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Affinity Dental
Get more new patients on a consistent basis.
Original direct mail project:
Affinity Dental was mailing out 3500 postcards per week in blue ink on non-glossy stock.
Need for change:
Affinity Dental was on a quest to get more new patients in on a consistent basis. They were promoting, but their promotion was not strategically aligned with their income demands.
The Campaign:
They sent out 2 postcards with different offers going out on a regular basis, and then followed up with a 3rd postcard at different intervals throughout the year.
Main postcard:
A full-color postcard on one side with black & white on the back. Their message was crafted to communicate to a low-income audience. The graphic is a woman with an unflattering smile due to the aging of her teeth and a message that reads "You CAN go back in time and get your smile back."
Follow-up postcard:
A green postcard which is basically just a coupon with a "live" stamp.
Offer #1, main postcard: $50 off the regular $165 New Patient exam = total cost of $115.
Offer #2, follow-up postcard: $200 off exam, cleaning, x-rays.
Offer #2, follow-up postcard: $200 off exam, cleaning, x-rays.
How both postcards were mailed:
JetMail sent the postcards out via "carrier route" (meaning to every mailbox in a certain route) to certain zip codes surrounding the practice with a targeted combined household income of $65K. Postage for carrier route is approximately 13½ cents apiece, which allowed Affinity Dental to send more pieces out per mailing. Affinity Dental started mailing 6500 of the main postcard and 5000 of the follow-up coupon postcard as a pilot every week.
In addition:
Affinity Dental also does periodic mailings at certain times of the year—like a post-it note on her postcard to remind their prospects to use their benefits before the end of the year before they lose them. This is called a "repositionable note" that is approved by the USPS and has a slightly higher postage rate.
Existing patient follow-up in tandem with new patient promotion:
Affinity Dental also mails a letter reminding her existing patients to use their benefits before the end of the year before they lose them.
Results:
The number of postcards mailed weekly was increased over a three year span from 3500 to 11,500.
300% increase in production (amount diagnosed) and 300% increase in collections (amount collected)!
When Affinity Dental Group started with us, they were procuring only 30 new patients per month. At this writing they are consistently getting 90–125 new patients per month.
"A couple of years ago our office was doing approximately 30 new patients a month. We were with another printing company who was doing just what I asked for. Then I received this postcard from JetMail Tampa Bay, so I thought I would try them. Well, new patients started to go up. I would have telephone meetings with Maggie at JetMail Tampa Bay and we would go over our statistics on new patients. Now it's been a couple of years and we are consistently getting between 90—125 new patients monthly. Having this many new patients has changed our practice and brought it to a new level. Production has gone up 300% and collections have gone up 300%."
– Felicia Torres, Affinity Dental Group
