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Simple and predictable marketing for the 21st century dental practice
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Simple and predictable marketing for the 21st century dental practice

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  • 1. Simple and Predictable Marketing for the 21st Century Dental Practice www.7connections.com
  • 2. Key 1 – Your attitude - I cannot succeed because…… 28/01/14 www.7connections.com
  • 3. Key 2 – Your plan and mission Business Plan Quantitative (high on numbers and dates) Low standards of behaviour Mission Statement Qualitative (high standards of behaviour) Low on numbers and dates 28/01/14 www.7connections.com
  • 4. Key 3 – Your vision and goals Vision and exit or succession strategy Goals and business strategy 28/01/14 www.7connections.com
  • 5. Key 4 – Knowing what is expected of you in business 28/01/14 www.7connections.com
  • 6. Key 5 – Recruiting the right team 28/01/14 www.7connections.com
  • 7. Key 6 – Understanding the Patient Experience 28/01/14 www.7connections.com
  • 8. Key 7 – Effective triaging and appointment book management 28/01/14 www.7connections.com
  • 9. Key 8 – Your time management 28/01/14 www.7connections.com
  • 10. The 21C Appointment Book Monday Tuesday Wed Thu Friday Sat Sunday Morning Afternoon Evening • Freedom • Bunker • Results 28/01/14 • • • • Operating cost per surgery per day Target average daily production Average new patient earnings Average existing patient earnings www.7connections.com
  • 11. Key 9 – Understanding your numbers 28/01/14 www.7connections.com
  • 12. Key 10 – Creating your unique branded experience www.7connections.com
  • 13. Key 11 – Delivering the right direct marketing mix 28/01/14 www.7connections.com
  • 14. Key 12 – Delivering the right referral marketing mix 28/01/14 www.7connections.com
  • 15. Key 13 – Selling what’s selling Your product mix Implant retained dentures Implants Dental Crisis Centres Restorative Cosmetic Ortho – Invisalign/6MS/Cfast Smile Makeovers Crown & Bridge work Veneers and same day veneers Hygiene/therapy Sedation Amnesty 28/01/14 www.7connections.com
  • 16. Summary 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. Attitude Plan and Mission Vision and Goals Expectations Team Patient Journey Triaging Time Numbers Branding Direct Marketing Referral Marketing Sell what’s selling www.7connections.com
  • 17. What is a branded experience? www.7connections.com
  • 18. Your 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?........ www.7connections.com
  • 19. Your website home page www.7connections.com
  • 20. Your website home page www.7connections.com
  • 21. Your website home page www.7connections.com
  • 22. 22. Include Welltime products in your offer www.7connections.com
  • 23. Building your web experience www.7connections.com
  • 24. 20 ideas to increase your social media profile www.7connections.com
  • 25. 1. Build a social media team www.7connections.com
  • 26. 2. Bring your web site to life! www.7connections.com
  • 27. 3. Build a tribe of 1000 and beyond www.7connections.com
  • 28. 4. Activate your Facebook page www.7connections.com
  • 29. 5. Complete your Linkedin profile www.7connections.com
  • 30. 6. Blog at least once a week www.7connections.com
  • 31. 7. Publish a patient e-zine www.7connections.com
  • 32. 8. Record a monthly vlog www.7connections.com
  • 33. 9. Make sure you have a Foursquare business account www.7connections.com
  • 34. 10. Post to Pinterest www.7connections.com
  • 35. 11. Upload to Instagram www.7connections.com
  • 36. 12. Tag yourself in Facebook places www.7connections.com
  • 37. 13. Manage from Hootsuite www.7connections.com
  • 38. 14. Tweet! www.7connections.com
  • 39. 15. Create your own YouTube channel www.7connections.com
  • 40. 16. Understand Google Analytics www.7connections.com
  • 41. 17. Monitor your Klout score www.7connections.com
  • 42. 18. Populate Google+ Circles www.7connections.com
  • 43. 19. Have an opinion www.7connections.com
  • 44. 20. Engage with your audience www.7connections.com
  • 45. 21. Always exceed expectations “Don’t use the media, BE THE MEDIA” www.7connections.com
  • 46. "I can't wait to tell my friends" How to turn your patients into your unpaid sales force www.7connections.com
  • 47. Successful habits 28/01/14 www.7connections.com
  • 48. WOM Wobbles – why the reluctance? www.7connections.com
  • 49. WOM methods www.7connections.com
  • 50. WOM paper www.7connections.com
  • 51. The Referral Business Card - 1 www.7connections.com
  • 52. The Referral Business Card - 2 www.7connections.com
  • 53. WOM language Are 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? www.7connections.com
  • 54. 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? 5.Did you connect? 6.Have you engaged? www.7connections.com
  • 55. Networking • • • • • • • Chamber of Commerce Business Link BNI Women in Business Other breakfast clubs Other SIGs Get out there and speak! www.7connections.com
  • 56. Interruption marketing • • • • • Directories Direct mail Print Media Radio Signage www.7connections.com
  • 57. Work with TCO’s 28/01/14 www.7connections.com www.bkh.co.uk
  • 58. Planning Considerations www.7connections.com
  • 59. www.7connections.com www.7connections.com