How a 30-year old Italian clinic embraced patient video testimonials in just 16 days

I’ve recently started working with a 30-year old, 13-chair practice in central Milan, Italy, confusingly (for some readers) named Adec (no connection with the supply company).

It has been a pleasure to meet founder Dr. Luciano Passaler and his daughter Dr. Linnea Passaler and to begin working with them and their management team on evolving the business over the next 10+ years.

It’s quite something when one of the most highly respected clinics in Italy, with such an impressive track record of treating over 50,000 patients, decides that they can benefit from an external perspective on their future; perhaps even more so when they look overseas for that perspective.

My first visit included the predictable Coach Barrow approach to internal marketing via word of mouth and digital recommendation, so it wasn’t long before I was singing the praises of my UK clients who have adopted the successful habit of collecting patient video testimonials.

My first visit to Milan was 2nd April and yet, within 2.5 weeks, Matteo and Kasia on the marketing team have produced their first video, following the 4-question format I suggested.

Proof, if it were needed, that “it can be done” when you have the time, the team and the dedication to evolution – and that it is never too late for any of us to learn new skills and techniques.

With consent, I share with you the first video – 1:58 with subtitles – just to demonstrate that we homo sapiens are pretty much the same, wherever we lay our hats.

It reminds me of an old definition that “the difference between doing something and not doing something – is doing it.”


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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.