Internal marketing is concerned with managing and
maintaining a positive message and image among people
with whom you already have an established relationship.
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Background
A practice in Florida was experiencing deterioration
in its patient base owing to increased prevalence
of managed care and high mobility of the population.
Analysis
A Marketing Feasibility Study determined that an
increase in the percentage of the population participating
in managed care and an increase in the proportion
of dentists to population were responsible for the
shrinkage in the patient base. The Study identified
a downward trend in the median age of the population.
It also identified an increase in the number and
size of families with children.
Implementation
It was recommended the doctor embark on an internal
marketing campaign to “immunize” his
practice against the loss of patients to managed
care providers.
Because the doctor was an elderly gentleman who
enjoyed treating patients closer to his own age,
a marketing program directed at senior citizens
was initiated. This entailed four quarterly mailings
to high net worth individuals having a minimum age
of fifty years.
A monthly New Resident marketing program was established
that consisted of three mailings to each new resident
over a three-month period. Because he had brought
on a younger associate who was eager to treat younger
patients, it was agreed that these mailers would
be designed with an eye to attracting the younger
families that were moving into the area.
Results
The doctor distributed literature on the benefits
of fee for service dentistry to his patients, and
sent letters to all patients leaving the practice
for a managed care provider, explaining that, should
their dental care needs not be met by their new
provider, they were welcome to return. A number
of patients who left the practice for a managed
care provider did eventually return to the doctor’s
practice.
The above strategy combined with the New Resident
and Seniors Marketing Programs resulted in a net
increase in new patients after only nine months.
