Four Dental Practice Marketing Plans
Here's how a marketing plan works for four very different practices:
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
Coasting
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
Partners
Dr. Juliet and Dr. St. Xavier market aggressively. They subscribe to the 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
Upscale or Group Practice
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