Dental Service Organization
Challenge:
A DSO with over 300 locations came to Darwill for a comprehensive direct mail strategy to grow their patient base. Prior to working with Darwill, the DSO relied on TV, radio, and digital and did not see the return on investment (ROI) needed for substantial gains.
Solutions:
Darwill worked with the DSO to create 15 targeted direct marketing campaigns with specific offers and messaging that were tested to patients, inactive patients, and new mover audiences. These tests narrowed down the creative that produced highest ROI for each segment, so the DSO could then roll out the strategy across all locations and develop an annual plan. Darwill turned an $102,575 investment into $1,004,000 of revenue - an ROI of 879%!
Reactivation
- Audience: Inactive Patients
- Gross Response Rate: 1.43%
- Number of Pieces: 25,000
Gross Calls: 357
ROI: 527%
Year End Benefits Letter
- Audience: Active Patients
- Subset: Patients w/unused benefits
- Gross Response Rate: 2.41%
- Number of Pieces: 58,735
Gross Calls: 1417
ROI: 1120%
Laminated Reminder Postcard
- Audience: New Movers
- Gross Response Rate: 1.18%
- Number of Pieces: 108,692
Gross Calls: 1287
ROI: 408%
