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Archive for August 28th, 2008
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| Objective: | To increase patient base by four new families and obtain referrals from existing patients. |
| Strategy Execution: | Since fear is one reason many people do not go to the dentist, a recruiting campaign adopted a “Relaxadactyl.” Tied to the dinosaur craze, this cartoon dinosaur “Relaxadactyl” was an easy-going character who loves to relax and any toothbrush-using dude that loves life and unwinds with its dentist. A magnet mailer offered a free logo T-shirt for an appointment for new patients or a referral by existing patients. The mailer graphics and copy emphasized the theme, e.g., “Why Is This Relaxadactyl Smiling?”, with the tag line “Going To The Dentist Is Fun.” |
| Results: | The client reported 20 new clients as a result of the promotion. It was also noted that NBC News did a feature story. |
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