practice plan 2011 11th may 2011
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TRANSCRIPT
The One-Day Marketing Action Plan
= £2.7bn
The Notable Nine
WhiteningWhiteningFacial Facial
AesthetiAestheticscs
InvisalignInvisalign/6 month /6 month
smilessmiles
IncognitIncognitoo
veneersveneers CerecCerec ImplantsImplants DenturesDentures
25-3525-35
35-5035-50
50-7050-70
65+65+
Gay Gay PoundPound
The Private Dentistry 2011 Opportunity Matrix
Brand awarenessYou have a brand -
whether you like it or not!
What are you going to do to develop your brand?
Your website home pageYour website home page
• Profile – am I in the right place?• People – do they look like a nice team?• Premises – does it suit my
demographic?• Promises – are they customer service
focused?• Prices – is it reassuringly
expensive/affordable?• Proof – do other people speak highly
of them?• Products expressed as Experiences –
do they do the things I want?
And for you?........
External• Architect – the geek• Designer – the creative• Optimiser – the technician• Social Media - the connectors
Internal• Social Media Manager• Content Development (team)
What are you going to do to develop your web marketing strategy?
Dan Sullivan – The Strategic Coach
“all the money that you need for the rest of your career is in the pockets of the people that you know and the people that they can introduce you to.”
Are you missing the trick?1.What did the patient attend for?2.Did you up-sell?3.Did you invite them to become members of the practice?4.Did you request referrals?
The Welcome PackThe Welcome Pack
Covering letter – what will happen/timings
Mission statement Meet the team Directions/parking Terms and conditions Promises Price list Smile check MHQ
The smile/facial checkThe smile/facial check
• What does that mean?
Why should I become a member of your practice?
The Referral Business CardThe Referral Business Card
What are you going to do to develop your welcome pack and branded literature?
14 ways to improve your WOM
1. Web site statement2. Web site video testimonials3. The new patient Welcome Pack4. Referral business cards5. The Introduction to The Brand6. Quarterly patient newsletter7. The End of Treatment Letter
8. The unsolicited “thank you”9. Local business referral groups10. The 60-second intro11. Check ups and KEDO cards12. Data Capture13. Social Media14. Tracking and CRM software
What are you going to do to develop your WOM systems?
Networking and Strategic Alliances
NetworkingNetworking
• Chamber of Commerce• Business Link• BNI• Women in Business• Other breakfast clubs• Other SIGs• Get out there and speak!
Strategic AlliancesStrategic Alliances
• Complementary professions and businesses
• Added value alliance• Marketing alliance• Take a look at my blog for a
suggested letter
What are you going to do to develop your networking and strategic alliances?
Interruption marketing
• Directories• Direct mail• Print Media• Radio• Signage
What are you going to do to develop your direct marketing?
Financial Considerations
• Capex of £20,000• Budget of 5% per annum of gross
revenues• Marketing manager• Measurement and ROI’s
Planning Considerations
What are you going to do to find the money and the time?
= £2.7bn
Recommended reading and Recommended reading and resourcesresources
1. Seth Godin – “Tribes”2. Ivan Misner – “The world’s best known marketing secret”3. Harry Beckwith – “Selling the Invisible”4. Malcolm Gladwell – “The Tipping Point”5. Michael Gerber – “The E-Myth Revisited”6. Action Plan Marketing – Robert Middleton7. Best Year Yet – Jinny Ditzler8. www.MilestonePlanner.com
www.justgiving.com/coachbarrow
Thanks for listening