One of the challenges i-CAT owners face is getting their referring doctors to understand and implement cone-beam volumetric tomography into their flow of patient care. Understandably, in-office CT scanners are a big leap forward in terms of complexity and detail, and some dental professionals are reluctant to stop using what's they have used since they graduated from dental school. As with any new technology or idea resistance is to be expected, thus the beauty of the Case of the Month Marketing campaign. The best way to bring about change is to make repeated and memorable impressions and to incrementally expand others' familiarity and appreciation of dental applications of cone-beam tomography. This is intelligent dental marketing of the best type.

Buying an in-office scanner is the first and necessary step to offering the standard of care in your community. However, this is a formidable capital investment and must be accompanied by the necessary promotional strategy to get the corresponding returns. You have leveled the ground, amended the soil, built the raised beds, sowed the seeds, but without watering your garden properly and regularly, your hard work may go to waste. Be proactive, take charge of your future by promoting your scanner, and water your seeds instead of just hoping for rain.

Given that doctors' time is scarce we developed the Case of the Month referring doctor marketing campaign to be read and understood quickly. The one-page format communicates clearly and quickly how 3-D imaging has made a significant difference in the care of a particular patient. In the time it takes to wash hands between patients, a Case of the Month can be read and understood. The Case of the Month is not simply a marketing campaign, it is also an effective educational tool about the applications and benefits of 3-D imaging in dentistry and works for all 3-D scanners, not only the i-CAT. The way that this sequential marketing campaign works is that it points to the possibilities afforded by new technology and therefore expands the set of available options for diagnosing and treating patients. When referring doctors read the Case of the Month they quickly learn the shortcomings and risks of 2-D imaging vis-a-vis 3-D imaging in a variety of memorable contexts. For example, one of the Cases shows how a 2-D pano failed to reveal a precarious relationship between the inferior alveolar nerve and a third molar, and how 3-D imaging made the difference between likely nerve paresthesia and an uneventful procedure.

The Process
Bringing this campaign to life is remarkably simple for you, as we will design, print, deliver and even mail the campaign for you if you do not have your own database and mailing system. All you have to do is send us your logo and an example of work that's been done for you in the past so we can give it an authentic look; we take brand consistency seriously. Next, we customize a template that looks like it was produced specifically for your practice and send it for your approval. Once you approve the design your campaign goes to print. You will receive the entire year's campaign pre-dated and ready for monthly mailing within two weeks of approval. We recommend that you mail the complimentary introductory letter two weeks prior to the first mailing of the Case of the Month. 

In producing your Case of the Month (for both digital and print versions), there are three simple steps:

Step 1: Send us your logo & approve your customized template
Step 2: Mail the Introduction Letter once, then the Campaign every month thereafter
Step 3: Watch referrals increase


Pricing
Print Version: $12 per referring doctor per year
Digital Version: $3 per referring doctor per year
Both Print and Digital Versions: $15 per doctor per year
PLUS one-time $95 set up fee for print version, $49 for digital version

Money-Back Guarantee
Seldom do we get guarantees in life; our biggest decisions are often made without a safety net. Fortunately, this isn't one of life's big decisions and results are guaranteed. Marketing results are typically, inherently unpredictable, as are surgical outcomes and how a spouse will respond to a birthday present. But this is the kicker: We believe so strongly in the results of the Case of the Month that we are willingly taking the risk out of this equation. We have calculated the scenarios under which you will see a positive return on your marketing investment (ROMI) and the Case of the Month easily satisfies them. In other words, if you do not see a positive return on your marketing investment after the first year you are eligible to get a refund of the campaign's fees. The money back guarantee has a few simple conditions, which (not co-incidentally) are the same conditions needed for your campaign to succeed:

1. Mail the Introductory Letter before the first mailing of the Case of the Month.
2. Mail the Case of the Month in your own envelopes on the Friday prior to the start of the new month (regularity is crucial so that people can get in the rhythm of receiving their monthly gem).
3. Place Imaging Marketing on your mailing list.
4. Keep track of referrals from your community both before and after the Case of the Month campaign.