Was it Amex that first coined that phrase?

In Edinburgh at the moment for our Business Club meeting - and when I arrived yesterday and passed my Diamond VIP loyalty card across the registration desk at The Cally, I was upgraded to one of the “newly refurbished rooms with a view of the castle” in a rather grand way.

That’s what I expect, because I am a loyal client of Hilton, as evidenced by my “points” tally.

Interesting then, that the ensuing conversation with a practice owners revolves around how they can positively differentiate themselves in a world of increasing competition and “sameness”.

We are evolving an important theory as to how the “membership scheme” has to be elevated to a new level.

I asked one of our clients what benefits were associated with their in-house scheme.

He quickly replied, “two exams, two scale and polish and some emergency cover - PLUS a 20% discount on fee per item work (but that’s not really a discount if you know what I mean) nudge, nudge, wink, wink.”

It’s a familiar mantra - and I want to challenge perceived thinking and suggest that this will not be enough going forward.

When you are competing with Tesco, Virgin, Superdrug, the semi-private corporates and the new phenomenon of jobless VT’s and associates backed by family money or idiot banks - the traditional explanation of membership scheme benefits may no longer cut the mustard.

Especially not as my utility bills rocket skyward and the need for general dental “maintenance” (how horrible a word is that) gets pushed on to the “round tuit” list.

So what will a 21st Century dental membership scheme offer?

Here’s a clue…

1.

2.

3.

4.

5.

6.

7. member’s price list

8. two dental examinations

9. two hygiene visits and

10. worldwide emergency cover.

The real question is - what will the first 6 “knock ‘em dead” offers be - so irresistibly attractive that there will be a waiting list for membership of your practice?

Answer that question successfully - and you have a survive and prosper plan for the next three years.

Fail to answer it - and that rumbling sound is “everyone else” - just behind you.

Want a clue?

Start with the following:

• Scarcity
• Privilege
• Reward

My room at The Cally is lovely:

• only a few have been refurbished so far and I’m amongst the first to experience them
• beautiful bathroom, fancy plasma TV, exquisite bed providing a wonderful night’s sleep
• my upgrade is free of charge
• the view of the castle is stunning
• the complimentary wine and chocolates will be travelling home with me
• I’ll enjoy my quarterly breakfast of haggis shortly
• I feel appreciated, privileged and rewarded for my loyalty