Hey there, Nifty Thrifty fam! This week I got to hang out with one of my favorite people in the dental marketing game… Aaron Boone, CEO & founder of MVP Mailhouse and long-time supporter of our community.
You might know Aaron as “the mailer guy,” but that honestly sells him short. He’s a former pro football player who took the mindset from the field film study, analytics, game plans, controlling the variables and brought it straight into dental direct mail.
This isn’t just “send some postcards and hope.”
This is Most Valuable Practice energy.
Direct Mail… but Actually Smart
A lot of us started the way I did:
- Dragging boxes of mailers to the post office
- Mailing entire zip codes
- Hoping the phone might ring
Aaron politely (and accurately) pointed out that I was:
- Mailing people who were already my patients
- Mailing neighborhoods that produced low value treatment
- Wasting money on areas that weren’t likely to convert
MVP Mailhouse flips that on its head.
They start with your existing patient data. They literally:
- Pin-drop your current patients on a map
- Look at where your best cases and highest production come from
- Identify your “goldmine” neighborhoods
- Exclude your current patients from getting the mailers
Instead of random circles around your office, you’re targeting the right homes the ones most likely to respond, spend, and stay.
Heatmaps, Not Hunches
One of the coolest things MVP does is build a heatmap of your patient base.
They don’t assume patients come from a perfect radius. They consider:
- Highways, rivers, city centers
- Where people actually commute from
- Which neighborhoods produce high value patients versus low production
Then, they design a campaign that:
- Targets your best performing areas
- Avoids dead zones
- Stops you from subsidizing marketing to people who are already patients
It’s like discovering hidden money in your own backyard.
Call Tracking That Actually Means Something
Here’s where it gets really wild.
Every mailing, every area, every campaign gets its own tracking phone number. That number:
- Rings straight to your office
- Is recorded
- Is graded by MVP’s team
They listen to every call (yes, really) and score:
- Did the team answer?
- Did they offer the right services?
- Did they ask the right questions?
- Did they get the appointment scheduled?
You find out:
- Who on your team is a closer
- Who struggles on the phone
- Which offers patients actually call about
- Whether the problem is the mailer… or the handoff at the front desk
Aaron doesn’t just send postcards, he helps you plug leaks all the way through the funnel.
From “Impressions” to Real Revenue
This is the part I love the most.
MVP doesn’t stop at “we got you X calls.”
They run a full ROI audit:
- Match every new patient to every house that got a mailer
- Match every tracked call to the caller’s name and your PMS
- Match every dollar of production from those patients back to the campaign
Then they show you:
- How many new patients came from the mailers
- How much production those patients generated
- How much you invested in mailers
- Your true ROI dollars in vs. dollars out
In my own practice, they found over $100k in production that was originally being attributed to “Google,” “drive-by,” “website,” or not tagged at all, but it actually started from MVP’s postcards.
That’s the power of clean data.
What If Mailers Aren’t a Fit?
This is another reason I trust Aaron.
He openly admits there are situations where direct mail is not ideal like some dense downtown high-rise markets where the economics just don’t make sense.
If that’s your situation, he’ll tell you.
No long-term contract. No guilt. No pressure.
He wants wins on both sides, not just “sales.”
From the Field to the Mailbox
Aaron’s background in pro football shows up in how he runs MVP:
- Control the variables
- Study the film (in this case, calls & data)
- Adjust the game plan
- Play to win, not just to look good on paper
Direct mail isn’t about pretty postcards.
It’s about predictable new patients and measurable revenue.
If your current marketing partners can’t tell you:
- Exactly how many patients they drove
- Exactly how much production came from those patients
…it might be time to add someone to your roster who can.
Ready to See What Your Map Looks Like?
If you’re:
- Doing no mail
- DIY-ing your own mailers
- Or working with a generic printer
…you owe it to yourself to at least see your heatmap and find out where your real opportunities are.
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👉 Grab the deal here:
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✉️ Sponsor
This episode is sponsored by MVP Mailhouse, the direct mail partner that speaks dentistry and backs everything with real data and ROI.
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