# Statement of Work
## Digital Patient Experience Transformation
**Prepared for:** Aspen Dental Management, Inc.
**Attention:** Rachel Kim, CMO
**Date:** February 3, 2026
**Version:** 1.0 (Draft)
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## 1. Engagement Overview
Aspen Dental is pursuing a digital-first patient experience transformation at a critical moment: patient acquisition costs have risen **40% year-over-year** (from $180 to $252 per patient), directly threatening the economics of the planned expansion into **15 new markets**. Meanwhile, the tele-dentistry pilot has demonstrated a **23% improvement in new patient conversion**, but franchisee adoption remains below 30%.
This engagement will design and operationalize a digital transformation strategy that reduces acquisition costs, scales proven digital tools across the franchise network, and positions Aspen Dental ahead of competitors including Heartland Dental and Pacific Dental Services.
## 2. Objectives
- **Reduce patient acquisition cost by 20-25%** through digital channel optimization and funnel redesign
- **Increase franchisee adoption of digital tools to 70%+** through an enablement program built on practice-level ROI proof
- **Scale the tele-dentistry program** from pilot to network-wide deployment with a clear operational playbook
- **Create a replicable digital launch kit** for the 15 planned new market expansions
- **Build internal capability** so the digital transformation sustains beyond this engagement
## 3. Scope of Work
### Workstream 1: Digital Marketing Optimization
Redesign the patient acquisition funnel to reduce CAC while improving conversion quality.
- Audit current channel performance across paid search, social, display, and referral programs
- Analyze CAC by channel, by market, and by franchise tenure cohort
- Develop optimized media mix model with target CAC thresholds per market
- Design and launch 3 test campaigns in high-opportunity markets
- Build a real-time acquisition cost dashboard for the marketing team
- Create digital marketing playbook for new market launches
### Workstream 2: Tele-Dentistry Scaling
Transform the successful pilot into a network-wide capability with clear operational standards.
- Document pilot learnings and success factors from the initial 23% conversion lift
- Design the scaling playbook including technology requirements, training materials, and scheduling protocols
- Develop franchisee onboarding program (target: reduce onboarding from 6 weeks to 2)
- Create patient communication templates and consent workflows
- Define quality metrics and monitoring framework
- Plan phased rollout across franchise network (3 waves)
### Workstream 3: Franchisee Enablement
Build the organizational bridge between corporate digital ambitions and franchisee readiness.
- Conduct listening sessions with 10-15 franchisees across tenure cohorts
- Develop practice-level ROI calculator for each digital tool
- Create a "Digital Champions" peer mentorship program using early-adopter franchisees
- Design a tiered incentive structure for digital tool adoption milestones
- Build a quarterly franchisee digital health scorecard
- Produce case studies from top-performing pilot franchisees
## 4. Deliverables
| # | Deliverable | Workstream | Format |
|---|------------|------------|--------|
| 1 | Channel Performance Audit | WS1 | Data report + executive summary |
| 2 | Optimized Media Mix Model | WS1 | Interactive model + recommendations |
| 3 | Digital Marketing Playbook | WS1 | Operational guide (new markets) |
| 4 | Tele-Dentistry Scaling Playbook | WS2 | Operational guide + training materials |
| 5 | Franchisee Onboarding Program | WS2 | Program design + facilitation guide |
| 6 | Practice-Level ROI Calculator | WS3 | Interactive tool + documentation |
| 7 | Digital Champions Program Design | WS3 | Program blueprint + launch plan |
| 8 | Franchisee Digital Health Scorecard | WS3 | Dashboard design + implementation guide |
## 5. Timeline
### Phase 1: Audit & Discovery (Weeks 1-4)
- Channel performance deep-dive and CAC analysis
- Franchisee listening sessions
- Tele-dentistry pilot documentation
### Phase 2: Strategy & Design (Weeks 5-10)
- Media mix optimization model development
- Scaling playbook and enablement program design
- ROI calculator and incentive structure development
### Phase 3: Pilot & Launch (Weeks 11-16)
- Test campaign launches in 3 markets
- Digital Champions pilot cohort activation
- Tele-dentistry Wave 1 rollout (50 offices)
### Phase 4: Measure & Refine (Weeks 17-20)
- Campaign performance analysis and optimization
- Franchisee adoption tracking and program adjustments
- Final playbooks and handoff documentation
## 6. Investment
**Total Engagement Fee:** $180,000
| Phase | Fee |
|-------|-----|
| Phase 1: Audit & Discovery | $50,000 |
| Phase 2: Strategy & Design | $55,000 |
| Phase 3: Pilot & Launch | $45,000 |
| Phase 4: Measure & Refine | $30,000 |
**Expenses:** Travel to Chicago headquarters and franchise site visits estimated at $12,000-15,000.
## 7. Key Stakeholders
- **Executive Sponsor:** Rachel Kim, CMO
- **Digital Lead:** James Wilson, VP Digital
- **Franchise Relations:** TBD (Rachel to confirm)
## 8. Success Metrics
- Patient acquisition cost reduction of 20%+ in test markets
- Franchisee digital tool adoption above 50% by engagement end
- Tele-dentistry active in 50+ offices by Week 16
- New market digital launch kit completed and validated
