Asking the right questions

Old school question:

Q – “So how did you find us?”

A – “I had a look at your web site.”

So the marketing team record this as an internet lead and it looks from your marketing spreadsheet as if 1/3rd of your patients are word of mouth and 2/3rds are internet leads.

The story, however, is actually very different.

New school question:

Q – “May I ask what sequence of events led you to our web site?”

A – “I was admiring my friend’s new smile in the wine bar on Friday night, she told me you were lovely people and she was thrilled with the result, so I checked out your web site over the weekend.”

So the marketing team need to record this as a word of mouth referral plus an organic Google search.

Your marketing spreadsheet shows 1/3rd of your patients from direct and digital marketing and 2/3rds from word of mouth – a normal ratio for my clients.

In fact, if 2/3rds of your new patients are NOT from word of mouth, you are marketing incorrectly and (probably) at too much expense.

Recording the correct data is essential for analysis – asking the right questions is the start of that process.


Published by

Chris Barrow

Chris Barrow has been active as a consultant, trainer and coach to the UK dental profession for over 20 years. As a writer, his blog enjoys a strong following and he is a regular contributor to the dental press. Naturally direct, assertive and determined, he has the ability to reach conclusions quickly, as well as the sharp reflexes and lightness of touch to innovate, change tack and push boundaries. In 2014 he appeared as a “castaway” in the first season of the popular reality TV show “The Island with Bear Grylls”. His main professional focus is as Coach Barrow, providing coaching and mentorship to independent dentistry.