System Cycle and Lead Flow Followed In Examples Below

Challenge #1

Challenge:  Distinguish practice as a leading specialty provider in a top 30 metro market on a small marketing budget. 

Implementation:

		1 week radio burst supported by
		Print ads in neighborhood weekly/monthly publications
		837 New Movers targeted during campaign with direct mail postcard
		350 Physicians were selected by specialty, and were targeted with executive letters including patient education packets
		Result: 79 direct inquiries and 15 new patients . Campaign costs $4,337. Average patient value $1,000. 245% immediate return on investment.

Challenge #2

Challenge:  Generate new patients using a low-budget ad media.

Implementation:

		Valpak coupons sent to 30,000 households - Cost $1,850.
		Result:  119 new patient inquiries - most were not converted to patients. The client rushed to publication before receptionist training was completed to handle the volume of calls and only 5 converted to patients immediately. Low conversion rate still provided a positive estimated ROI of 170%.

Challenge #3

Challenge:  Counteract declining trend 2008-2009 in suburban marketplace and become more consistant with marketing.

Implementation:

		1394 Physician Letters  Dec 12, 2008
		4000 Direct mail to households Dec 24, 2008
		4000 Direct mail to households Jan 12, 2009
		4000 Direct mail to households Feb 2, 2009
		1394 Physician Letters Feb 9, 2009
		Print Ad March 18, 2009
		Result:  Above campaign cost $17,500 with a corresponding increase in business of 21% ($43,122) over the same period in the first quarter of 2008. Other competitors reported declining sales in the same period. Immediate return on investment of 146%.

Challenge #4

Challenge:  Build an email database of current and prior patients to jump-start referral-marketing system.

Implementation:

		2700 letters sent to existing and former patients.
		Result:  825 emails submitted and verified within 2 weeks, lowering referral marketing costs to near $0.

Challenge #5

Challenge:  Limited budget to generate new patients directly without relying on doctor referrals.

Implementation:

		Print Ad 2.5” x 3”, cost $2,500, daily newspaper, distributed to 50,000 households, carrier delivered, –   November 2008.
		Result:  83 new patient inquiries generated in 7 days. No data on ROI reported by client. Only 3 new patients would be required to break even on this investment.

Challenge #6

Challenge:  Generate new patients directly on a small budget.

Implementation:

		Print ads in local weekly, cost $1,800
		Result:  28 patient inquiries - Client reports 25% converted to free screenings.  Client also estimated conversion rate from free screenings of 80%. Our conservative estimate of ROI 230%. 700% increase in website traffic also tracked over the 3 days following publication.

Challenge #7

Challenge:  Proof of concept for client in a small metro market who had never advertised before. Test campaign budget $8,000 

Implementation:

		Radio bursts on 2 stations supported by
		Insert in daily paper
		Result:  805% increase in web traffic, 33 direct inquiries, 8 confirmed screenings for a $5,000 orthopedic procedure.  No information available from client with regard to how many followed through with the procedure. Only 2 procedures required to produce a positive ROI.