANTNot doing

regular quarterly mailingswill cut your response

in half!

#1Ask For

the Referral

#3Quarterly


#2Completion of

TreatmentLetters

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#4Referral Thank YouLetter & Token of

Appreciation

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#1Ask For

the Referral

#3Quarterly


#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…


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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1,200 Active patients/200 Sedation response factor

6 Average new patients per month by end of the first year.

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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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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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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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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


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

Documents

Marketing andCommunications · Four Phase Internal Marketing Plan. COPYRIGHT 2018 Du Molin and Du Molin, Inc