# Pricing - Patient Recall Engine

## The price

| | |
|---|---|
| **Setup** | **$4,500** one-time, per practice |
| **Monthly** | **$1,200** per month, per location |
| Term | Month to month after setup. 30 days notice. No annual contract. |
| Year one total | **$18,900** |
| Year two onward | $14,400 |

Multi-location: locations 2-5 are $900/mo each. Setup is $4,500 for the first location and $1,500 per additional location, since the PMS mapping is done once.

---

## What the setup fee actually buys

Ten business days of real work, which is why it is not refundable:

1. PMS export mapped and validated (Dentrix, Eaglesoft, Open Dental, Curve)
2. Model fit to the practice's own fee schedule and case acceptance history
3. Suppression rules built: deceased, moved, active complaints, legal holds, opt-outs
4. Five-touch sequence built and loaded into whatever delivery tool they already own
5. Copy templates drafted per segment and approved by the practice before any send
6. Front desk trained on the work list, about 90 minutes
7. BAA signed and data path documented

---

## The ROI math

**Base case: 3-operatory general practice, $2.4M collections, 1,600 patients lapsed 12+ months.**

### Value of one reactivated patient, year one

| Component | Amount | Basis |
|---|---|---|
| Prophy + periodic exam + bitewings | $268 | national average fee schedule |
| Perio therapy | $265 | $1,180 case value x 22.5% average likelihood, rising with months lapsed |
| Pre-existing diagnosed treatment accepted | $210 | average open plan on a lapsed chart x 52% case acceptance |
| New restorative found at the reactivation exam | $120 | scales with time since last exam x 45% acceptance |
| **Total first-year production** | **$863** | |

The median patient in our own demo cohort is worth $956. We quote $863 deliberately, because the number in the proposal should be one the practice beats.

### Incremental revenue

```
Lapsed patients                              1,600
Baseline reactivation with a blast tool          3%   =    48 patients
Recall Engine, conservative                     12%   =   192 patients
                                                        -------------
Incremental patients recovered                              144

144 patients x $863 first-year production      =  $124,272 gross production
Contribution margin at 62% overhead x 38%      =   $47,223 contribution
Less cost of the system, year one              =  -$18,900
                                                  ---------
Net gain, year one                             =  +$28,323
```

**ROI on spend: 1.5x. Payback: 146 days.**

### Sensitivity

| Reactivation rate | Incremental patients | Gross production | Contribution | Net year one | ROI |
|---|---|---|---|---|---|
| 6% | 48 | $41,424 | $15,741 | **-$3,159** | -0.2x |
| 9% | 96 | $82,848 | $31,482 | +$12,582 | 0.7x |
| **12% (base case)** | **144** | **$124,272** | **$47,223** | **+$28,323** | **1.5x** |
| 15% | 192 | $165,696 | $62,964 | +$44,064 | 2.3x |

**Break-even is 6.6% reactivation on the full lapsed list.**

Below that this loses the practice money. That number goes in the proposal and gets said out loud on the call. Roughly one practice in five does not clear it, usually because the lapsed list is under 800 patients or the average age of the lapse is past four years. Those get a no.

Year two is better than year one on the same performance, because the $4,500 setup is gone: at 12%, net becomes +$32,823 on $14,400 of cost, a 2.3x ROI.

---

## What it replaces, in dollars

This is not primarily a cost-replacement sale, and pitching it as one undersells it. But the displacement is real:

| Line item | Annual cost | What happens to it |
|---|---|---|
| Part-time reactivation caller, 10 hrs/wk at $24/hr loaded | $12,480 | Eliminated. The work list is short enough for existing front desk. |
| Standalone reactivation campaign add-on from the recall vendor | $1,800 - $3,600 | Cancelled. This replaces the targeting layer. |
| Marketing agency "patient reactivation campaign" project fee | $2,500 - $6,000 one-off | Not repeated. |
| New-patient acquisition to fill the same chairs (144 patients at $290 blended CAC) | $41,760 | **This is the real comparison.** |
| **Displaced, conservative** | **$16,780 - $22,080/yr** | vs. $14,400/yr ongoing |

The honest framing: the system costs less than the part-time caller it replaces, and the 144 patients it recovers would cost $41,760 to acquire as new patients through ads. Reactivation runs about $131 per acquired patient at this price. Paid search for a general dentistry patient runs $250-$400 in most metros.

---

## Margin math (my side)

Per practice, monthly:

| | |
|---|---|
| Revenue | $1,200 |
| Inference (scoring + copy generation, self-hosted on owned hardware) | ~$0 marginal, hardware already amortized |
| SMS/email delivery | $0 - practice sends through the tool they already pay for |
| Data storage and pipeline | ~$8 |
| My time: monthly refit, work list QA, production report | ~2.5 hrs |
| **Gross margin before my time** | **~99%** |
| **Effective hourly at 2.5 hrs/mo** | **~$477/hr** |

Setup: $4,500 against roughly 14 hours of work = $321/hr, and it is front-loaded so it funds the month-one cost of onboarding.

**Capacity:** at 2.5 hrs/month per practice plus 14 hours of setup, one operator can carry about 25 practices before ops time becomes the binding constraint. That is **$30,000/mo recurring** at full load.

**The scaling constraint is onboarding, not operations.** 14 hours of setup per practice means about 6 new practices per month at half-time. The fix is templating PMS mapping per system (Dentrix once, Open Dental once) which should take setup to under 6 hours by the fifth practice on a given PMS.

---

## Discounting policy

No discounts on monthly. Ever. The monthly is what makes the business work and cutting it signals the price was invented.

Two levers instead:

1. **Setup deferral.** Split $4,500 across the first three months for a practice with real cash timing constraints. Same total.
2. **Pilot scope.** $2,500 setup for a single-segment pilot: score the list, work only the top 200, 60 days, then decide. Converts at a high rate because the ranked list itself is the proof. Full setup fee applies on conversion, less the $2,500.

If a practice will not pay $1,200/month, they are below the ICP line on collections and the ROI will not land anyway. That is a qualification failure, not a pricing failure.