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……

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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

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Key 3 – Your vision and goals
Vision and exit or
succession strategy

Goals and
business
strategy

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Key 4 – Knowing what is expected of you in
business

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Key 5 – Recruiting the right team

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Key 6 – Understanding the Patient Experience

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Key 7 – Effective triaging and appointment
book management

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Key 8 – Your time management

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The 21C Appointment Book

Monday

Tuesday

Wed

Thu

Friday

Sat

Sunday

Morning
Afternoon
Evening

• Freedom
• Bunker
• Results

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•
•
•
•

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


Key 9 – Understanding your numbers

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Key 10 – Creating your unique branded
experience


Key 11 – Delivering the right direct marketing
mix

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Key 12 – Delivering the right referral
marketing mix

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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
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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

What is a branded experience?


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?........

Your website home page


22. Include Welltime products in your offer


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. Make sure you have a Foursquare business account


10. Post to Pinterest


11. Upload to Instagram


12. Tag yourself in Facebook places


13. Manage from Hootsuite


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

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WOM Wobbles – why the
reluctance?


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?


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?


Networking

•
•
•
•
•
•
•

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


Interruption marketing
•
•
•
•
•

Directories
Direct mail
Print Media
Radio
Signage


Work with TCO’s

28/01/14


www.bkh.co.uk

Planning Considerations


Simple and predictable marketing for the 21st century dental practice

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