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.

The Results:

• 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

PODi is offering this case study free for a limited time.

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