Case Study #1 – Start-up Practice

Dr. Scott Leune, Westover Hills Family Dentistry

Campaign History

He initially purchased a design package that included a logo and internals, signage, and 8-panel direct mail campaign. He has since added a Five-Star Website and three additional targeted direct mail pieces for pediatric dentistry, short term orthodontics, and dental education aimed at very focused markets.

Two months prior to his opening in June 2006, Practice Cafe assisted Dr. Leune in designing a very large sign to announce his new practice with an offer of free tray whitening for new patients. “I also advertised our insurance involvement, as well as our website. We kept the whitening offer for two months into the practice. I knew that these (more offer-driven) patients would be harder to retain, but I felt that after experiencing the office, a lot would stay. This initial patient base gave me the operating income and exposure I needed. But more importantly, it got my ideas out into the marketplace,” said Dr. Leune.

“I then realized that with a little marketing, I could probably sustain this growth. So I turned to Practice Cafe for four direct mail pieces we designed, each targeting different types of patients, and each having a significant offer inside. The new patient flow actually increased, even though we discontinued the free whitening. And because of patients’ experience in our office, these new patients started referring other new patients,” said Dr. Leune.

Product Breakdown

Logo & Branding –

Understanding that a marketing campaign begins with the image a practice will portray to the public, Dr. Leune implemented a very specific, custom logo and branding style to create the practice identity needed to appeal to the patients he wanted to attract. His logo and branding also complement the theme of his office decor magnificently. Strict implementation of this branding on every marketing piece – from labels on take-home whitening tray holders, to large signage – has built brand equity in his community.

Signage –

Put in place two months prior to opening. The phone number on the sign was activated in advance and forwarded to a cell phone. The front office staff took patient information and pre-booked appointments by hand until the office was set-up and information could be transferred to practice management software. All signage for the practice followed the same strict branding style and logo implementation.

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 superb office photography to convey the home-like feeling in the waiting room. Showcased amenities like TVs above treatment chairs, bottled water, hot chocolate, coffee, latte, etc. A compelling incentive to new patients contributed to substantial response from recipients.
4-Panel Postcard: Focused on audience education to minimize the impact of a large chain dental clinic that opened nearby. This piece discussed quality dentistry, customer service, office hours, etc. One main market push talked about how every dentist on the same insurance plan charges the same fees, emphasizing that patients don't have to go to a dental chain for affordable care.
Pediatric Large Postcard: Targeted to busy families. Focused on quality pedo care in a fun and family friendly environment. Mailed to the households with children from the 8-panel mailing list.
STO 6-Panel Direct Mailer: Purposed to appeal to adults in need of braces, but who don’t want to commit to comprehensive orthodontics. Targeted to adults with incomes that can support this specialty service.

Website –

The original website for the practice was implemented through a templated, monthly maintenance fee vendor. In September of 2007, Dr. Leune contracted Practice Cafe to provide a large, 20+ page website that fully supports his logo and branding style.

Product Timeline

December 2005: Began Logo & Branding Design Process
April 2006: Placed Large Grand Opening Sign
October 2006: Began 8-Panel Direct Mail Campaign
February 2007: Began 4-Panel Postcard Campaign
April 2007: Began Pedo Postcard Campaign
September 2007: New Website Design Started
October 2007: Began Second 8-Panel Direct Mail Campaign

Marketing Campaign Results

Began with five ops, built out space in October 2007 to expand to 10 ops, began to selectively drop insurances to increase fees in 2008, and increased focus on case acceptance to increase demand. Increased marketing budget tremendously as production has risen. With better diagnosing, more marketing for new patient flow, and increased case acceptance, the increased demand for their services has caused their fees and profitability to be able to increase dramatically. The addition of CEREC and short term orthodontics has also increased profitability.

By adding these procedures, dental demand will rise even more, allowing them to raise fees. With the addition of a CEREC, they will also see a rise in procedures offered, and subsequent increase in dental demand and also save in lab fees. CEREC will also allow the incorporation of a new marketing angle, which is under-tapped in dentistry: full-mouth one-day sedation dentistry with CEREC.

Latest Stats for March 2008:

$260,000 in Collections; Saw 309 New Patients

Current Practice Goal:

2008 Goal is to Reach $350K in Collections Per Month