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Inspired by my client Dr. Andrew Jowett, of Quay Dental on the Isle of Man, I've been playing around with:
The Coach Barrow Bot©
Created on ChatGPT and slowly being populated with the intellectual property I've created over the last 31 years of working with dentists.
This is the very beginning of a long-term project to create coaching advice that can be accessed by a global audience, in real time and at low cost.
One of my meetings today will be with the CTO of an AI development company, to look at feasibility, timings and costs.
The Coach Barrow Bot© is in its infancy (some would say "so is Artificial Intelligence") but I love innovation and I'm keen to experiment.
Who knows whether we will cross "The Gap" described by Seth Godin.
Here's an example (and it might even inspire you) of how AI coaching may assist (but never replace) the mentorship of an experienced business coach.
I asked "The Coach Barrow Bot©" the following:
"Create a marketing plan for my United Kingdom dental practice for the last 30 days before Christmas 2024, utilising the teachings of Chris Barrow and The Extreme Business 100 community."
What follows may not be the best ever marketing plan - but it's a pretty good start - and it might be better than yours!
Please feel free to adapt and use.
Marketing Plan for a UK Dental Practice: The Last 30 Days Before Christmas 2024 (Chris Barrow-Inspired)
Objective:
Leverage the principles taught by Chris Barrow and insights from The Extreme Business 100 community to create a strategic, patient-focused, and high-impact marketing plan that maximises practice profitability and strengthens patient relationships.
Overarching Principles:
Community Engagement: Focus on relationships with patients, local businesses, and the broader community.
Value-Driven Marketing: Promote services as valuable solutions, not discounts.
Leveraging Teams: Empower your team to take ownership of the festive marketing activities.
Week 1 (November 25 - December 1): Preparation & Visibility
1. Campaign Launch: "Smiles All Around This Christmas"
Key Messaging: Highlight the emotional value of a healthy, confident smile for the festive season.
Showcase this through storytelling: "Meet [Patient Story] – How a Christmas Smile Changed Their Year."
2. Team Involvement
Engage your team to become "Smile Ambassadors."
Ask them to share personal videos on social media about why they love working at the practice during the festive season.
3. Community Partnerships
Partner with local businesses:
Example: A local florist or gift shop offers discounts to your patients, and you reciprocate by displaying their festive arrangements in your waiting area.
4. Digital Presence
Revamp your website homepage with festive visuals and call-to-actions:
"Book Your Christmas Smile Appointment Today!"
Post festive content on social media:
Behind-the-scenes clips of your team decorating the practice.
Patient testimonials with festive backdrops.
Week 2 (December 2 - December 8): Value Creation & Community Engagement
1. Focus on Benefits & Insurance Awareness
Educate patients:
Email campaign: "Use It or Lose It!" explaining NHS, Dental Plan, or private benefits.
Highlight the ease of claiming back private treatment costs via insurance.
2. Patient Loyalty Offers (Aligned with Chris Barrow's Teachings)
Exclusive for existing patients:
Free oral health packs for booking hygiene sessions before Christmas.
Complimentary whitening consultations with every check-up.
3. Local Charity Collaboration
Organise a "Christmas Smile Drive":
Collect toys or donations for a local charity in your practice.
Promote it as part of your social responsibility commitment.
4. Thought Leadership Content
Publish a blog: “The Importance of Dental Health During the Festive Season.”
Share patient success stories on social media, focusing on emotional transformations.
Week 3 (December 9 - December 15): Boosting Engagement & Bookings
1. Limited-Time Offers to Create Urgency
Introduce "12 Smiles of Christmas":
Highlight one service daily with a compelling feature, e.g., same-day whitening or orthodontics consultation.
2. Leverage Social Proof
Use video testimonials:
Share stories of patients receiving their festive smile makeovers.
3. Referral Program
"Give the Gift of a Smile":
Encourage patients to refer friends and family.
Offer a festive treat (e.g., gift cards or dental care kits) for successful referrals.
4. Amplify on Social Media
Daily countdown posts to Christmas with:
Fun facts, dental tips, and a behind-the-scenes series.
A live Q&A session with your lead dentist about "How to Maintain Your Smile Over Christmas."
Week 4 (December 16 - December 23): Festive Cheer & Last-Minute Push
1. Create a Festive Atmosphere in Your Practice
Decorate the waiting area with a warm, welcoming feel:
Christmas tree, fairy lights, and holiday-themed dental gifts (toothbrushes, floss).
Offer festive refreshments:
Sugar-free hot chocolate or spiced tea.
2. Last-Minute Bookings
Promote on social media:
Remaining appointment slots.
Stories of patients prepping their smiles for Christmas.
3. Team-Led Gratitude Campaign
Record personal messages from team members thanking patients for their loyalty in 2024.
Share these on social media and via email.
4. Patient Gifts (Chris Barrow's Emphasis on Delight)
Small branded gifts for patients (e.g., a festive card with a handwritten note from their dentist).
Week 5 (December 24 - December 31): Post-Christmas & Looking Ahead
1. "New Year, New Smile" Campaign
Email and social media campaign:
Encourage patients to book for January with goals like "Straighter Teeth in 2025" or "Brighten Your Smile for the New Year."
2. Reflect and Measure
Review campaign results with your team:
Celebrate wins (e.g., increased bookings, patient feedback).
Plan how to improve for 2025.
3. Thank-You Initiative
Send out thank-you messages to patients, your team, and community partners.
Include a sneak peek of what's to come in 2025, building excitement for your practice.
Key Takeaways from Chris Barrow's Teachings:
Empower Your Team: Make them central to campaigns.
Create Emotional Connections: Focus on storytelling and patient-centric messaging.
Leverage Existing Relationships: Patients, local businesses, and the community.
Measure and Improve: Reflect on successes and learn from the campaign.
This marketing plan aligns with Chris Barrow's ethos of delivering excellent service, fostering community spirit, and building a practice that patients and staff are proud to be part of.
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