A GUIDE TO MARKETING YOUR ORTHODONTIC … guide to marketing your orthodontic practice brought to you by orec. a targeted approach to attracting patients in an increasingly competitive

A GUIDE TO MARKETING YOUR ORTHODONTIC PRACTICE BROUGHT TO YOU BY OREC.

A Targeted Approach toAttracting Patients in anIncreasingly Competitive

Marketplace

INTERNALandEXTERNALDATABASE MARKETINGDATABASE MARKETING – A LONG TERM STRATEGY FOR PRACTICE SUCCESSHOW TO PROTECT YOUR MARKET AREA AND DEVELOP A NEW SOURCE OF PATIENTS

HOW TO MINE YOURINTERNAL DATABASEOF PENDING/WILL-CALL-BACKPATIENTSTHIS LIST COULD BEWORTH $1,000,000

ANALYZE & DEFINE YOURMARKET AREAWHERE IS YOUR GREATESTPOTENTIAL?

RETURN ON MARKETINGINVESTMENTWHAT IS REALISTIC?

ORE C professional marketing systems

™ ORE C professional marketing systems

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CONTENTS3 DATABASE MARKETING – A LONG TERM STRATEGY FOR PRACTICE SUCCESS Themostimportantthingtounderstandaboutdatabase marketingisthatitisastrategy,notatactic.

6 HOW TO MINE YOUR INTERNAL DATABASE Orthodontistsneedacarefullycraftedplantovalue andaccesslistsofPending/Will-Call-Backpatients.

7 ANALYZE & DEFINE YOUR MARKET AREA Yourmarketareaconsistsofdentiststhatarecurrent orpotentialreferralsources,currentandformer patientsandthegeneralpopulation.Learnwhere thegreatestpotentialis.

8 RETURN ON MARKETING INVESTMENT BecauseDatabaseMarketingissomeasurable, thinkingofitasafinancialinvestmentinyour futuresuccessisanappropriatemindset.

9 MARKETING VERSUS SALES Bothmarketingandsalesareneededtoinsure consistentinflowofnewpatients.

10 THREE KEY MARKETING TACTICS Effectivewaystohelpimplementthemarketing strategyandachievepracticeobjectives.

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Orthodontists have to take care of themselves.6


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Today many orthodontic practices are operatingsubstantiallybelowcapacitydespitethefactthattheycouldandwouldliketostartmorepatients.Thepastfewyearshaveseenanincreaseincom-

petition from orthodontists, from general dentists, frompediatric dentists and from producers of goods and ser-vicessuchasappliancestoresandautomobiledealershipsthatareaggressivelychasingtheconsumers’shrinkingdis-cretionarydollar.

Onethinghasbecomemoreandmoreapparent:bothin-ternal and external marketing have become increasinglyimportantinbuildingandsustainingasuccessfulpractice.InternalMarketinghasbeenaround forever andhas tra-ditionallyinvolvedrelationshipbuildingwithpatientsandreferralsourcesinthecommunity.ExternalMarketinghasconsisted primarily of print advertising with some radioandTV.Todaycomputersandnewdigitalprinting tech-nologymakeitpossibletopromoteorthodontictreatmenttoprospectivepatientsselectedbydoctorordemographiccriteria.

ThirtyyearsagopracticesreliedonInternalMarketingandforthemostparttheonlytypeofExternalMarketingbe-ingdonewasYellowPageAdsandPatientT-shirts.Asthemarketplace grew more competitive that all changed andthereisnowanincreasedemphasisonExternalMarketing.Thereisatremendouspotentialforamoretargetedanddis-ciplinedapproachtoExternalMarketingoverthenextfewyears,asmanypeoplewhoneedtreatmentarenotgettingit.Atargetedapproachtomarketingismoreefficientandgivesyouagreaterreturnonyourpromotionaldollar.

EveryorthodontistishisorherpracticesCMO,ChiefMar-ketingOfficer.Theemphasisonmarketinganditsnecessi-tyintoday’scompetitivemarketplacecansometimesseemoverwhelming as practices are evolving into somethingsimilar toasmallcorporationwhereit isnotuncommonfortheCEO,CFOandCMOtobethesameperson.Buttheorthodontistisalsoresponsibleforproductionandtreatingthepatients.Sohowdoesoneeffectivelymarketorthodon-

tictreatmentwitheverythingelsethereistodo?

ToguaranteelongtermpracticesuccessandinsureasteadyflowofpatientsyoushouldconsiderDatabaseMarketing.

Database Marketing – A New Patient SourceDatabaseMarketingisacombinationoftraditionaladver-tisingandDirectMarketing.Itcanbeanincrediblesourceofnewpatients-newpatientsfromexistingsources,newpatientsfromnewsourcesandnewpatientsfromreferralsofbothofthosesources.

The most important thing to understand about Data-base Marketing is that it is a strategy, not a tactic. It’s not a yellow page add, a mailing, a web site or a news-letter. It’s a commitment to capturing new patients and staying in relationship with them and current and for-mer patients to insure future referrals. By definition strategy is large scale long range planning and tactics deal with specific use of activities that support the strategy.

Thebenefitsofsuchastrategyaretwofold:Animmediateincreaseinpatientstartsandrevenues,andassumingyougive thosepatients agoodexperience andagood result,futurepatientreferrals.

Database marketing is most effective when used as partofamarketingplanoroverallpracticeplan.Thereareanumberofclevermarketerswhoknowhowtodevelopindi-vidualtacticsthatbringinpatients.Whatisrarearepeoplewhocanput anumberof these tactics into a long rangecoherentstrategy.Amarketingplanorapracticeplanwithamarketingsectionwillhelpyoudothat.

OnlyyoucanchooseOBJECTIVES,STRATEGIES,TAC-TICS,aMARKETINGBUDGETanddeterminewhetherornottoincorporateDatabaseMarketingintoyourprac-tice. However, merely defending your market area fromintrusionbyadatabasewisecompetitorisagoodreasontolearnaboutthepowerofdatabasemarketing.

Changing rules and temporary windows of opportunity make now a compelling time to review and revise marketing strategies.

DATABASE MARKETINGALongTermStrategyForPracticeSuccess

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Effective Orthodontic PromotionDatabase Marketing allows you tocreate an advertising curriculum thatteaches as it sells. A curriculum is alearningsystemthatteachesonebitofinformationatatime.Eachadvertisingmessage can be built on the learningofthepreviousone.Thisapproachnotonlyallowsyoutostayinfrontoftheprospect, itgivesyou theopportunitytoprovidethemmoreinformationthantheyhadbefore.

What is the desired end result? Abeautifulsmile.IncreasedSelf-Esteem.Youmustcreateaneedforit!

What is your offer? You have to putsomething into a prospects hand thatheor shemustdo somethingwith.Adeadline,adiscount,arewardforact-ingrightaway.Todayallproductsandserviceshavereachedparityintheeyesoftheconsumer-theyarealljustasboredastherestofus.Soofferthemsomething-givethemapay-backorareasontoatleastpickupthephoneandcallyou.

In tough economic times marketing response rates andorthodonticconversionratestypicallydecline.Toimprovetreatment acceptance rates practices must begin to offerlowerdownpayments,nointerestpaymentplansandflex-ible payment arrangements such as automatic credit cardchargesorbankdrafts.Giveprospectivepatientsareasontoactnow,notlater.Considerpatientincentivessuchascre-ativefinancing,bonusesandgifts.

Market ConsistentlyEveryonehasbeenguiltyofspendingmarketingdollarsatoneparticularpoint-whenstartslag.That’sthetimewhenyoufindenoughmoneytodoabrochure,amailingorre-decoratetheoffice.Oncethecrisispassesmarketingisbackontheshelfuntilthenexttime.Overtimeeveryoneexperi-encesslowperiods.Onereasontomarketconsistentlyistomakesurepatientsarecomingtoyouatalltimes.Consis-tentmarketingisoftenthedifferencebetweenagoodprac-ticeandagreatpractice.

Multiple Exposures and the Domino EffectIt is now generally accepted that it takes multiple expo-suresbeforesomeoneisreadytocommittoanexpensiveorsophisticatedproductorservice.

Anexposurecanbesomethingassimpleasaprospectivepatientdrivingbyyourofficeandviewingyoursignage,oraspowerfulasadoctororpatientreferral.Theobjectiveistodelivermultiplemessagestothesametargets.Morecon-tactsareneededbecauseoneortwowillnotsupplyenoughexposuretoyouroffering.

Addingothermarketing tactics to themixcanalsohelp.EverythingyoudofromanInternalandExternalmarketingstandpointhelpstheeffectivenessofyourDatabaseMarket-ingprogramandDatabaseMarketingcomplementsallofyourotherinternalandexternalmarketingactivities.

Ifyouhaven’tbeendoingalotofExternalMarketingandyourcaseisa textbookexample,yourfirstexposurewillbeyourleastsuccessful.That’snottosayitwon’tatleastbreakevenormakemoney.Thesecondexposurewillbemore successful than thefirst, the thirdmore successfulthanthesecondandsoon.Whenoneconsidersthelagtime

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inexposures,whethertheybemonthlyorquarterly,itcouldrealisticallytake3to6monthsforamarketingprogramtokickinandprovideanacceptableReturnOnInvestment.Whenitcomestopromotingorthodonticsyouhavetohavestayingpowerandbecommittedforthelongterm.

Itcandoallthesewonderfulthingsplusloweryourcostofmarketing andofferproduct line extensions and revenuegeneratingopportunitiessuchasalignertreatment.

As we have discussed there are two types of DatabaseMarketingfortheorthodontist.Youhavetoanalyzeyourstrengths and weaknesses. If you are a high energy ex-trovert the interpersonal aspectof InternalMarketing isanatural.Ifnot,youmaywanttodomoreexternalmar-ketingutilizingyourinternaldatabase,acombinationap-proach.However,InternalMarketingthathastodowithprovidingthepatientwithagreatresultandgreatexperi-enceshouldbedonebyeveryone.Itisbyfarthemostim-portantthingyoucandoandshouldresultinmanyfuturepatientreferrals.

InternalMarketingshouldbedonefirstand is importantbecauseitenablesyoutobuildapracticefoundation.You

canalsouseyourinternaldatabasetotargetexistingandformerpatientswithanexternalmarketingapproach.

Thenyoucanadddemographicallydetermineddatabasedrivenexternalmarketingwhichwillworkon it’sownaswellascomplementeverythingyoudointernally.See example on page 7.

Ideally,youaredoingInternalandExternalMarketingconcurrently.IfthereisasuddenchangeinyourpracticesuchasthelossofalargereferralsourceyoucanalwaysincreaseyourExternalMarketing.Itislessriskytohaveamixofpatient referralsandExternalMarketing thana limitednumberof traditionalreferralsourcesandnoongoingExternalMarketing.

Practice ObjectiveWhat isyourobjective?Youcanhaveoneormultipleobjectives.Theyarethemostimportantpartofaprac-ticeplan,ormarketingplan.Once theobjective isde-finedyoucanthendeterminethestrategiesthatmustbeimplemented toachieve them.Eachstrategyshouldbesupportedbytactics.

Let’s look at some typical orthodontic marketingstrategies • Maintain/expandexistingreferralbase • Capturepotentialpatientsthathavebeenexposed toyourpractice • Accessnewpatientsthroughnon-traditionalsources • Generatefuturereferrals

Do you know your conversion rate? If it’s not 70% orhigher you have room for improvement. Why aren’t ahighpercentageofpotentialpatientsstarting?Isyourre-ceptionistconvertingphoneinquirestoconsults?IsyourTCconvertingtheconsultstostarts?Areyouattractingtherightpatients?If improvingyourconversionrate isastrategyitshouldbesupportedbytacticssuchasstafftraining,scriptingandlanguaging.

Examples of easy to implement and proven DatabaseMarketingtacticssuchasdirectmail,personalizedorth-odonticbooksandpatientpersonalizedcalendarscanbeseenonpages10and11.

What Will Database Marketing Do for Me?

• Make practice less • Increase awareness of who dependent on referring needs orthodontics dentists • Increase name recognition • Provide a new source of patients • Help communicate with current and former patients • Activate dormant referrals

Types of Database Marketing

• Internal - Pending, “Will-Call- Back” and Recall Patients.

• External - Marketing to prospects selected by demographic criteria.

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How to Mine Your Internal DatabaseWithmanyorthodonticpracticesoperatingbelowcapacityit’ssmarttoreconsidervaluationandmanagementof“pending/will-call-backpatient”lists.Plusbettermanagementofrecalllists.

The 2007 JCO Practice Study again reported the number of additional patients that could be handled without increasing the size of staff or facility stayed at 50, as in every survey to date.1

Orthodontists have to take care of themselves, like anybody else.A disciplined approach to internal data mining is very important.

Since it is common for orthodontists to offercomplimentary consultations many practiceshave listsof“potentialpatients” thathave takenthetimetocometotheofficeforaconsultation,

are in need of treatment, but for some reason have notstarted treatment. An established practice could easilyhave200to400ormoreofthesepatients.Toplaceavalueonthese“potentialpatients” takeanaveragefee($5000)and multiply by the total number of “potential patients”(400)400x$5000=$2,000,000.

Obviously,theprobabilityofthesepatientsstartingtreat-mentandtheirvaluedependuponhoweffectivelyyoustayincontactandwhatkindof incentivesyouoffer themtostart treatment. One thing is certain, better managementof“potentialpatients”resultsinahighernumberofpatientstartsandpracticerevenue.

Somepracticesmakephonecallsand/orsend3followuplet-ters over 18months and thenpurge thesepotential patientsfromthecomputer.Activelymaintainyourdatabaseandneverpurgeapotentialpatientunlessyoucanconfirmthattheyhavestartedtreatmentelsewhereormovedoutofthearea.

AtORECweoftencombineexternaltargetedclientmail-ings(postcardssenttopotentialpatientsselectedbydemo-

graphiccriteria)withinternaltargetedmailings(postcardscontaining a special offer and message sent to potentialpatients in the practice pending/will-call-back database).ThisinvolvessendingORECnamesandaddressinanEx-celfile.Wethendedupethetwodatabasesormailingliststoinsurethatnohouseholdreceivesmorethanoneofyourmailings.

Personalizedbooksandcalendarssentwithacoverletterarealsoexcellentways tostay infrontof thesepotentialpatients.Afteralltheyhavetakenthetimetocometoyouroffice for a consultation and you have an investment oftimeinthem.Thetimingmayormaynotberightforthemtostarttreatmentnow,butifyoustayinconsistentcontactandoffergood incentivesyouhaveahighprobabilityofmakingthemtherightofferattherighttimesometimeinthefuture.

Internaldatabases alsocontain recallpatients (not readytostarttreatment)andreferringdentists.Separatetargeteddatabasestrategiescanandshouldbedevelopedtostayinrelationshipwiththem.

1JournalofClinicalOrthodonticsVolumeXL1Number10,October20072007JCOPracticeStudy,Part1Trends.

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Analyze and Define Your Market AreaMarketAreaisdefinedbygeographiclocationandwherepatientscomefrom.MarketAreascontainanumberofdentists,activepatientsandpeopleinthegeneralpopulation.

First of all you must look at the dentists in yourarea.Howmanyofthemrefertoyou?Isthereahigh probability these referrals will continue inthe future?Howmanymorecould refer toyou?

Theaveragepracticestarts250casesperyearandreceives50%ofreferralsfromdentistsresultingin125patientsperyear.

Secondly,iftheaveragepractice(250startsperyear)re-ceives30%ofannualstartsfrompatientreferralstheyieldis75patientsperyear. In thisexample referringdentistsandpatientsaccountfor200ofthe250annualcasestarts.Theremaining50patientstartscomefrom“othersourc-

es.” That being the case the greatest potential is in thegeneralpopulationof190,000.BydoingaDemographicAnalysisusingcriteriasuchasgeographiclocation,drivetimetoyouroffice,householdincomeandactualpresenceofchildreninthehouseholdbetweenspecificageswecantypicallyidentifythousandsofpatientswithahighprob-abilityofneedingyourservice.OncetheAnalysisisfinal-izedthedatabasebecomesyourlistofpotentialpatients.2Thesepotentialpatientscanthenbeeasilyaccessedusingatacticsuchasdirectmail.

Where is the greatest potential?

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90 Dentists

500 Active Patients

190,000 General Population

If the 6 mile radiusshown in the mapcontained:

NapervilleAurora

North Aurora

Bolingbroook

Romeoville

Woodbridge

Lisle

Oswego

Downers Grove

60429

60446

60440

60077

6.0 ml.

60013

15 min.

60563

60540

60504

60564

60505

2OREChasbeendoingDemographicAnalysesfororthodontiststhroughouttheUnitedStatesforover14years.Refertowww.orec.comforadditionalinformation.


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Return on Marketing InvestmentAmethodologymustbedevisedtodetermineReturnOnInvestment.

Priortoinitiatingmarketingprogramsanobjectiveshould be established and each program resultshouldbecomparedtoprogramobjectivesaswellascosts.Resultsshouldincludenewpatientcalls

generatedaswellasstarts.Ifamarketingprogramgener-ates30callsbutonly8startsitiscertainlyworthwhilebuttheconversionrateislow.Ifthishappenstwoareasshouldbereviewed:1.Checktobesurethecriteriausedinbuild-ing the database is congruent with the practice objectiveandmarketingstrategyand2.ReviewreceptionistandTCtraining.

Once the number ofstartsandstartrevenuefrom a marketing pro-gramisdetermineditisimportanttobeabletomeasuretheincremen-talprofitpercentageorReturnOnInvestment.Incremental profitsare higher than aver-ageprofitsbecausethecalculationforaverageprofit takes into con-siderationalloverheadverses just the cost ofeach marketing pro-gram. In performingROIcalculationstrytothinklikeavisionaryormarketerasopposedtoacostaccountant.Ifamarketingprogramisburdenedwithallpracticeexpenseasopposedtotheincre-mentalexpenseandprofititbringsin,nobusinesswouldeverdoanymarketing.

DeanC.Bellavia,Ph.D.,M.S.usesfixedandvariableover-head calculations when figuring Return On Investment.“On average, for a typical practice grossing $500,000 to$1,000,000peryear,theaveragenetisabout45%ofcol-

lections. Studies have shown that this 55% overhead is85% (80% to 90%) fixed (occupancy, staffing, services,etc.)and15%variable(clinical/clericalsuppliesandlab).Thismeansthatforeveryextra$1,000,thedoctorgetstokeep$850becauseforeveryextrastarthe/sheisonlypay-ing for the supplies and laboverhead; the rest is alreadypaidfor.”3

Future ValueThereisoneotherpointtoconsider:Shouldeachmarketingprogramstandonitsownorshouldlongtermimplications

ofmarketingprogramsalso be considered? Iftheaverageorthodonticpractice receives 30%of referrals from pa-tients,chancesare thatthemarketingprogramin this example wouldnet an additional 1.2patient startsor an ad-ditional $6,000 in rev-enue. If your patientreferral rate is higherso are the Incremen-tal Profit and FutureValue.Attheveryleastyoushouldhaveagoodchance of starting the

patient’ssiblingsandparents–youhaveanexistingrela-tionshipandgenesworkingforyou.

How Return On Investment is Calculated

A.Numberoffullstartsfrommarketingprogram 4

B.Incrementalrevenueat$5,000percase $20,000

C.Variableoverhead@15%(BxC) 3,000

D.Marketingplancost 5,000

E.Incrementalprofit(B-C-D) 12,000

F.ReturnOnInvestment(E÷D) 240%

3TheDirectMarketingofOrthodontics,ORECProfessionalMarketingSystem,Inc.,2005

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Marketing versus SalesDon’tconfuseMarketingandSales

equivalentofefficientlyharvestingthecropsorconvertingconsultstostarts.

Apracticemustplanfortomorrowtomaintaingrowth.TheprimarysaleseffortbeginswiththereceptionistconvertingnewpatientcallstoconsultationsandendswiththeTCcon-vertingtheconsultationtoastart.Ifreceptionistand/orTCeffectivenessneedimprovementitmakessensetoimmedi-atelycontactoneofthemanyexcellentorthodonticconsul-tantsforhelp.Secondarysaleseffortsshouldalwaysinvolvefollow-upwithrecallandpending/will-call-backpatients.

3TheDirectMarketingofOrthodontics,ORECProfessionalMarketingSystem,Inc.,2005

Agoodmixtureofinternalandexternalmarketingislikeplantingseeds.

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A practicecanhaveatopnotchreceptionistand treatmentcoordinator(salespeople)butifthey aren’treceivinglargenumbersofnewpatient calls and qualified prospective patients theirexpertiseisunderutilized.

OnewaytoviewthedifferencebetweenSalesandMarket-ing is in terms of the difference between seeding a fieldandharvesting thecrops.Agoodmixtureof InternalandExternal Marketing is like planting seeds; without plant-ingtherewouldbenofuturecrops.Goodsalesworkisthe


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Three Key Database Marketing TacticsPersonalization(variabledata)canincreaseresponseratesbyupto40%

1.CustomDemographicPracticePromotion(CDPP)CDPPisanexclusivemailingprogramdevelopedfor theorthodonticindustryover14yearsago.Itisdatabasedriv-enmarketingthroughdirectmailthatenablesorthodontiststotargethighlyqualifiedhouseholds,withtheactualpres-enceofchildren,incloseproximitytotheiroffices.

The example below is a personalized postcard utilizing“variable data.”Thismeans every cardprinted is uniqueandcontainstherecipientsurnameinthetaglineand/orthecoupon.AllORECmailingsaredoneonageographicallyexclusivebasisandincludeaDemographicAnalysis,mail-inglist,copywriting,artworkandgraphiclayout,printing,sorting,bundling,deliverytothePostOfficeandpostage.

BenefitsofCDPPDirectMailTarget-ability.Whenyouuseityouselectexactlywhoyouwanttotalktoandyoudoitwithaprecisionnotpossibleinanyothermedium.

Efficiency.Youknoweverydollar you spend is directedatpeoplewhoaregenuineprospectsforyourservice.Youdon’tpayforcirculationtoprospectsthathavelowornoprobabilityofneedingyourservice.

Measurability. ThereisnoguessworkwhenitcomestotheresultsofaCDPPcampaign.Asresponsescomeinthevalueofyourmailprogramspeaksforitself.

Accountability.BecauseyoucanprovethatCDPPworksitbecomesitsownjustification.

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Visitwww.orec.comformoreinformation.

Terry A. Sellke, DDS, MS • Donald J. Reily, DDS, MS

1138 Main St. 7424 Hancock Drive 30 N. Slusser

Antioch, IL 60002 Wonder Lake, IL 60097 Grayslake, IL 60030

(847) 838-0105 (815) 653-2055 (847) 223-2876

It’s never too late to treat every member of the

Smith family to a beautiful smile!

Long after your children have forgotten the new bikes, electronic games and other

toys they had to have, you’ll still remember. And long after you’ve both survived

summer camp, sleep-overs and Drivers Ed, they’ll know how much you loved

them, because you gave them one thing they’ll never outgrow…their very own

confident smile.

Orthodontics is one of the best investments in self-esteem you can make for any

member of your family.

Present this card for a Complimentary Orthodontic Examination.

Team SR will make orthodontics affordable for anyone who

really wants braces, including 0% financing.

Offer valid October 15, 2006 through February 15, 2007

TSR1006

© OREC PMSI 2005 All rights reserved 200-408

Visit us at

www.sr-orthodontics.com

Mr.JohnSmith444MainSt.Antioch,IL60002 Shopping

List For the Smith

Family

• Jeans• Shoes• Shirt• A Beautiful Smile


™

Keith Hilliard, D.M.D., P.A.Orthodontic Specialist330 East Highland Drive 6430 Pearce Road

Lakeland, FL 33813Lakeland, FL 33809

(863) 644-0430(863) 859-3581Rest assured that when you and your family see Dr. Keith Hilliard,

you’ll get the most advanced, most caring orthodontic treat-

ment possible. He has helped Lakeland area residents achieve their

goals of better oral health, improved facial appearance and higher

self-esteem for over 20 years.A native Floridian, Dr. Hilliard graduated from the University of

South Florida. He graduated with honors from the University

of Kentucky College of Dentistry and received his Certificate in

Orthodontics from the Orthodontic Specialist graduate program

at the University of Alabama in Birmingham (UAB).Dr. Hilliard is a nationally recognized lecturer, an inventor of orth-

odontic products and a leader in his local, state and regional dental

and orthodontic specialty organizations. He is an active member

of the American Association of Orthodontists, the Southern

Association of Orthodontists and a past President of Polk County

Dental Association.

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Visit us at: www.drhilliard.com

2.SmileswithStyleBooksThe Smiles with Style book is a hit with patients andreferringdoctors.Thebooksareavailableinpersonalizedform and usually contain a doctor photo, biographicalsketch,andorthodonticandpracticeinformation.Theyareagreateducationalpiecetosendtothepending/will-call-backdatabasewithacoverletterremindingtheprospectivepatient about the benefits of orthodontics. Personalizedbooksalsofunctionaselaboratebusinesscardswhengivento top referring dentists.The dentists feel better handingthe patient a high quality and educational booklet and itmakesamuchgreaterimpactonthepatient(andparents)beingreferred.

3.CalendarsALoyaltyandBrandingGift forCurrentPatients,RecallPatientsandReferringDentistsandStaff.Agreatwaytostayinfrontofprospectivepatientsallyearlong.

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{ How we’ll get there }

Keith Hilliard, DMD, PAOrthodontic Specialist

Visit us at www.zaytounorthodontics.com

Dr. Henry S. Zaytoun Dr. Mary Paula Zaytoun Dr. Henry S. Zaytoun, Jr.A family practice with three board certified orthodontistsRaleigh5041 Six Forks Road

Cary100 Preston Executive Drive

(919) 782-6911

Garner611 Benson Road

Over 40 years of outstanding resultsVisit us at www.zaytounorthodontics.com

Raleigh5041 Six Forks Road

Cary100 Preston Executive Drive

(919) 782-6911

Garner611 Benson Road

A family practice with three board certifi ed orthodontists,and over 40 years of outstanding result

Dr. Henry S. Zaytoun, Jr.

Dr. Henry S. Zaytoun

Dr. Mary Paula Zaytoun

Please accept this “Mouse Pad” Calendarwith our best wishes for a Healthy and Happy 2008.

Visitwww.orec.comtoviewbookpdf’s.

Visitwww.orec.comtoview12monthcalendarpdf.

IS IT TIME TO PROMOTE YOUR PRACTICE? Choosing the best marketing strategies and tactics can be confusing but here’s what clears things up: good, dependable, objective advice from OREC. We have been serving the orthodontic profession for over 28 years and our motivation is to do what’s right for you. Visit www.orec.com or call 800-624-5517.

™

PROFESSIONAL MARKETING SYSTEMS

800-624-5517www.orec.com

Copyright2008ORECProfessionalMarketingSystems,Inc.

A GUIDE TO MARKETING YOUR ORTHODONTIC … guide to marketing your orthodontic practice brought to you by orec. a targeted approach to attracting patients in an increasingly competitive

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