Seth Godin talks about a restaurant that serves “the one dish that people would drive across town to buy.” What’s your “one dish?” Please don’t tell me that you deliver state of the art dentistry in a relaxed and comfortable environment – pretty much every dental web site contains that statement, either in writing or
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What exactly is the economic value of a patient in your practice? In business that’s called the LTV – lifetime value. Let’s take the example of a small, independently-owned, private practice in a suburban area in which we have the following data available through analysis: average new patient spend (first year) – £1,750 average annual
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I want you to suspend your disbelief for the next few minutes and take part in a mental exercise with me. think of your top 5 patients from last year with reference to their level of investment – which were your 5 biggest treatment plan sales their level of affluence – which were the most
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Seeking and enjoying the company of others : sociable It does seem rather logical that anybody working in a customer/patient facing environment would have gregariousness as a primary attribute? You would think so. Yesterday, Annie and I went shopping in Central Manchester. We don’t do that very often as jostling with the madding crowds isn’t on
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Yesterday I talked about The Message and The Method. Today let’s talk about The Money – how you spend your marketing budget (you do have one – don’t you?). Creating a financial marketing plan for 2017 is essential and yet so many practices I meet have nothing much pre-planned. Very often investment in marketing is
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Two questions to ask yourself. Question 1 – what is our message? It is no longer adequate to answer “our message is that we are dentists”. You have to consider: what is special about our dentistry? (in which areas can we demonstrate our 10,000 hours of genius?) what is special about the patients we serve?
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Eight days off the grid and 301 emails waiting for me when I sat down in The Bunker yesterday (Sunday) morning. Cue violin….. As a sole trader I have no choice but to invest my Sunday in catch up mode as the travel calendar is full, I’m in demand (thank you) and Phillippa has the
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Brexit happened because apathetic Millennials couldn’t be bothered voting for us to stay in Europe. If Trump wins, it will be because apathetic Democrats think Hillary has it stitched up. Referendums and elections are frequently decided by the people who don’t show up. The success of a business is frequently decided by the team members
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The morning huddle. At worst – there is no morning huddle: we all start at different times we cannot get everybody to arrive at the same time if a patient wants to be seen at 07:30 in the morning – we come in – so we cannot attend a morning huddle we have specialists arriving
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A critical moment in Human Interest Marketing is when the patient has reached the end of a course of cosmetic treatment and are about to experience the reveal of their new smile. Sometimes, as in the case of orthodontic treatment, this is a very dramatic occasion – at other times more subtle. This is the
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