Chris Barrow’s Blog

There is a growing sense that all of those “bling” practices that emerged in the boom years may be catching a severe cold in the harsh reality of 2010.

I’ve noticed a rise in enquiries from this genre, asking for help either in growing, changing or to be rescued.

There is a move towards advanced restorative dentistry, delivered in a business class environment but don’t miss out on the affluent family Market.

Watch this space.

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Eight products/services that are selling like hot cakes in dentistry:

1. Whitening
2. Facial Aesthetics
3. Cerec
4. Invisalign
5. Incognito
6. Smile Makeovers
7. Dental Implants
8. Denture stabilisation

Questions

• are you selling these products and services?
• are you SEO’ed and/or PPC’ed on them?
• do you have a KEDO for each of them?

If not – you are in the wrong place.

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Consider this mind-map very carefully – it represents the future of the independent dentist

Just started to play with Snagit for Mac Beta.

I think this could be a very good learning tool.

For example, capturing a clients web page and pointing out likes and dislikes:

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Looks like I won’t be going very far today.

If your surgery day falls apart because of the weather and cancellations, use the opportunity to call a team meeting.

Agenda items:

• what do you like best about working here?
• what do you like least about working here?
• what would you most like to change?
• what are the best ideas to get new patients in 2010?
• what are the best ideas to do more business with existing patients in 2010?

And for the clinicians who are selling private treatment:

• who are your 20 best new business opportunities at the moment?
• who are your 20 best centres of influence at the moment?
• what are your top 10 self-marketing activities in the next 90 days?

Don’t sit there complaining about the weather.

Use the chance to do some future-profit planning.

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Marmite, liver and onions, Jed-ward.

There is a “love it” camp and a “hate it” camp – there is no “on the fence” camp.

And that’s why somebody gave me a nickname last year – “as a public speaker Chris Barrow is like Marmite – you either love or hate the man and the message.”

Yesterday I attended a debrief meeting with the team at Practice Plan – to take a look back at our marketing workshop tour in 2009.

211 practices attended and over 770 people.

They were asked to complete a detailed feedback form and scores “out of 5” were allocated across the 10 venues.

Average was around 4.7% – the highest they have experienced.

It appears that even some of the people who previously disliked Marmite were persuaded.

This – by the way – is not just about my skills as a public speaker – or my message that marketing is like breathing – you cannot opt out or try it every now and then.

It’s also about the fact that, in 15+ years as a speaker in dentistry, I have never been so well backed up as I was on this tour.

I’ve written before about Practice Plan’s excellent pre-event marketing and preparation, about their superb branding on the day, about the magnificent back-stage support.

Yesterday we were also discussing and reviewing the way in which PP’s team of regional sales managers have been following through after the workshops – making sure that all those who attended were doing their homework and making progress.

I don’t have shares in Practice Plan and I’m not on commission.

They just have one of the best teams in UK dentistry, one of the brightest brands and ideas for future development that I’m not at liberty to disclose – but if I were a betting man, this is a horse I would back all the way.

I’m hoping to work closely with them in 2010 and beyond – I love to hang out with winners – you might be well advised to do the same.

Oh – and by the way.

At the end of our meeting, graphic designer Dan Griffiths presented me with a small gift.

“I saw this and thought of you” he said.

And produced the Marmite mug you can see on my desk this morning for an early cuppa.

Stupid isn’t it – a £10 mug that made my day – a critical non-essential – from one of the team – that speaks volumes for the core values of the company.

Marmite – love it or hate it.

And that was a reminder to me to carry on being me – just the same – bold, outrageous and provocative.

A reminder to you – be authentic – be the real you – never compromise on that.

Apologise and make restitution if your actions or words cause unintentional harm (sometimes they will – when you do 100 things a day and say 1000 things a day, you will make mistakes).

But NEVER, NEVER, NEVER stop being the “perfect version of you”.

“Dear Chris,

This debate has gurgled along for the 15 years I have worked in dentistry – with no clear winner between:

• no bonus
• 100% discretionary
• monthly profit share
• annual payment (the 13th month)

and probably some varieties that I’ve seen along the years – including all sorts of complicated systems from the USA.

The fact is that the advocates of all the systems (except perhaps the first) tell me good and bad stories about individual performance and behaviour.

After all these years, my preferences are either the 13th month or the monthly profit share – I couldn’t choose between the two.

The important lesson is to add to any of these systems:

• regular team meetings
• leadership
• a clear vision
• appreciation
• fun
• a lovely working environment
• zero tolerance of inappropriate behaviour by clinicians, team and patients.

The money on its own doesn’t make the difference.

How do I ask / refer patients to rather see another dentist/therapist (in the same practice ) instead of seeing me the lead dentist?  (minor work I don’t want to do)

A question raised just this morning.

The issue of “triaging” new and existing patients starts with a re-alignment of your brand and re-education of the patients concerned.

I have written previously about the three “floors” of the metaphoric dental building:

• The Emergency Floor – there to get people out of trouble
• The Maintenance Floor – there to help people keep healthy teeth and gums for life
• The Confidence Floor – there to help people improve their confidence by improving their smile

So what my client is really asking here is “how do I send all/most of my time on The Confidence Floor?

And the answer is to create a brand standard and patient journey that clearly states that the patient is a ”Member of the Practice“ and that, from time to time, they will be cared for by different team members, depending on their needs (depending on which ”floor of the shop“ they require).

I was in Selfridges, Manchester on Wednesday evening, Christmas shopping with my daughters.

I asked the girl in the computer department where the cameras were – she directed me across the floor to the hi-fi and camera department.

I didn’t complain that she knew nothing about cameras – I wanted to chat to the camera guy.

I can hear you saying ”its different – these patients have visited me for 100 years and they will be outraged and march down the road“.

Point 1 – if its explained properly and the ”benefit“ to them – WIIFM (what’s in it for me) is clarified

• less waiting time for appointments
• expertise focused where it is needed
• more time to engage with the individual
• lower overall costs

and that explanation will be on the web site, in the welcome pack – and well rehearsed by all the team members – word perfect.

Then they will stay.

Point 2 – a small number will leave – and they will be the ones you want to get rid of anyway – the ”messers“.

Point 3 – and your robust marketing systems will refill the book.

Point 4 – every fee-earner in the practice increases their average daily productivity – most of all you!

http://www.coachbarrow.com/blog/wp-content/uploads/2009/12/PastedGraphic.pdf

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That was the question put to the CEO of Mulberry on Radio 4’s “Today” programme yesterday morning, after the company reported a 47% increase in pre-tax profits.

The answer?

1. Quality
2. Craftsmanship
3. A great product line
4. Customer Service

It really is that simple.

Question – in your practice:

1. do you offer the highest quality?
2. do you execute the work with the highest craftsmanship?
3. do you have a great product line (that the customers can understand?)
4. do you deliver great customer service?

I would argue that the same people who pay £650 for a handbag (or a man-bag for that matter) will pay top prices for a signature smile.

I bought my Mulberry man-bag over 6 years ago – and it still serves me well and attracts favourable comments.

An orthodontic client and friend has emailed to ask for a review of the existing price list as we approach the new year.

Attached to the email was a detailed breakdown of products and prices, with a request for my opinion.

Here’s my reply:

The fact is that the list is unintelligible to the patients – who are looking, in your case, for an orthodontist/treatment co-ordinator that they trust, respect and like + an environment and customer service experience that makes them feel special.

• Minimum = the hourly rate you must achieve and
• Maximum – what you think/judge the market will bear (the emotional price resistance level).

The minimum is easy to establish – the time honoured route of (annual cash flow forecast = gross annual sales target/number of clinical hours in the year).

So I’m going to be infuriatingly “coachy” and ask – “how do you feel about your prices right now?”