Please activate JavaScript!
Please install Adobe Flash Player, click here for download
ePaper created 2016-10-07, 10:41:07 | version 1.38.0
pects by publishing a monthly human interest e-mail news- letter. 7. Deal with initial enquiries di- rected through the Internet, by telephone or in person in a polished manner. 8. Createamemorablenewpatient experience from initial consul- tation all the way through to treatment delivery. 9. Employ a strict end-of-treat- ment protocol to capture re- views, testimonials and social connections (as well as plan membership). I have given you nine market- ing actions designed especially for the smaller business. Actions that should be avoided by the inde- pendent dental practice are seek- ing to gain attention by paying through the nose for Google or Facebook advertising, broadcast- ing non-human interest material or selling services on price, dis- count or special offer. This is be- cause every week I hear from den- tists and their marketing teams that advertising to strangers, using jargon and cutting prices at best attract nobody and at worst attract bargain-hunters, price- shoppers and messers. “A wealth of information cre- ates a poverty of attention.” We end where we began. The chal- lenge is for the mouse to gain at- tention without competing with the bull elephants. You can only do that by stepping away from the herd of elephants and delivering your story in a different way and a different place. For me, that means human interest, personal service and recommendation, and so when I am working with clients on their marketing plans, we focus on and mobilise their most val- uable asset: the goodwill of their existing patients. 11 Dental Tribune United Kingdom Edition | 8/2016 TRENDS & APPLICATIONS Chris Barrow is the founder of Coach Bar- rowconsultancy practice. An ac- tive consultant, a trainer and a coach to the UK dental profession, he regularly contributes to the dental press, so- cial media and online. Chris Barrow can be contacted at coachbarrow@ me.com. Template for end-of-treatment protocol So Mr Patient, now that we have arrived at the end of your course of treatment, I’d like to ask a couple of questions: • Are you happy with the clinical outcome? • Are you happy with the cus- tomer service that the team delivered? If so, I’d like to ask some favours: 1. We are growing the practice at the moment and we would like to see new patients and would love to see more people like you, because we like you! Would it be OK to give you three of my referral business cards to pass on to any family, friend or colleague who may be interested in visiting our practice? 2. We have noticed that online reviews are growing in impor- tance and would like to invite you to submit a review of your experience on Google, Face- book or any other review site that you may be connected to. 3. We love to collect testimoni- als from happy patients. They are great for our marketing and can give confidence to others who may be nervous. We find that 90% of those who do consent to a testimo- nial prefer a written commen- tary, as they are uncomfor- table with a video camera recording, whereas 10% are happy to be filmed and photo- graphed. May I ask, are you a 90%’er or a 10%’er? 4. If a 90%’er, I’d love to organise a written testimonial from you. 5. If a 10%’er, we would like to invite you to one of our quar- terly video testimonial eve- nings here at the practice. Every three months, we set aside some time early evening and invite four to six of our 10%’ers to come along for some light refreshments and to have their photograph taken professionally (at our expense) and to be filmed for 4 minutes or so. The questions we ask on video are: How did you find us originally? What was it that had you looking? How was your customer ser- vice experience? What differ- ence did the treatment make? It would be lovely to invite you to our next event. The dates are... NOUVAG AG · Switzerland info@nouvag.com · www.nouvag.com We talk Implantology Scan me to be linked to the Nouvag contact form. Your success is our pleasure • Easy | Simple device setup • Strong | Powerful and smooth motor • Reliable | High quality finish INS_DT UK BDIA_We talk Implantology_210x297_04.indd 1 03.08.2016 12:08:39 AD INS_DT UK BDIA_We talk Implantology_210x297_04.indd 103.08.201612:08:39