Simple and Predictable Marketing for the 21st Century Dental Practice

Simple and Predictable Marketing for the 21st
Century Dental Practice

www.7connections.com

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

23/03/13 www.7connections.com

Key 2 – Your plan and mission
Business Plan
Quantitative
(high on numbers and dates)

Low
standards of Mission Statement
behaviour Qualitative
(high standards of
behaviour)

Low on numbers and dates


Key 3 – Your vision and goals

Vision and exit or
succession strategy

Goals and
business
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 • Operating cost per surgery per day
• Bunker • Target average daily production
• Results • 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


Summary
1. Attitude
2. Plan and Mission
3. Vision and Goals
4. Expectations
5. Team
6. Patient Journey
7. Triaging
8. Time
9. Numbers
10. Branding
11. Direct Marketing
12. Referral Marketing
13. 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
•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


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 branding
You MUST Build
community


Brand Champions
Internal and external story-tellers
spread the brand vision, values and cultivate
within the business
Committed and passionate


Brand Champions - the winners


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


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


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


Incognit
Whitening Botox Invisalign veneers Cerec Implants Dentures
o

25-35

35-50

50-70

65+

Gay
Pound


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 Place
The Five Principles
1. make it your own
2. everything matters
3. surprise and delight
4. embrace resistance
5. leave your mark


Case study - Smilepod


10 steps to create your own brand

• Lead • Empower ambassadors

• Be unique
• Deliver systems
• Involve everyone
• Communicate!
• Advance the idea

• Measure
• Innovate

• Evolve


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?........


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


Successful habits


Branded experiences


WOM Wobbles – why the
reluctance?


WOM attitudes – set yourself up for
success


WOM-time


WOM methods


WOM paper


The Referral Business Card - 1


The Referral Business Card - 2


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?


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?


Networking

• Chamber of Commerce
• Business Link
• BNI
• Women in Business
• Other breakfast clubs
• Other SIGs
• Get out there and speak!


Strategic Alliances

• Complementary professions and
businesses
• Added value alliance
• Marketing alliance


Interruption marketing

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


Work with TCO’s

23/03/13 www.7connections.com 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

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