Dental Tribune Israel Edition

17 DentalTribune Israel Edition‫כלכלה‬ :‫לפרטים‬ ‫בע"מ‬ ‫טכנולוגיות‬ ‫דנום‬ 0544-500109 ‫ושירות‬ ‫שיווק‬ ‫מנהלת‬ – ‫מתנה‬ ‫מירית‬ www.cleankeys.co.il ‫למקלדת‬ ‫הסוף‬ !‫מזוהמת‬ ‫מקלדת‬ :‫ייחודית‬ ‫מגע‬ ‫אלחוטית‬ ‫לחיטוי‬ ‫הניתנת‬ ‫במים‬ ‫ושטיפה‬ ‫האסלה‬ ‫ממושב‬ ‫יותר‬ ‫מזוהמים‬ ‫והעכבר‬ ‫המקלדת‬ :‫שלכם‬ ‫המשרדי‬ ‫בציוד‬ ‫שורצים‬ ‫האמיתיים‬ ‫הווירוסים‬ ,‫באינטרנט‬ ‫מתרוצצים‬ ‫המחשב‬ ‫וירוסי‬ ‫בעוד‬ 16.6.2008-‫מ‬ ‫כתבה‬ .‫מחלות‬ ‫להעברת‬ ‫ומקור‬ ‫לחיידקים‬ ‫גידול‬ ‫מצע‬ ‫משמשים‬ ‫וטלפונים‬ ‫עכברים‬ ,‫מקלדות‬ ‫זכוכית‬ ‫משטח‬ ‰ ‫למים‬ ‫עמידה‬ ‰ ‫העברית‬ ‫לשפה‬ ‫מותאמת‬ ‰ ‫עכבר‬ ‫משטח‬ ‫כולל‬ ‰ ‫קנדה‬ ‫תוצרת‬ ‰ windows, mac, linux-‫ל‬ ‫מותאמת‬ ‰ ‫שנות‬ ‫אחריות‬ Dr. Anna Maria Yiannikos Adjunct Faculty Member of AALZ at RWTH Aachen University Campus, Germany DDS, LSO, MSc, MBA dba@yiannikosdental.com www.yiannikosdental.com Contact Info Fig. 1: Relation between satisfaction and loyalty. Source: Professor J. Heskett, Harvard Business School. safety glasses that we provided to them during laser treatments, accreditations we have gained like ISO 9001 (for quality) or OSHAS 18000 (for health and safety). These are just some of the options that we have that constantly remind our patients of our best interest in the quality. 3. Reliability: Our ability to keep a consistent level of a laser treatment. Is our treatment plan performed as told from the beginning? If we promise our patients that they will have a painless treatment, will this we be able to keep our word? Our patients must know the truth from the beginning. No promises must be given that cannot be kept in order for our patient to trust and rely on us. 4. Responsiveness: Do we respond quickly to their problems? Or their phone calls? Are our staff members willing to answer their questions with care and seriousness expressing simultaneously their knowledge and skills? 5. Competence: Our patients ought to understand that we are not only skillful and that we do not only have the equipment but we also posses the knowledge to provide laser treatments. 6. Courtesy: We have to be polite not only with our patients, but also show our friendliness towards our employees as well: “Treat your employees as your patients and your patients as employees”. 7. Credibility: We ought to be honest and have a good reputation 8. Access: People value nice people since this make them happy. We cannot describe to them how nice we or our staff is, they have to see for themselves - we have to walk the walk through internal and external acts of niceness. We should be approachable and ease to contact. If, for example, we have a secretary that is at all time distracted and cannot be reached from our patients, this will create a bad impression for our entire clinic. 9. Communication: We must know what, when and how to say something. We must master verbal, non verbal communication skills so as to show them that we understand them with sympathy and compassion; understand not only their needs, but also their fears. Let’s look at the following example: If we are explaining the treatment to Mr Smith like this: “Mr Smith, today we are going to make a cavity preparation using VSP, 20 Hz with water and air using our Er:Yag laser. Are you ok with that?” What do you believe that we are going to achieve through this? Loose him instantly as a listener! Let’s close the referral to the first element of marketing mix by remembering the Gucci family motto: “Quality is remembered long after the price is forgotten”. In the next issue, we are going to talk about the second element of marketing mix, which is the PRICE. A fruit for thought: Let’s not forget who our patients are. All of the people that we meet daily, the receptionist at a hotel, the bank cashier, our hairdresser, all the people that we come into contact with can spread the word of how wonderful or miserable we are… In which of the two groups do you want to belong to? I leave this decision up to you. Last as a closure allow me to proudly announce the launch of DBA mastership course in Europe under the umbrella of AALZ - RWTH Aachen University Campus. A mini MBA designed only for dentists scheduled to begin on the 1st of May 2014. It is a course for the dentists that want to gain their power back! For those that have the desire to master the skills of management and administration for their own clinics, where many of the above and many more matters will be taught in more detail. Looking forward to your questions and requests for further information at: dba@yiannikosdental.com