Case Studies

Dr. Damon Johnson

Now, after pushing the oppressive forces aside, it's a fine example of what a practice can be. He installed a chrisad site sign and distributes about 70,000 chrisad direct mail brochures into his market each year. His marketing costs are about $30,000 per year and he will soon be adding a hygienist to increase capacity for his projected 20-30% growth next year.

"With the help of chrisad marketing, we dropped our PPOs and doubled the size of our practice, and now we are much more profitable, too!" Dr. Johnson states.

"I really don't understand why anybody puts up with the hassle of insurance companies," Dr. Johnson asserts. "The vast majority of Americans either have Indemnity Insurance or will pay cash for dental services. Why would we mess around with a patient who would pay us less than our full fee for our services?"

No, it wasn't easy. In 1998, just before he became a chrisad client, Dr. Johnson sent out a letter to all of his patients tactfully telling them about the change. Most patients did not come back. However, as you see from the graph, he simply replaced his PPO patients with marketing stimulated full-fee patients, and increased his rate of growth.

"Efficient marketing is the key here. That way you won't be held hostage to the insurance companies. You have the power to go out and reach the 70% or so of Americans who will pay your fees," according to Dr. Johnson.

Of course, "dropping insurance" is not something to be done without adequate preparation. Every marketplace has slightly different dynamics and must be examined on a case-by-case basis.

And no, we do not recommend sending out letters. We have found that explaining the change eye-to-eye, face-to-face with the patient is the best approach. It is in fact this level of personalized attention and care that will more likely justify (in the mind of the patient) any alteration of the fee or payment structure.

Dozens of chrisad clients have made the change and almost all wonder why they waited so long. The approach is extremely sensitive. One ill-advised move can blow the whole thing. Chrisad has a number of papers outlining various approaches that you may elect to peruse. Please call us today for more information.