Dr. Mark Wilhelm (a speciality dentist) used Personalized URLs to grow referrals from his area’s general dentists. A list of 468 local dentists was purchased from infoUSA. A personalized oversized postcard was sent out to each of the local dentists. Each postcard had a Personalized URL (or PURL) that drove people to a landing page containing a short survey and an offer to join a study club and to get referral cards. A $25 American Express gift card was also used to encourage visits to the PURL, but was positioned to be a secondary offer, keeping the focus on the Dr. Wilhelm’s practice rather than the gimmick.
- 21 dentists visited their PURLs with 11 filling out the survey
- 18 (94.74%) area dentists requested and received referral card packs
- 13 (68.42%) area dentists joined the study club