The Client: Smile Dental Fitness Center is comprised of two multi-doctor dental practices in both the Peoria and West Pheonix area. Dr. Douglas M. Gordon has found that a multi-doctor dental practice makes it easier for his dentists to meet with each patient and accommodate their individual needs regarding dental hygiene.

The Challenge: Smile Dental Fitness Center got a jump-start on advertising in the service industry by taking advantage of relatively affordable television spots. When TV advertising became prohibitively expensive, Dr. Gordon switched his marketing strategy to direct mail. Unfortunately, direct mail advertising made it difficult for Smile Dental Fitness Center to determine its return on investment. Dr. Gordon decided to tap into Groupon’s massive group of opt-in subscribers and gain more local patients while still achieving a measurable ROI.

The Deal: Smile Dental Fitness Center featured a $12 dental exam, x-ray, and simple teeth cleaning on July 20, 2009, which usually costs a patient close to $139. Dr. Douglas Gordon decided that the steep discount was worth it, as he was confident that his practice’s excellent service would turn new patients into loyal clients.

The Results: Not only did Groupon bring in more than 700 new patients to Smile Dental Fitness Center, it also generated word-of-mouth marketing that continues to draw even more. Out of the more than 200 Groupons redeemed in the first month, close to 60 percent have booked additional appointments. Also, on average, Smile Dental has seen these repeat patients spend about $800 on extra services and treatments. The markedly busier ambience has raise the morale of the entire practice. In August alone, Smile Dental Fitness Center treated 228 new patients, more than double the usual amount of 100 to 110. Dr. Gordon is extremely pleased at how Groupon was able to get Smile Dental Fitness Center’s name out to a large percentage of intelligent, savvy Phoenix locals and is confident that his team can convert them into regular patients.

The Proof:

• Has treated more than double the amount of new patients in one month than they did prior to running with Groupon.
• Close to 60 percent have booked additional appointments.
• On average, they see repeat Groupon patients spending about $800 on extra services and treatments.