simple and predictable marketing for the 21st century dental practice

www.7connections.com

Simple and Predictable Marketing for the 21st Century Dental Practice

www.7connections.com09/04/23

Key 1 – Your attitude - I cannot succeed because……


Key 2 – Your plan and mission Business PlanQuantitative

(high on numbers and dates)

Mission StatementQualitative

(high standards of behaviour)

Low on numbers and dates

Low standards of behaviour


Key 3 – Your vision and goals

Goals and business strategy

Vision and exit or succession strategy


Key 4 – Knowing what is expected of you in business


Key 5 – Recruiting the right team


Key 6 – Understanding the Patient Experience


Key 7 – Effective triaging and appointment book management


Key 8 – Your time management


The 21C Appointment Book

Monday Tuesday Wed Thu Friday Sat Sunday

Morning

Afternoon

Evening

• Freedom• Bunker• Results

• Operating cost per surgery per day• Target average daily production• Average new patient earnings• Average existing patient earnings


Key 9 – Understanding your numbers


Key 10 – Creating your unique branded experience


Key 11 – Delivering the right direct marketing mix


Key 12 – Delivering the right referral marketing mix


Key 13 – Selling what’s selling

Your product mix

Implant retained dentures

Implants

Restorative

Cosmetic Ortho – Invisalign/6MS/Cfast

Smile Makeovers

Crown & Bridge work

Veneers and same day veneers

Hygiene/therapy

Sedation

Summary1. Attitude2. Plan and Mission3. Vision and Goals4. Expectations5. Team6. Patient Journey7. Triaging8. Time9. Numbers10. Branding11. Direct Marketing12. Referral Marketing13. Sell what’s selling



The Branding Experience

Why brands are important


always start with a definition..

A brand is a name, term, sign, symbol, association, trademark or design which is intended to identify the products or services of one provider or group of providers and to differentiate them from those of competitors.A brand has functional and emotional elements which create a relationship between customers and the product or service


Functional

Emotional

•Visual Identity•Web•uniforms•literature•Product Design•branded experiences•Systems•finance•marketing•CRM•Ops•Environment•exterior•common areas•clinical areas

•Language•telephony•reception•consultation•business•Attitude•can do•dealing with problems•Customer Service•added value•Teamwork•co-operation•Culture•mission, vision, values, plan, targets, goals


The Top 20 global brands 2012


but are they your brands....?

how about you?


The Role of Social Media

The Role of Social Media in brandingYou MUST Build community


Brand Champions

Internal and external story-tellersspread the brand vision, values and cultivate within the businessCommitted and passionate


Brand Champions - the winners


Brand awarenessYou have a brand - whether

you like it or not!

Brand recognitionthe ability to confirm prior exposure/knowledge

Brand recallthe ability to retrieve from memory by mentioning the product before the brand


Why branding in independent dentistry?

Community awarenessNew patient acquisition and conversionLong-term membershipTreatment salesPatient retentionWord of Mouth recommendationSuccession planning


Who cares about branding in independent dentistry?

25-35’s (DINKIES/SINBADS/LOMBARDS)

35-50 (YUMMY MUMMIES/GLAM GRANS)

50-70 (AFFLUENT BABY-BOOMERS)OVER 65

THE GAY POUND


WhiteninWhiteningg

BotoxBotox InvisaligInvisalignn

IncognitIncognitoo

veneersveneers CerecCerec ImplantsImplants DenturesDentures

25-3525-35

35-5035-50

50-7050-70

65+65+

Gay Gay PoundPound


Developing your own brand in dentistry

The New Practice

Ollie & Darsh

The Existing Practice

Chapel Road Ortho


Case Study

Aesthetics


Case study

College Street


What is a branded experience?


The shift from commodities to experiences

The Third PlaceThe Five Principles

1. make it your own2. everything matters3. surprise and delight4. embrace resistance5. leave your mark


Case study - Smilepod


10 steps to create your own brand

• Lead

• Be unique

• Involve everyone

• Advance the idea

• Innovate

• Empower ambassadors

• Deliver systems

• Communicate!

• Measure

• Evolve


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?........



Building your web experience

20 ideas to increase your social media profile


1. Build a social media team


2. Bring your web site to life!


3. Build a tribe of 1000 and beyond


4. Activate your Facebook page


5. Complete your Linkedin profile


6. Blog at least once a week


7. Publish a patient e-zine


8. Record a monthly vlog


9. Check in on Foursquare


10. Post to Pinterest


11. Upload to Instagram


12. Tag yourself in Facebook places


13. Manage from hootsuite/tweetdeck


14. Tweet!


15. Create your own YouTube channel


16. Understand Google Analytics


17. Monitor your Klout score


18. Populate Google+ Circles


19. Have an opinion


20. Engage with your audience


21. Always exceed expectations

“Don’t use the media, BE THE MEDIA”


"I can't wait to tell my friends"

How to turn your patients into your unpaid sales force


09/04/23

Successful habits


09/04/23

Branded experiences



WOM Wobbles – why the reluctance?


WOM attitudes – set yourself up for success


WOM-time


WOM methods


WOM paper

The Referral Business Card - 1The Referral Business Card - 1



The Referral Business Card - 2The Referral Business Card - 2


WOM languageAre you happy with the clinical result we have achieved?

Are you happy with the customer service experience?

Can we remind you that our practice grows through personal recommendation.We are looking for new patients and we would love to see more people like you.

Would you have any objection to taking 3 of our referral business cards and passing them on to any family, friends or colleagues who you feel would benefit from a visit to a practice like ours?


WOM wins!


How to be a magnet

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?


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


Interruption marketing

• Directories• Direct mail• Print Media• Radio• Signage



Work with TCO’s

www.bkh.co.uk

Planning Considerations



1. Establish your core values: who you are, who you want to employ, who you want to serve and how.

2. BOP – be bold, outrageous and provocative – otherwise you are invisible.3. Embrace social media – accept that there has been a fundamental change in the

way that we communicate.4. Say something worth saying – marketing is extinct – the future is a conversation.5. Understand the importance of tribalism in branding and create a community, not a

patient database.6. Invest in human capital: cheap wages and simple people will no longer feed you.7. Re-write the rule book: provide dentistry in ways that would have been

unimaginable even five years ago.8. Prepare to compete: supermarkets, retailers, corporates – how are you going to be

different?9. Innovate – in everything – never do the same as others – always stay ahead of the

curve.10. Retire NOW – get out of the rat race and run your practice as the best paid hobby in

the world.


www.coachbarrow.com

simple and predictable marketing for the 21st century dental practice

Health & Medicine

brand vision

brand lead

brand championsinternal

brand awarenessyou

brand recognitionthe

patient journey7

patient experience230313

goals vision