Class:
Consumer Promotion

Type:
Under $10 Per Recipient

Objective:
To increase patient base by four new families and obtain referrals from existing patients.

Strategy and Execution:
Since fear is one reason many people do not go to the dentist, a recruiting campaing adopted a "Relaxadactyl" was
1) an easy-going character who loves to relax,
2) 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.