I wrote recently about the expanding digital landscape, and today I’m going to tell you why I believe that, despite this trend, machines will never do everything.
This graphic is an evolving hand out from my presentation in the Practice Plan Business of Dentistry Theatre at The Dentistry Show.
In simple terms, I am suggesting that every process in a red box can be automated but that every process in a green box requires effort by people as well as their own “human touch”.
The people processes include:
• Networking – in your local B2B and B2C communities;
• Publishing – creating and collating excellent content for your social channels, white papers and newsletters;
• Speaking – wherever you can, to potential user groups;
• The Patient Experience – no machine can ever replace a smile and the words “how can I help you?” or “no problem, leave it with me, I’ll get it sorted.”
• The TCO Assessment;
• The Dental Consult;
• The Tx Plan Presentation and Options Meeting;
• Conversion – the final (and ethical) encouragement to answer any concerns or objections and help a prospective patient to say “YES”.
No matter how much more sophisticated The Digital Landscape becomes, The Human Touch will still be the factor that makes people buy as customers and become clients for life.
Paradoxically, no matter how emotional and passionate your people are, how good at The Human Touch, they and you will fall behind if you do not embrace The Digital Landscape.
