One-off campaign

Limited offer campaign with a defined start and end date.

The Contact List is created as a one-off.

Continuous campaign

No defined end date.

The campaign can be paused and re-started, but is intended as a rolling strategy.

The Contact List evolves continuously. For example:

• Patients who register with the practice after start of the campaign may be added to the campaign if they meet the criteria for the Contact List.
• An existing patient previously didn't qualify for the contact list, but passes the query when the contact list is run again (for example a young patient now qualifies as an adult after their latest birthday).
• A patient who was in the contact list and campaign no longer qualifies so is removed from the list and from the campaign (for example, a patient who was initially in a child campaign no longer qualifies after their latest birthday).
• Patients who re-qualify for the Contact List on conclusion of their Patient Reset Interval will be re-added to the Contact List (see Patient Reset Interval explanation below).

Automated campaign

The design and sending of media is automated, including patient marketing opt-outs.

Manual campaign

Practitioners design and send campaign media themselves.

Campaign Reason

Campaigns are categorised by Campaign Reason:

• Product and service information or promotions
• Newsletters
• Important Notifications

Patient Reset Interval

From v12.1 this is an optional setting (you can set it to zero months).

This is an automated campaign exclusion period (in months) for patients, as customised by the practice.

During this Interval a patient doesn't qualify for the contact list on which the campaign is based, and is therefore not included in the campaign.

How this works:

Following a campaign contact or a completed appointment resulting from a campaign contact, patients are rested from similar purpose campaigning for this Patient Reset Interval.

"Similar" is defined as similar in reason (purpose) for the campaign - see the Campaign Reason list above.

So if a patient is sent any campaign material by reason of Newsletters, then that patient is rested from further Newsletter campaigning for the duration of the Patient Reset Interval.

Term

Explanation

Example

Campaign period

The period from start to end of a campaign

The one-week Whitening special offer campaign runs from 1 July to 7 July.

Direct campaign patients

Direct-marketing patients who are included on a campaign contact list

Patients who at some point expressed an interest in Whitening, so have been listed as recipients of a Whitening special offer pamphlet

Indirect campaign patients

Indirect-marketing patients who are not included on a campaign contact list

Patients who don't seem likely candidates for the Whitening special offer campaign, so have not been included on the special offer list

Primary Services

Services that relate to a campaign

A Whitening service during a Whitening special offer period

Secondary Services

Services that do not relate to a campaign but nevertheless occur during the campaign period

A scale and polish during a Whitening special offer period

Term

Colour

Explanation

Example

Direct Primary

Campaign-listed patients with campaign services

The patient was sent a Whitening special offer pamphlet and came in for Whitening

Indirect Primary

Non campaign-listed patients with campaign services

The patient was not sent a Whitening special offer pamphlet but came in for Whitening during the special offer period.

Direct Secondary

Campaign-listed patients taking advantage of primary campaign services who also had non campaign (secondary) services during the campaign-appointment.

!) The patient was sent a Whitening special offer pamphlet and came in for Whitening, but also had a scale and polish.

2) The Patient was sent a crown discount pamphlet and came in for an exam and xrays as part of the crown treatment, with the crown being invoiced last. The exam and xrays are counted as secondary treatments associated with the campaign.

(Not applicable)

If campaign-listed patients book appointments for non-campaign services they are not considered to have responded to the campaign, and don't count in the campaign appointment booking figures.

The patient was sent a Whitening special offer pamphlet but never responded to it.
However, during the campaign period this patient made an unrelated appointment for a scale and polish.