Hold an “annual event.”  The event should be focused on achieving 6 to 12 months of referral marketing. An annual event also yields many touch points and that is critically important. We would like to see at least 12 to 15 touch points involved before the event ever takes place, during the event itself, and within follow-up communication. This way the event becomes more than an event and becomes 12 to 15 actual marketing strategies. The right number of touch points increases referrals, case presentations, and orthodontics starts.