Case Study #2 – Existing Practice

Dr. Dipesh Sitaram, Dental Solutions Family Dentistry

Campaign History

When Dr. Dipesh Sitaram became a Practice Cafe client in 2007, he was looking to incorporate new marketing pieces to augment his current logo, website, signage, and print advertisements. His practice is located in a low-to-middle income, growing suburb of a large metropolitan city.

He initially purchased an 8-panel direct mail campaign. He has since added a Four-Star Website revamp, two additional targeted direct mail pieces for pediatric dentistry and cosmetic dentistry, ad specialties, and several print advertisements.

Practice Cafe assisted Dr. Sitaram in designing an 8-panel direct mailer that introduced his practice with special emphasis on their insurance involvement, website, special amenities, and – of course – great photos of the office, doctor, and staff.

"I had built a good base to my marketing campaign, but Practice Cafe took what I had to the next level. Adding direct mail to my marketing mix, also utilizing what I had already invested in, has yielded incredible results. Our direct mail campaigns have consistently brought results. I wanted to build a practice that was as recession-proof as possible, and Practice Cafe has given me the tools to do so. We have seen no reduction in new patient flow and, in fact, it is still increasing,” said Dr. Sitaram.

Product Breakdown

Logo & Branding –

Dr. Sitaram had previously invested and implemented a logo that, while professional, was deemed too “corporate and clinical” for the demographic he was trying to target. Practice Cafe utilized creative design to warm up Dr. Sitaram’s logo, at the same time as maintaining and enhancing the equity he had already built with his branding.

Ad Specialties –

Practice Cafe designed and procured a new magnet for Dr. Sitaram that he and his staff handed out at a local fair. This greatly increased their visibility in the community. Practice Cafe also designed custom referral pads for Dr. Sitaram to distribute among his colleagues in his area for specialty services. This business-to-business marketing has proven worth the time and effort.

Web/Print Advertising –

Dr. Sitaram was already using a local web-based advertising company, as well as, a pack coupon mailing service. Practice Café redesigned his web and print advertising to augment his new branding style and incorporated his new offers to reach his target demographic.

Direct Mail Pieces –

8-Panel Direct Mailer: Purposed to grow entire practice by focusing on four marketable aspects that would niche the practice and appeal to main target demographic. Used strong office photography to convey the home-like feeling in the waiting room. Showcased amenities like TVs and music in treatment rooms, warm towels, blankets, and an internet station in the waiting area. A compelling dual incentive to new patients contributed to substantial response from recipients. Sent to a small radius of single-family households with median income and up.
Pediatric Super-sized Postcard: Targeted to busy families. Focused on quality pedo care in a fun and family friendly environment. Emphasized available insurance coverage and offered a free ID safety kit for each child. Mailed to all households with children in a mid-size radius, regardless of income.
Lumineers® Super-sized Postcard: Purposed to appeal to adults in need of cosmetic dentistry (Lumineers system veneers, specifically). Sent to a wider radius of adults with incomes that can support this specialty service. Using innovative design, with the addition of an “email” from Dr. Sitaram that included an actual email address, increased readership and response.
STO 6-Panel Direct Mailer: Purposed to appeal to adults who are in need of braces and don’t want to commit to comprehensive orthodontics. Targeted to adults with incomes that can support this specialty service.

Website Revamp –

The original website for the practice was implemented through a templated, monthly maintenance fee vendor. In March of 2008, Dr. Sitaram contracted Practice Cafe to design a large, 10+ page, reconfigured website that fully supports his logo and branding style, mailing initiatives, and a new blog page for Dr. Sitaram. The new site was launched in June of 2008.

Product Timeline

June 2007: Began 8-Panel Direct Mailer Design Process
July 2007: Began 8-Panel Direct Mail Campaign
August 2007: Ad Specialty Magnets for Event
September 2007: Began Pedo Postcard Campaign
October 2007: Designed Referral Pads
November 2007: Began Lumineers® Postcard Campaign
December 2007: Reprinted 8-Panel Piece for 2008 Mailings
June 2008: Launched Website Revamp

Marketing Campaign Results

Practice sees an influx of 50-75 new patients after each direct mail drop. Has increased office staff from one front office person and one hygienist, to three front office staff and three hygienists. Also expanded from three to four operatories, adding a new consultation room as well.

Latest Stats for March 2008:

Collections increase monthly.

Current Practice Goal:

2008 Goal is to Continue Increasing Collections Every Month