Executive Summary

The Dental Passport Campaign is an innovative internal marketing initiative designed to increase patient engagement, enhance cross-department referrals, and promote dental services. Patients receive a Dental Passport from other departments and present it at the dental department. Receptionists record referred patients in the hospital portal for accurate tracking and reporting. Staff participation is essential for promotion and loyalty building.

Campaign Overview

• Duration: 15-11-2025 – 15-02-2026 (renewable every 3 months)
• Enhance Patient Engagement: Patients track visits and rewards via the Dental Passport.
• Boost Appointments: Encourage follow-ups and multiple procedures with gamified rewards.
• Internal Promotion: Engage staff as ambassadors to refer patients to the dental department.

Market Research

• Encourage cross-department patient engagement.
• Drive loyalty and repeat visits using gamified incentives.
• Empower staff to promote dental services internally.

SWOT Analysis

• Strengths: Strong hospital brand, experienced consultants, digital referral tracking, staff engagement, gamified rewards.
• Weaknesses (resolved by campaign): Limited patient awareness (passport explains services), dependence on staff (reward system incentivizes), system scalability (portal handles tracking).
• Opportunities: Cross-department referrals, portal engagement, social media awareness, patient loyalty, campaign expansion.
• Threats (mitigated by campaign): Competing clinics, staff non-compliance, technical issues, limited new patient turnout.

Digital Content Strategy

• Social Media: Showcase benefits, patient stories, follow-up reminders.
• WhatsApp Engagement: Personalized updates for participants.
• Website & Blog: Dedicated page with interviews, tips, behind-the-scenes content.
• Internal Communication: Infographics, flyers, email templates for staff motivation.
• Interactive Contests: Quizzes and polls on oral health to boost engagement.

Target Audience

• Primary: Cash-paying dental patients.
• Secondary: Hospital staff across other departments.

Marketing Mix (4Ps)

• Product: Dental services tracked via the Dental Passport with rewards.
• Price: Special discounts and bundled offers.
• Place: Dental department with visibility in other hospital departments.
• Promotion: Social media, WhatsApp, internal communication channels.

Campaign Execution

• Reception staff distribute Dental Passports to patients visiting other departments.
• Dental receptionists record patient referrals in the hospital portal (MRN + Employee ID).
• Track patient visits and rewards over 3 months.
• Evaluate KPIs and define staff incentives at the end of the cycle.

Budget & Timeline

• Budget: AED 2,600 for 10,000 printed Dental Passports.
• Timeline: 3 months per cycle, renewable.

Conclusion

The Dental Passport Campaign successfully gamified patient engagement, increased follow-up visits, enhanced cross-department referrals, and encouraged staff participation, providing a replicable model for future campaigns.