Marketing Meeting Recap

Referral Health Snapshot

Key Discussion Topics

• Referral Base Erosion: Referrals are down 53 (-18.7%) over the previous 90 days compared with the 90 days before, and September alone was down 46 referrals. Over the same period, 17 providers who referred in the prior 90 days have not referred since, and several green providers are trending down.
• Outreach Volume Vs. Goal: The goal set in June is 14 office visits per week (about 56 per month). August came in around 27 visits, roughly half the goal, and September fell slightly short. Rain, providers who rotate across several Las Cruces offices, and Alyssa's vehicle needing new tires have limited visits, especially out of town.
• Asking Why Referrals Have Stopped: Alyssa regularly checks in on mutual patients and always hears that things are going well, but hasn't directly asked lapsed providers why they stopped referring. Jayme recommended leading with the fact, e.g., "I wanted to stop by because I see you haven't referred to us in over three months."
• Dr. Kalish's Role In Relationship Building: Doctor-to-doctor relationships need to be established by Dr. Kalish, with Alyssa reinforcing them. He already has dinners about weekly or every other week and texts referring doctors about patients, so a quick text to dormant providers ("I haven't seen a patient from you in a while, what's going on?") could go further than a coordinator visit. His lunches and dinners need to be shared with the team as they happen so they can be tracked.
• Logging Marketing Events: Events should be logged after they take place, with only the providers who attended. Invitations and flyer drop-offs count as monthly outreach. Each doctor dinner should be its own "VIP Dinner" event so its cost and ROI can be measured separately. A standardized event-logging process is in development, so this guidance may be updated in the next 30 days.
• Case Acceptance: Average accepted treatment has dropped nearly $1,000 from the trailing-12-month average of about $4,300. This sits outside referral marketing but is also affecting practice goals.

Marketing Initiatives Discussed

• 10/17 Game Suite Event: Green and yellow providers have been invited. Dr. Kalish should spend more time with yellow providers than greens, and connect with Dr. Frizzell and the Lunch and Learn providers who are currently in the red.
• Catered Lunches For Out-Of-Town Offices: For offices too far to visit regularly, send catered lunches (optionally with a Lunch and Learn flyer). Another SGA practice with limited capacity sent two lunches per week all summer, chosen from its marketing dashboard with a focus on top referrers. Face-to-face visits are still needed, just less often.
• Coffee Or Ice Cream Truck Drop-Ins: A coffee or ice cream truck for a top referrer, a lapsed referrer, or a newly referring office is a good option when budget allows (a past ice cream truck ran about $300).
• Prospecting Non-Referring Practices: Use AI tools to find practices within about a 10-mile radius that have never referred. Alyssa is already doing this: the Deming and Silver City trip included an office with three providers not yet in the system, and Dr. Kalish suggested stopping in at Dr. Wolf's office, which referred heavily in the past.
• Complex-Case Partnership Letter: Position Dr. Kalish as a partner to general dentists who place their own implants, so complicated cases come to him rather than being handled in-house. Jayme will look for a letter used for this purpose at another SGA practice.
• November 3 Lunch And Learn: A Lunch and Learn is being set up for November 3.

Wins & Opportunities

Action Items