text: Let’s say, well that’s a perfect example. You send your postcards to the middle. You send your tri-folds to the top. And, you get 12 calls from the middle, 8 calls from the top. You get a nice blend of volume quality and pretty soon when your capacity fills up you can slow down and mail them to the middle. Push that money or that marketing investment more over to the top. Makes perfect sense. It’s like a throttle, it’s like a volume knob on a radio you just turn it up and turn it down. So anyway, let’s see…we recapped the two halves of the dental market from our first podcast, right?
  Mark: We went through the result characteristics of each half. What you should expect from each half if you used your marketing dollar to after them. We talked about targeting each half. We talked about targeting in general actually and we talked about how most media types are not really targetable or certainly not as targetable as mail. Mail is the ultimate targeting machine. And how to communicate to each half and what to communicate to them with. Either a postcard or a brochure type. I would even go Howie, I would go as far as…we have customers who their practice is at a certain point. They’re happy with the capacity, they’re happy with the revenue’s…but maybe they are in their 50’s and they want to do more cool dentistry, right, the fun stuff.
  Mark: We have clients like that. We have a ton of clients like that. So what we do in those cases is we target the top 10% and we send them 8-page magazines all about the practice. That’s another way you can use mail to minimize your expense and maximize the possibility of a great return. Now magazines, they don’t hardly get any volume of calls…maybe 10 or 12 per drop. But the average revenue per patient off of them is astronomical, so you really only need 1 to cover an entire year or year and a half magazine campaign.
  So anyway…so those are the two halves of the dental market, what they mean or could mean to your practice when you make a decision on where you use your marketing dollar. How to target them. What to send them. It’s not a simple as you think but then again when you think about it and talk about it, it’s not really complicated, it’s logical in its nature. Got anything else to add Howie?
  Howie: No I don’t. I think our time is up for this week. I hope whoever is out there listening on whatever channel you are listening to us on will come back again and listen some more.
  
  Hong Kong’s mass protest is networked. Activists are relying on a free app that can send messages without any cellphone connection.
  Since the pro-democracy protests turned ugly over the weekend, many worry that the Chinese government would block local phone networks.
  In response, activists have turned to the FireChat app to send supportive messages and share the latest news. On Sunday alone, the app was downloaded more than 100,000 times in Hong Kong, its developers said. FireChat relies on “mesh networking”, a technique that allows data to zip directly from one phone to another via Wi-Fi or Bluetooth. Ordinarily, if two people want to communicate this way, they need to be fairly close together. But as more people join in, the network grows and messages can travel further.
  Mesh networks can be useful for people who are caught in natural disasters or, like those in Hong Kong, protesting under tricky conditions. FireChat came in handy for protesters in Taiwan and Iraq this year.
  But they also come with risks. Hans-Christoph Steiner at The Guardian Project, which helps activists circumvent censorship, warns that Firechat has no built-in encryption, so messages can be read by anyone within range. “This is not nearly as bad as one central authority being able to read all the messages. Nevertheless, it is something that at-risk users need to be aware of,” he says. FireChat has said it aims to add encryption in the future.