Fastest, Easiest New Patient Magnet … Billboards! Rock River Dental Says, ‘Deploy Billboards!’ By Dr. Leslie Showalter
I’ve been a member of the Gems Family for over three years now, and I have to say it’s been an unbelievable experience. I love collaborating to use the resources that apply directly to our practice. Our results speak for themselves. We’ve increased our revenue every year since joining, and our team is more invested in the practice than ever. When you’re operating in a small town as we do, you have to get creative with your marketing. Most would interpret that as “I need to find the sleekest way to increase new patient flow,” but in actuality, we had to go a much more traditional route. Fort Atkinson, Wisconsin, is a city of 12,000 people between Madison and Milwaukee. Much of the traffic that goes through our streets is from people traveling to those locations, but since our practice is on the outskirts of town, many people who live here didn’t know we existed. We knew this problem needed to be solved, and when we heard Dr. Orent mention billboards, our ears perked up. We started with one billboard with the simple objective of pointing locals to our practice. Literally. The first billboard was about half a mile away and told everyone where to look. It didn’t take long for patients to take notice, and we started to see more traffic as a result. I even heard, “Oh yeah! I’ve seen your face on that billboard.” Not too long after the first billboard went up, the company that manages them called us and asked about one 15 minutes outside of town. They were having some trouble filling the space, so they offered it to us for half price, and we took it. The process was very easy for us as a staff. We emailed our Gems Concierge and told them we were putting up a new billboard. The company that rents the ad space helped with the design, and Dr. Orent
assisted with the ad copy and layout. Once we had a final mock-up, I sent it back to Dr. Orent and he tweaked a few parts. He was more than willing to help with ideas and make sure we got the most out of our investment.
The results:
CAMPAIGN 1
Months Ran Cost/Month Total Cost New Patients Revenue Net Total
Billboard 1
35
$495
$16,602 32
$75,143 $58,541
Billboard 2
23
$249
$5,976 11
$13,957 $7,981
CAMPAIGN 2
Months Ran Cost/Month Total Cost New Patients Revenue Net Total
Billboard 1
6
$495
$2,970 15
$18,451 $15,481
Billboard 2
6
$249
$1,494 3
$6,846 $5,352
Between the two billboards, we’ve paid $27,042.00 over the last 3 1/2 years. Not including secondary referrals, we’ve generated revenue of $114,397.00. After accounting for the ad costs and assuming that variable expenses to treat were roughly 15 percent (lab, office, and dental supply), our net profit was roughly $70,000.00. The GG12 tracking form gives us a great framework in which we’re able to compile specific data that helps us track new patient numbers, ad costs, and production from the new billboards (and any other ad sources). In addition to considerable tangible benefits, we’ve also seen a massive increase in overall exposure. People know where our practice is and who we are.
When you factor in the assistance from the Gems team, the bottom line increase, and the mass exposure, your next question shouldn’t be “Do I
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