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samboenits
samboenits

A Toot for Products That Work

A Toot for Products That Work

4/12/2014 11:58:45 AM   |   Comments: 0   |   Views: 1640
Dental marketing can always provide a needed boost when properly applied.  There are never any guarantees but properly timed and tested methods can always provide that higher probability of success.

Enter Viva Referral Cards. I have no connection with this company other than we currently use their product and I've been particularly impressed with our success. As a marketing manager for two large dental practices I'm always willing to share a bit on those products that are sure to jump start your internal and/or external campaigns. Asking for patient referrals is a much easier prospect when armed with the proper tools and, I've gotta say, Viva's definitely made this part of our internal efforts a much easier process.

We've all seen the various methods and/or products available for this very purpose. Many of you are likely using certain methods and/or related products that have made asking for referrals a very successful venture. Keep doing what you're doing, if this is the case, and don't change a thing (I'm a big proponent of the "if it ain't broke then leave it alone" approach to things; especially marketing things). Those of you with successful referral systems can stop reading now (unless, of course, you're always looking at and researching "all things new" and different). So, what is it that sets Viva apart and causes me to "toot" their horn a bit? As a marketing guy I really appreciate any kind of product and/or service that truly has some valuable distinctions (Viva definitely fits this bill).

So ... what are the things that make Viva different than all the other referral tools out there?  Let's take a closer look (this is my personal take ... some of these things you will find on Viva's website but I wouldn't be repeating these things if I thought these considerations were just another form of hype; I have no interest in this company other than I like their product and system):

#1.) They have a very high quality product. The referral cards themselves are credit card quality (durable and, because of this, unlikely to be thrown away). Glossy and appropriately branded so your practice is adequately represented within your current brand strategy. They are easy to transfer to your adoring patients because of this "quality feel" and the consistent messaging they extend per other broadcast systems you currently have in place. It just feels like a "quality transaction" when you hand these cards to your patients.

#2.) They are track-able. Viva's tracking system lacks very little, if anything. Every card has a magnetic strip on the back side (again ... very similar to the credit card thing I mentioned above). Encoded within this strip is your staff member's name that distributed the card, the patient's name it was handed to, and the referred patient's name that used the card to enter your practice for the very first time. Valuable information for sure! And all of it can be referenced via Viva's custom web portal that you can use for encoding of the cards and then tracking them accordingly. A very neat and substantive system that permits a quick look at staff performance and the rewarding thereof if you should ever chose to do so.

#3.) They work. Real results! No hype!! Every market will respond in different fashion but we use them in 2 separate markets (both markets are very competitive by the way).  One of the markets nets us a 6.5% response rate while the other nets us a 2.5% response rate (both of these rates are slowly rising, by the way, as staff continuously customize their "personal scripts" in the presentation of these cards to patients). We allow the "personal presentations" because our little bonus system assures staff investment in the success of this little program. One market nets 6 new patients for every 100 cards distributed and the other nets 2 new patients (a rising number in each case and a significant return on our investment).

My clients use Google Adwords for part of their external marketing strategy but I wholly advocate a strong internal system to boost the value of any/all external efforts. Viva significantly strengthens your internal strategy and thereby adds significant value to all your external efforts. You may contact me directly if you have questions ... I am more than happy to share my personal experience with this great product!

Wishing You the Best in 2014
Steve
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