A total of 28 practices within region was experiencing
a leveling off of the average number of new patients
per practice for two consecutive years, while the
population of the metro area had grown at approximately
8% per year. The practices were in a variety of
locations including stand-alone offices, medical
buildings, office buildings and retail strips. Income
levels ranged from high to low and the neighborhoods
from metro to suburban. Two offices had single doctors
and one office had 7 doctors. There were a total
of 63 general dentists across all of the offices.
Analysis
A study of each dental practice yielded the following
results: The average cost associated with acquiring
a new patient was over $200 per patient. Practices
averaged 15 new patients per month per office. The
average production generated per new patient visit
was approximately $500.
Implementation
Beginning in January, a multi-pronged approach
was taken to increase the number of new patients
per office and reduce the average patient acquisition
cost. To determine the efficacy of each marketing
strategy, they were launched individually and studied
for 90 days before launching the next program. Strategies
included:
A new movers program that delivered to every
new resident (homeowners and renters) a gift certificate
redeemable for a dental health kit valued at $25.00
following their initial appointment.
The Most Valued Patient (MVP) Program, which
offered no-wait scheduling and a free dental health
kit following the initial appointment to attract
preferred patients by payer group through key
local businesses.
An interactive e-mail program identified consumers
who were seeking dental services and directed,
at their request, their contact information to
a centralized call center for handling.
A nationally advertised 800 number used to generate
calls from consumers seeking dental services to
the centralized call center. Premium offers mailed
directly to targeted homes to stimulate response
locally.
All responses were handled though a centralized
call center staffed with professional sales and
service representatives with dental office experience
and training.
Results
Over time, it was proven that overall each program
worked well but the results varied by practice and
time of year. However, it was discovered that, by
using all of the strategies and adjusting their
use based upon the individual practice response,
the results were stronger across all practices and
the average cost per new patient was significantly
lower.
By the end of the year, the average cost associated
with acquiring a new patient at these same 28 practices
dropped by more than 25% to just under $150 per
patient. Average new patients per month per practice
increased from 15 to 25. Average production per
new patient initial visit remained at $500. Total
production generated during a new patient's first
12 months, including the initial visit averaged
$1200 per patient.
All patients were given the opportunity to complete
survey cards following each visit. Results consistently
showed that the new patients acquired by these services
expressed a higher level of satisfaction with their
overall dental experience than had patients prior
to implementation of the above.
