Case Study #3 – Transition Practice

Dr. Matthew Bunchman, Premier Dental of Evergreen

Campaign History

When Dr. Matt Bunchman became a Practice Cafe client in 2007, he was in the process of purchasing an existing practice. The practice is located in a mid-size town within driving distance of a large metropolitan city. The practice had implemented little to no previous marketing.

Dr. Bunchman’s goal was to create a new practice identity to reinvigorate the office. He was also interested in devising a loan agreement with a lender who understood the value of marketing preparation prior to the date of sale closing. Practice Cafe worked closely with Dr. Bunchman to find such a lender that would release the marketing portion of his loan 60 days prior to closing. By doing this, Dr. Bunchman’s logo, signage, website, and – most importantly – his transition letter was all ready as soon as his ownership was complete and he began working in the office. By receiving marketing funds earlier, transitioning into the practice was very smooth.

"Having a clear vision of the practice I wanted to create was key. Practice Cafe understood the delicate nature of a new owner coming into an older practice. The transition letter was designed in such a manner that everyone wanted to read it. It was written in such a manner that almost every current patient stayed in the practice, and it actually reactivated a huge number of inactive patients. Knowing that I had such a great team to help me was extremely reassuring,” said Dr. Bunchman.

Product Breakdown

Logo & Branding –

Since Dr. Bunchman chose to undergo a name change for the practice, his new logo and branding style was strictly implemented on his signage and other marketing materials to support the new name, practice vision, and marketing momentum.

Transition Letter –

Practice Cafe designed and wrote a transition letter that announced the ownership change, new practice name and logo, and introduced Dr. Bunchman to the current patient base. At the same time, it respected and honored the goodwill built by the previous owner. This not only succeeded in keeping the current patient base active and loyal, but it also reactivated several dormant patients.

Signage –

Practice Cafe designed and coordinated signage that introduced the new name of the practice and advertised the new website address.

Website –

Dr. Bunchman chose a Four-Star Website that fully supports his logo and branding style, allows current patients to learn about him, and enables new patients to learn about the practice. This marketing upgrade to having a website communicates the value that Dr. Bunchman places in technology, thereby giving the feeling of a technology upgrade to the practice image as a whole.

Direct Mail Pieces:

8-Panel Direct Mailer: Purposed to grow the entire practice by focusing on four marketable aspects that niche the practice and appeal to main target demographic.

Product Timeline

September 2007: Began Logo Design Process
November 2007: Began Transition Letter, Website, & Signage Design
December 2007: Printed Stationery System
January 2008: Practice Purchase Complete, Signage Coordinated, & Transition Letter Mailed
February 2008: Launched Website
February 2008: Began Direct Mail Design Process

Marketing Campaign Results

Practice sees an influx of 35 new patients each month. Has increased office staff from one part-time hygienist working three days a week, to two part-time hygienists working four days a week.

Latest Stats for March 2008:

Compared to 2007 stats, Dr. Bunchman has doubled production during each month of 2008.

Current practice goal:

Fine-tune scheduling to optimize the new patient growth and increase cash flow to begin direct mail campaign.