Simple and Predictable Marketing for the 21st Century Dental Practice

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My one-day marketing special at 38 Devonshire Street, looking at the latest marketing techniques.

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  • History 19C trust non-local products, hot iron Feeling, attract the patients, right team, protect your place in the market, charge more, bigger opportunites- write a book, create a product
  • A group of people connected to one another, connected to a leader and connected to an idea.
  • Simple and Predictable Marketing for the 21st Century Dental Practice

    1. 1. Simple and Predictable Marketing for the 21st Century Dental Practice www.7connections.com
    2. 2. Key 1 – Your attitude - I cannot succeed because……23/03/13 www.7connections.com
    3. 3. Key 2 – Your plan and mission Business Plan Quantitative (high on numbers and dates)Lowstandards of Mission Statementbehaviour Qualitative (high standards of behaviour) Low on numbers and dates 23/03/13 www.7connections.com
    4. 4. Key 3 – Your vision and goals Vision and exit or succession strategyGoals andbusinessstrategy 23/03/13 www.7connections.com
    5. 5. Key 4 – Knowing what is expected of you inbusiness23/03/13 www.7connections.com
    6. 6. Key 5 – Recruiting the right team23/03/13 www.7connections.com
    7. 7. Key 6 – Understanding the Patient Experience23/03/13 www.7connections.com
    8. 8. Key 7 – Effective triaging and appointmentbook management23/03/13 www.7connections.com
    9. 9. Key 8 – Your time management23/03/13 www.7connections.com
    10. 10. The 21C Appointment Book Monday Tuesday Wed Thu Friday Sat SundayMorningAfternoonEvening• Freedom • Operating cost per surgery per day• Bunker • Target average daily production• Results • Average new patient earnings • Average existing patient earnings23/03/13 www.7connections.com
    11. 11. Key 9 – Understanding your numbers23/03/13 www.7connections.com
    12. 12. Key 10 – Creating your unique brandedexperience www.7connections.com
    13. 13. Key 11 – Delivering the right direct marketingmix23/03/13 www.7connections.com
    14. 14. Key 12 – Delivering the right referralmarketing mix23/03/13 www.7connections.com
    15. 15. 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 Sedation23/03/13 www.7connections.com
    16. 16. Summary1. Attitude2. Plan and Mission3. Vision and Goals4. Expectations5. Team6. Patient Journey7. Triaging8. Time9. Numbers10. Branding11. Direct Marketing12. Referral Marketing13. Sell what’s selling www.7connections.com
    17. 17. The Branding Experience www.7connections.com
    18. 18. Why brands are important www.7connections.com
    19. 19. www.7connections.com
    20. 20. always start with a definition..A brand is a name, term, sign, symbol, association,trademark or design which is intended to identifythe products or services of one provider or groupof providers and to differentiate them from thoseof competitors.A brand has functional and emotional elementswhich create a relationship between customersand the product or service www.7connections.com
    21. 21. Functional •Visual Identity •Language •Web •telephony •uniforms •reception •literature •consultation •Product Design •business •branded experiences •Attitude •Systems •can do •finance •dealing with problems •marketing •Customer Service •CRM •added value •Ops •Teamwork •Environment •co-operation •exterior •Culture •common areas •mission, vision, values, plan, targets, goals •clinical areas Emotional www.7connections.com
    22. 22. The Top 20 global brands 2012 www.7connections.com
    23. 23. but are they your brands....? how about you? www.7connections.com
    24. 24. The Role of Social MediaThe Role of SocialMedia in brandingYou MUST Buildcommunity www.7connections.com
    25. 25. Brand ChampionsInternal and external story-tellersspread the brand vision, values and cultivatewithin the businessCommitted and passionate www.7connections.com
    26. 26. Brand Champions - the winners www.7connections.com
    27. 27. Brand awarenessYou have a brand - whether you like it or not! Brand recognition the ability to confirm prior exposure/knowledge Brand recall the ability to retrieve from memory by mentioning the product before the brand www.7connections.com
    28. 28. Why branding in independentdentistry? Community awareness New patient acquisition and conversion Long-term membership Treatment sales Patient retention Word of Mouth recommendation Succession planning www.7connections.com
    29. 29. Who cares about branding inindependent dentistry? 25-35’s (DINKIES/SINBADS/LOMBARDS) 35-50 (YUMMY MUMMIES/GLAM GRANS) 50-70 (AFFLUENT BABY-BOOMERS) OVER 65 THE GAY POUND www.7connections.com
    30. 30. Incognit Whitening Botox Invisalign veneers Cerec Implants Dentures o25-3535-5050-70 65+ GayPound www.7connections.com
    31. 31. Developing your own brand in dentistry The New Practice Ollie & Darsh The Existing Practice Chapel Road Ortho www.7connections.com
    32. 32. Case StudyAesthetics www.7connections.com
    33. 33. Case studyCollege Street www.7connections.com
    34. 34. What is a branded experience? www.7connections.com
    35. 35. The shift from commodities to experiences The Third Place The Five Principles 1. make it your own 2. everything matters 3. surprise and delight 4. embrace resistance 5. leave your mark www.7connections.com
    36. 36. Case study - Smilepod www.7connections.com
    37. 37. 10 steps to create your own brand • Lead • Empower ambassadors • Be unique • Deliver systems • Involve everyone • Communicate! • Advance the idea • Measure • Innovate • Evolve www.7connections.com
    38. 38. 10 steps to create your own brand • Lead • Empower ambassadors • Be unique • Deliver systems • Involve everyone • Communicate! • Advance the idea • Measure • Innovate • Evolve www.7connections.com
    39. 39. www.7connections.com
    40. 40. 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
    41. 41. Building your web experience www.7connections.com
    42. 42. 20 ideas to increase your social media profile www.7connections.com
    43. 43. 1. Build a social media team www.7connections.com
    44. 44. 2. Bring your web site to life! www.7connections.com
    45. 45. 3. Build a tribe of 1000 and beyond www.7connections.com
    46. 46. 4. Activate your Facebook page www.7connections.com
    47. 47. 5. Complete your Linkedin profile www.7connections.com
    48. 48. 6. Blog at least once a week www.7connections.com
    49. 49. 7. Publish a patient e-zine www.7connections.com
    50. 50. 8. Record a monthly vlog www.7connections.com
    51. 51. 9. Check in on Foursquare www.7connections.com
    52. 52. 10. Post to Pinterest www.7connections.com
    53. 53. 11. Upload to Instagram www.7connections.com
    54. 54. 12. Tag yourself in Facebook places www.7connections.com
    55. 55. 13. Manage from hootsuite/tweetdeck www.7connections.com
    56. 56. 14. Tweet! www.7connections.com
    57. 57. 15. Create your own YouTube channel www.7connections.com
    58. 58. 16. Understand Google Analytics www.7connections.com
    59. 59. 17. Monitor your Klout score www.7connections.com
    60. 60. 18. Populate Google+ Circles www.7connections.com
    61. 61. 19. Have an opinion www.7connections.com
    62. 62. 20. Engage with your audience www.7connections.com
    63. 63. 21. Always exceed expectations“Don’t use the media, BE THE MEDIA” www.7connections.com
    64. 64. "I cant wait to tell my friends" How to turn your patients into your unpaid sales force www.7connections.com
    65. 65. Successful habits23/03/13 www.7connections.com
    66. 66. Branded experiences23/03/13 www.7connections.com
    67. 67. WOM Wobbles – why thereluctance? www.7connections.com
    68. 68. WOM attitudes – set yourself up forsuccess www.7connections.com
    69. 69. WOM-time www.7connections.com
    70. 70. WOM methods www.7connections.com
    71. 71. WOM paper www.7connections.com
    72. 72. The Referral Business Card - 1 www.7connections.com
    73. 73. The Referral Business Card - 2 www.7connections.com
    74. 74. 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 andpassing them on to any family, friends or colleagues who you feel would benefitfrom a visit to a practice like ours? www.7connections.com
    75. 75. WOM wins! www.7connections.com
    76. 76. How to be a magnet www.7connections.com
    77. 77. Are you missing thetrick?1.What did the patient attend for?2.Did you up-sell?3.Did you invite them to become members ofthe practice?4.Did you request referrals? www.7connections.com
    78. 78. Networking• Chamber of Commerce• Business Link• BNI• Women in Business• Other breakfast clubs• Other SIGs• Get out there and speak! www.7connections.com
    79. 79. Strategic Alliances• Complementary professions and businesses• Added value alliance• Marketing alliance www.7connections.com
    80. 80. Interruption marketing • Directories • Direct mail • Print Media • Radio • Signage www.7connections.com
    81. 81. Work with TCO’s23/03/13 www.7connections.com www.bkh.co.uk
    82. 82. Planning Considerations www.7connections.com
    83. 83. 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.7connections.com
    84. 84. www.7connections.com
    85. 85. www.7connections.com www.7connections.com
    86. 86. www.coachbarrow.com www.7connections.com

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