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Getting Started

Dr. Jones is an associate in a semi-rural general practice. The current owner is retiring and Dr. Jones is taking over. He needs a plan to retain existing patients and attract a new group he's targeted. He already runs an ad in the local Yellow Pages.

Annual Collections : $285,500
Annual Marketing Budget : $13,200
Estimated ROI Net Profit : $32,400

For Maintenance (Patient Retention)
Practice brochure
Practice newsletter
Letters to patients

For Acquisition (New Patients)
Referral cards
Colleague referral program
Yellow Pages ad
Direct mail program

For 10 years, Dr. Sabra has run a solo practice on the outskirts of a large city. She wants to expand the practice, bringing in an associate, and keep them both busy. She has committed to a 1/4-page Yellow Pages ad.

Annual Collections: $450,000
Annual Marketing Budget: $35,000
Estimated ROI Net Profit: $55,975

For Maintenance (Patient Retention)
Reformat Logo Design
Practice brochure
Stationery upgrade
Practice newsletter
Letters to patients

For Acquisition (New Patients)
Demographic/psychographic report
Referral cards
Colleague referral program
Yellow Pages ad
Direct mail program
Newspaper column
Website

Dr. Juliet and Dr. St. Xavier market aggressively. They subscribe to a referral service 1-800-DENTIST. They've agreed on a 6% marketing budget this year to change the perception of the practice and thereby boost new patient flow.

Annual Collections: $985,000
Annual Marketing Budget: $39,460
Estimated ROI Net Profit: $61,000

For Maintenance (Patient Retention)
New Logo Design
Practice brochure
Stationery redesign
Practice newsletter
Letters to patients

For Acquisition (New Patients)
Demographic/psychographic report
Referral cards
Brochure strategy
Colleague referral program
Direct mail campaign
Yellow Pages ad
Magazine ad
Website
Referral service

This 3-doctor practice has been in the same location for nearly 15 years. They've noticed a slowdown in the influx of new patients. Their goals are 1) a steady pool of select new patients, 2) to polish their professional identity, and 3) to enjoy high visibility.

Annual Collections : $2,000,000
Annual Marketing Budget : $61,600
Estimated Annual Net Profit : $96,000

For Maintenance (Patient Retention)
New logo
Practice brochure
Stationery package
Practice newsletter
Letters to patients

For Acquisition (New Patients)
Demographic/psychographic report
Referral cards
Brochure strategy
Direct mail program
Newspaper ad
Website
Seminar (and handouts)
Colleague referral program
Yellow Pages ad