When does a 99% failure rate become a success story?

A week ago today I was kicking off Stars of Dentistry (where did that week go?).

One speaker who approached me after my light-hearted opening was American Dr. Robert Ritter, who suggested that we had much in common when it comes to seeing social media as a primary way to drive our internal human interest marketing.

Later that day I attended his fascinating lecture, describing how Instagram and Facebook have become the backbone of his new patient acquisition, generating digital recommendations from existing patients.

There was one stand-out comment that I’ve been meaning to share with you all week.

He asked the audience the following question:

“we see around 100 patients a day in our dental office and our team are drilled to seek and request Facebook and Google reviews – on average, how many reviews a day do you think we enjoy?”

The answer was ONE.

99% of the time it either doesn’t happen or isn’t a success.

However, with a 1% success ratio on asking for reviews, they grow inexorably – 1 a day, 5 a week, 20 a month, 240 a year.

I’ve been so keen to share that with the many long-suffering marketing champions and managers, who email me to say that they feel like failures because they cannot engage the team or the patients in a steady flow of selfies, check ins, reviews and video testimonials.

Ladies and gentlemen, it’s a slow, relentless process.

Daily conversations at The Morning Huddle to identify potential targets, forming the habit of asking and accepting that a 99% failure rate is OK.

1% is infinitely better than 0% and 1% for 100 days will build your practice to 100% visibility online.

Day in, day out – KOKO – keep on keeping on.

Set yourself a target of 1 review a day.

Start today.


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.