BACD the branded experience in dentistry

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How to build a brand a separate yourself from the crowd in dentistry. James Goolnik and Chris Barrow deliver this dynamic presentation. For further information see www.bacd.com

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  • Jeff Bezos- your brand is what people say about you when your not in the room
    Identify and distinguish a specific service, product or business
    Experience is all points of contact with that brand




  • 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.






















































  • why do nearly 1000 people spend on average £300 per year?
  • use bravery, insight, unique creativity and boldness to challenge the status quo. Inspire people.
  • use bravery, insight, unique creativity and boldness to challenge the status quo. Inspire people.
  • use bravery, insight, unique creativity and boldness to challenge the status quo. Inspire people.
  • use bravery, insight, unique creativity and boldness to challenge the status quo. Inspire people.
  • use bravery, insight, unique creativity and boldness to challenge the status quo. Inspire people.



























  • Feeling- deliver unique creativity
    consumers crave the unique, remarkable and the human





  • Gordon Sumner- Sting
    Paul Hewson- Bono


  • Have you ever been concerned about your breath or the colour, position or shape of your teeth?













  • membership scheme- free whitening

  • numbers, what we put in- separate each























  • dvd
  • brand everything


  • what type of practice do you want- invest in training
  • what type of practice do you want- invest in training
  • what type of practice do you want- invest in training
  • what type of practice do you want- invest in training
  • what type of practice do you want- invest in training
  • what type of practice do you want- invest in training

































  • Play video link

  • BACD the branded experience in dentistry

    1. 1. The branding experience James Goolnik Chris Barrow
    2. 2. Why brands are important
    3. 3. always start with a definition..
    4. 4. 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.
    5. 5. 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
    6. 6. Brand attributes
    7. 7. Brand attributes The functional and emotional associations which are assigned to a brand by its customers and prospects
    8. 8. Brand attributes The functional and emotional associations which are assigned to a brand by its customers and prospects If your business were a person, what personality would it have?
    9. 9. Brand attributes The functional and emotio brand by its customers an If your business were a pers
    10. 10. •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
    11. 11. 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
    12. 12. The Top 10 global brands
    13. 13. and the winners are...
    14. 14. Brand Essence
    15. 15. Brand Essence The articulation of the “heart and soul” of the brand
    16. 16. Brand Essence The articulation of the “heart and soul” of the brand The Tagline
    17. 17. Brand Essence The articulation of the “heart and soul” of the brand The Tagline 3-5 short phrases
    18. 18. Brand Essence The articulation of the “heart and soul” of the brand The Tagline 3-5 short phrases capturing the core essence or spirit
    19. 19. Brand Essence The articulation of the “heart and soul” of the brand The Tagline 3-5 short phrases capturing the core essence or spirit defines and guides
    20. 20. Brand Essence The articulation of the “heart and soul” of the brand The Tagline 3-5 short phrases capturing the core essence or spirit defines and guides Image driven, Intangible, Symbolic
    21. 21. The Role of Social Media The Role of Social Media in branding You MUST Build community
    22. 22. The Role of Social Media The Role of Social Media in branding You MUST Build community
    23. 23. The Role of Social Media The Role of Social Media in branding You MUST Build community
    24. 24. Brand Champions
    25. 25. Brand Champions Internal and external story-tellers
    26. 26. Brand Champions Internal and external story-tellers spread the brand vision, values and cultivate within the business
    27. 27. Brand Champions Internal and external story-tellers spread the brand vision, values and cultivate within the business Committed and passionate
    28. 28. Brand Champions - the winners
    29. 29. Brand Champions - the winners
    30. 30. Brand Champions - the winners
    31. 31. Brand Champions - the winners
    32. 32. Brand Champions - the winners
    33. 33. Brand Champions - the winners
    34. 34. Brand Champions - the winners
    35. 35. Brand awareness You have a brand - whether you like it or not!
    36. 36. Brand awareness You 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
    37. 37. Brand awareness You 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
    38. 38. Brand awareness You 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
    39. 39. The BACD “vibe”
    40. 40. Mission: Inspire and promote excellence in dentistry in the UK
    41. 41. Mission: Inspire and promote excellence in dentistry in the UK Vision: The most influential, open and dynamic community of dental professionals
    42. 42. Mission: Inspire and promote excellence in dentistry in the UK Vision: The most influential, open and dynamic community of dental professionals Values: Commitment, Integrity, Passion, Willingness to Share
    43. 43. Why branding in independent dentistry?
    44. 44. Why branding in independent dentistry? Community awareness
    45. 45. Why branding in independent dentistry? Community awareness New patient acquisition and conversion
    46. 46. Why branding in independent dentistry? Community awareness New patient acquisition and conversion Long-term membership
    47. 47. Why branding in independent dentistry? Community awareness New patient acquisition and conversion Long-term membership Treatment sales
    48. 48. Why branding in independent dentistry? Community awareness New patient acquisition and conversion Long-term membership Treatment sales Patient retention
    49. 49. Why branding in independent dentistry? Community awareness New patient acquisition and conversion Long-term membership Treatment sales Patient retention Word of Mouth recommendation
    50. 50. Why branding in independent dentistry? Community awareness New patient acquisition and conversion Long-term membership Treatment sales Patient retention Word of Mouth recommendation Succession planning
    51. 51. Who cares about branding in independent dentistry?
    52. 52. Who cares about branding in independent dentistry? 25-35’s (DINKIES/SINBADS/LOMBARDS)
    53. 53. Who cares about branding in independent dentistry? 25-35’s (DINKIES/SINBADS/LOMBARDS) 35-50 (YUMMY MUMMIES/GLAM GRANS)
    54. 54. Who cares about branding in independent dentistry? 25-35’s (DINKIES/SINBADS/LOMBARDS) 35-50 (YUMMY MUMMIES/GLAM GRANS) 50-70 (AFFLUENT BABY-BOOMERS)
    55. 55. 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
    56. 56. 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
    57. 57. What are brand-aware patients buying?
    58. 58. What are brand-aware patients buying? Whitening
    59. 59. What are brand-aware patients buying? Whitening Facial Aesthetics
    60. 60. What are brand-aware patients buying? Whitening Facial Aesthetics Invisalign
    61. 61. What are brand-aware patients buying? Whitening Facial Aesthetics Invisalign Incognito
    62. 62. What are brand-aware patients buying? Whitening Veneers Facial Aesthetics Invisalign Incognito
    63. 63. What are brand-aware patients buying? Whitening Veneers Facial Aesthetics Cerec crowns Invisalign Incognito
    64. 64. What are brand-aware patients buying? Whitening Veneers Facial Aesthetics Cerec crowns Invisalign Dental Implants Incognito
    65. 65. What are brand-aware patients buying? Whitening Veneers Facial Aesthetics Cerec crowns Invisalign Dental Implants Incognito Denture stabilisation
    66. 66. Whitening Botox Invisalign Incognito veneers Cerec Implants Dentures 25-35 35-50 50-70 65+ Gay Pound
    67. 67. Developing your own brand in dentistry The New Practice Ollie & Darsh The Existing Practice Chapel Road Ortho
    68. 68. Case Study! Aesthetics
    69. 69. Case study College Street
    70. 70. Case study Spring Grove Dental
    71. 71. The G2G’s Branding Trademarking Web Brand standards architect Front desk designer TCO optimiser Ethical selling community manager Literature
    72. 72. Bow Lane Dental Group
    73. 73. Brand Essence
    74. 74. Brand Essence Dentistry focused on giving you the best smle possible......
    75. 75. Brand Essence Dentistry focused on giving you the best smle possible...... ...and helping you maintain it for life.
    76. 76. Brand Essence Dentistry focused on giving you the best smle possible...... ...and helping you maintain it for life. advanced dentistry from leaders in the profession
    77. 77. Brand Essence Dentistry focused on giving you the best smle possible...... ...and helping you maintain it for life. advanced dentistry from leaders in the profession technology used to benefit you
    78. 78. Brand Essence Dentistry focused on giving you the best smle possible...... ...and helping you maintain it for life. advanced dentistry from leaders in the profession technology used to benefit you comprehensive care all under one roof
    79. 79. What is your niche? smiles in the city Name Logo Website Literature D E N TA L G R O U P
    80. 80. smiles in the city D E N TA L G R O U P
    81. 81. D E N TA L G R O U P D E N TA L G R O U P D E N TA L G R O U P D E N TA L G R O U P D E N TA L G R O U P D E N TA L G R O U P D E N TA L G R O U P D E N TA L G R O U P D E N TA L G R O U P D E N TA L G R O U P D E N TA L G R O U P D E N TA L G R O U P
    82. 82. D E N TA L G R O U P
    83. 83. Bow Lane Web Site
    84. 84. Newsletters SUMMER WINTER 2006 2007 2005 YO U R N E W S L E T T E R F RO M B O W L A N E YO U R N E W S L E T T E R F RO M B O W L A N E YO U R N E W S L E T T E R F RO M B O W L A N E Brace yourself! Sweeten that Breath The Wand You may (or may not) have noticed some of our staff sporting braces, proving once and for all that they’re tooth movement and create a series of clear, custom-made aligners. London Dental Practice Saving your Bad breath. An acutely embarrassing problem – especially if your dental hygiene is impeccable and your dentist has ruled out any gum disease or tooth infection. Use a The Wand is a revolutionary new computer-controlled local anaesthesia not something just for kids! There are many different types of orthodontic treatment now available. First there are So if you or someone you know has been thinking about straightening their teeth but are worried about the of the Year valuable time mouthwash? It only provides short-term relief. So where do you go from there? Did you realise that bad breath can be digestive in origin? Inadequate digestion of injection system that can provide a more comfortable injection perfect appearance during treatment, or feel The most exciting news we have to share with you is that we have won the Combined exam and hygiene protein, a build-up of ‘unfriendly’ bacteria in the digestive tract, dieting, dehydration for the nervous patient. porcelain brackets which are clear and placed on the front of the teeth, that they are too old for braces, then coveted ‘London Dental Practice of the Year’ award. We are honoured to have been We here at Bow Lane Dental understand and lingering toxins in the colon caused by irregular bowel movements can all lead fret no more. Braces have come a long given this recognition by our industry and this only affirms our commitment to raising The needle is not another option is lingual braces where how important your time is.That is why to unpleasant mouth odours. As a nutritional therapist, my three key tips for the brackets are placed on the inside of way since the ‘train track’ days and with the main cause of the standards of dental care and customer service. It also enabled a few select we have started to combine our regular combating bad breath are: the teeth – people will only know you the help of our orthodontist Dr Asif discomfort during Chatoo we can straighten your members of the practice to party until the small hours at the awards ceremony. hygienist visits with the 6 month and have braces if you tell them! 1 Drink at least two litres of water per day. Dehydration can lead not only to an injection. It is the smile and nobody would have 12 month dental checkups.This allows our For straighter teeth there is constipation but also to a reduction in saliva, which is vital to flush away pressure and to know you had braces. patients to save time as the dentist will also Invisalign, which is a odour-producing bacteria. volume of the fluid new invisible way to So next time you’re in come into the hygiene room while you going into the straighten teeth without braces. It uses advanced 3-D computer imaging the practice have a look and see who’s wearing this season’s latest Artist in are there to carry out the check-up and you will only need the one appointment. 2 Eat plenty of fruit and vegetables and wholegrains. Aim for a minimum of five portions of fruit and vegetables every day and wherever possible choose the brown tissues that stimulates the pain Bow Lane wholegrain version of bread, rice, pasta and so technology to simulate fashion accessory! And best of all it works out cheaper receptors.The on. These provide soluble fibre which is than having two separate appointments. microprocessor essential for healthy evacuation. We’ve added a splash of colour to the Please note this service is only applicable inside The Wand practice, in the form of some new artwork, to our regular attendees. 3 Eat a small pot of bio ‘live’ plain automatically creates the ideal most of which is by artist Scott Schwager. unsweetened yoghurt every day. A pressure for least discomfort, Originally a New Yorker, Scott’s paintings Late evenings Get recent study showed that 90mg depending where in the mouth it is have been inspired by friends, fellow artists, We now have a 5pm hygiene spot for daily of bio ‘live’ plain yoghurt over used. It numbs the site of insertion and his surroundings. His paintings at Bow those patients who can’t get to us before six weeks reduced incidence of bad and develops a ‘pathway of ZOOMed Lane Dental Group have been chosen from work since 2002. 5pm. One of our hygienists,Vicky Wilson, breath. This is probably by anaesthesia’ so you hardly feel the The artwork shown in the Bow Lane is will be working one late evening a week. repopulating the digestive tract with needle at all. ZOOM 2 has arrived – the latest and available for sale, so if a piece takes your Our dentists are also available for out-of- ‘friendly’ bacteria which crowd out the greatest in tooth whitening. The new fancy please ask at reception for more details. We know that some patients get hours appointments, though these must odour-producing bacteria. ZOOM 2 only takes one appointment of 45 minutes to whiten your teeth as Facial Aesthetics be arranged in advance. Averil Lockhart DipION more nervous than others at the mere sight of a needle and syringe. opposed to an hour. Results achieved are whiter, brighter teeth with reduced sensitivity, and most patients having no Free dental We are delighted to be able to offer Botox® and facial dermal filler treatment at averil_lockhart@hotmail.com That’s where the Wand system is so great; it is a small lightweight discomfort at all. With Christmas just around the corner examination? Bow Lane Dental Group for the treatment of facial lines and wrinkles. This revolutionary anti-wrinkle treatment is used for softening and smoothing age- handpiece that resembles a pen. Even more amazing, certain injections now is the perfect time to whiten up, The best way for us to grow is through related facial lines so that your skin will look noticeably younger and healthier. Please your referrals. As an extra thank you when can be made possible without the and a whitening treatment is a lovely contact us to find out more! gift for a friend or loved one. ZOOM 2 you refer a friend, partner or colleague to unnecessary numbness of the tongue, is £595, which also includes a home our practice, your next dental examination Treatment Co-ordinator cheek and face. Imagine leaving the maintenance kit so you can maintain will be complimentary (you will only need dentist’s office without a ‘fat lip’ and to pay for any required x-rays). Sarah Henry has been working as a dental nurse at Bow Lane Dental Group those pearly whites all year round. going to your meetings without the for the past four years. Sarah’s range of experience has led her to be appointed as feeling of dribbling. our new Treatment Co-coordinator. In her new role, she will seek to guide you A recent Bow Lane through your treatment from start to finish. Sarah looks forward to meeting and Italian cooking outing discussing all your treatment needs with you. Her email address is with Giancarlo Caldesi treatmentco-ordinator@bowlanedental.com
    85. 85. Add some sparkle to that special Specia l valentines kiss £20hygien e offer Pop in to secure your appointment or call 020 7236 3600 and speak to Danni or Ruth Limited appointments available. D E N TA L G R O U P Visit us online at
    86. 86. What is a branded experience?
    87. 87. The shift from commodities to experiences
    88. 88. The shift from commodities to experiences The Third Place
    89. 89. The shift from commodities to experiences The Third Place The Five Principles
    90. 90. The shift from commodities to experiences The Third Place The Five Principles 1. make it your own
    91. 91. The shift from commodities to experiences The Third Place The Five Principles 1. make it your own 2. everything matters
    92. 92. The shift from commodities to experiences The Third Place The Five Principles 1. make it your own 2. everything matters 3. surprise and delight
    93. 93. 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
    94. 94. 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
    95. 95. Case Study - Applewood
    96. 96. The Branded Experience in Dentistry
    97. 97. The Branded Experience in Dentistry Schemes and Plans
    98. 98. The Branded Experience in Dentistry Schemes and Plans Bleaching
    99. 99. The Branded Experience in Dentistry Schemes and Plans Bleaching Crown and Bridge work
    100. 100. The Branded Experience in Dentistry Schemes and Plans Bleaching Crown and Bridge work S&P
    101. 101. The Branded Experience in Dentistry Schemes and Plans Bleaching Crown and Bridge work S&P Dentures
    102. 102. The Branded Experience in Dentistry Schemes and Plans Becoming a member Bleaching Crown and Bridge work S&P Dentures
    103. 103. The Branded Experience in Dentistry Schemes and Plans Becoming a member Bleaching Smile for Life Crown and Bridge work S&P Dentures
    104. 104. The Branded Experience in Dentistry Schemes and Plans Becoming a member Bleaching Smile for Life Crown and Bridge Smile Makeover work S&P Dentures
    105. 105. The Branded Experience in Dentistry Schemes and Plans Becoming a member Bleaching Smile for Life Crown and Bridge Smile Makeover work HMA S&P Dentures
    106. 106. The Branded Experience in Dentistry Schemes and Plans Becoming a member Bleaching Smile for Life Crown and Bridge Smile Makeover work HMA S&P The Confidence Shop Dentures
    107. 107. Case study - Smilepod
    108. 108. The You Tube Channel
    109. 109. Internal marketing
    110. 110. Internal marketing phone calls
    111. 111. Internal marketing phone calls enewsletters
    112. 112. Internal marketing phone calls enewsletters email
    113. 113. Internal marketing phone calls enewsletters email texts
    114. 114. Internal marketing phone calls enewsletters email texts postcards
    115. 115. Internal marketing phone calls enewsletters email texts postcards new patient packs
    116. 116. 1st Dental Practice iPhone App
    117. 117. Mobile advertising
    118. 118. Developing your brand
    119. 119. Do you know your patients?
    120. 120. Survey www.surveymonkey.com
    121. 121. What we found out Professional, relaxed and good continuity 97.5% patients found reception team excellent Text reminders one day earlier esp. for Monday appointments Don’t like having the sound on the TV in patient lounge No diet coke! Not enough reading matter for women
    122. 122. Your vision
    123. 123. 10 steps to create your own brand
    124. 124. 10 steps to create your own brand 1. Lead
    125. 125. 10 steps to create your own brand 1. Lead 2. Be unique
    126. 126. 10 steps to create your own brand 1. Lead 2. Be unique 3. Involve everyone
    127. 127. 10 steps to create your own brand 1. Lead 2. Be unique 3. Involve everyone 4. Advance the idea
    128. 128. 10 steps to create your own brand 1. Lead 2. Be unique 3. Involve everyone 4. Advance the idea 5. Innovate
    129. 129. 10 steps to create your own brand 1. Lead 6. Empower ambassadors 2. Be unique 3. Involve everyone 4. Advance the idea 5. Innovate
    130. 130. 10 steps to create your own brand 1. Lead 6. Empower ambassadors 2. Be unique 7. Deliver systems 3. Involve everyone 4. Advance the idea 5. Innovate
    131. 131. 10 steps to create your own brand 1. Lead 6. Empower ambassadors 2. Be unique 7. Deliver systems 3. Involve everyone 8. Communicate! 4. Advance the idea 5. Innovate
    132. 132. 10 steps to create your own brand 1. Lead 6. Empower ambassadors 2. Be unique 7. Deliver systems 3. Involve everyone 8. Communicate! 4. Advance the idea 9. Measure 5. Innovate
    133. 133. 10 steps to create your own brand 1. Lead 6. Empower ambassadors 2. Be unique 7. Deliver systems 3. Involve everyone 8. Communicate! 4. Advance the idea 9. Measure 5. Innovate 10.Evolve
    134. 134. Internet Leadership Be seen, be found, be talked about. Adam Hampson Iain Scott Krishan Joshi James Goolnik
    135. 135. the dental business club more profit in less time DBC Open: Free access to ezine, blog, iPhone Strategic Coaching: Develop an exciting three year vision for your apps, downloads, social network. practice and your life. Financial Modelling: Understand your accounts, cash flows, KPI’s DBC Discovery: Full day practice consultation and profitability models. with CB, plus 89 days digital coaching. Marketing: Attract an abundance of new patients. DBC Digital: Unlimited email/telephone access Customer Relationship Management: Keep your existing to CB, plus weekly progress report. patients happy, investing and referring. DBC Mastermind: Quarterly full day group meeting Ethical Selling: Become polished at the sales conversation. (10 practices) with CB; for principals, spouses and Leadership and Management: Build the inspired team that can senior management. Share content, community run your business for you. & confidence. Access to all DBC Digital services. Time Management: Balance your professional and personal life. DBC Elite: Quarterly full day practice meeting with Thought leadership: Become part of an innovative club. CB; on site with owner(s) and/or team. Tailor-made Accountability: Work with CB who will diligently move you forward. consultancy & coaching to achieve individual vision, Community: Share the ‘vibe’ of other confident principals. mission, targets and goals. Plus two meetings per year of Elite Clients to share content, community T: 07713 644437 E: coachbarrow@me.com & confidence. Access to all DBC Digital services. www.coachbarrow.com/blog
    136. 136. Case Study: The Four Pillars of The Four Seasons
    137. 137. james@bowlanedental.com coachbarrow@me.com

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