THINKING BUSINESS
a blog by Chris Barrow

The four R’s and the currency of marketing

Recall

The way in which you engage with your existing patients to tell them that

  1. you appreciate their loyalty;

  2. you would like them to attend their Dental Health Review;

  3. there are long-term benefits in regular attendance;

  4. membership can reduce and spread their costs;

  5. people like them are buying things like this;

  6. you are looking for new patients.

Currency – time, love and a good recall system.

Reactivate

The way in which you engage with those who have dormant treatment plans to tell them that

  1. you appreciate their interest;

  2. you would like them to take up the recommended treatment at some time in the future when they trigger;

  3. the benefits of the treatment are still relevant;

  4. you are looking for new patients.

Currency – time, love and a good reactivation system.

Refer

The way in which you engage with all patients to tell them that

  1. you appreciate their loyalty;

  2. you are expanding your business and would like to see more patients like them, because you like them;

  3. you would like them to take 3 of your business cards to pass on to any family, friends or colleagues that they might benefit from a visit to your practice;

  4. you would like a selfie at the end of treatment and permission to tag, post and share;

  5. you would appreciate a video or written testimonial at the end of treatment.

Currency – time, love and a good referral system.

Reach

The way in which you engage with complete strangers to tell them that

  1. you exist!

  2. you can be trusted;

  3. you offer the solutions that fit their needs;

  4. you have a set of core values that match their own;

  5. you have treated people like them successfully and those people recommend you;

  6. your team deliver the kind of customer service that they are looking for;

  7. you make it easy for them to start their patient journey;

  8. you will listen.

Currency – hard cash, wonga, dosh, lots of it.

Which currency would you like to spend the most of to grow your business?

Time, love and good systems are relatively cash free and can be deployed over and over again..

Currency is hard earned, in short supply, usable once only and soon gone.

(with thanks to Andrew Finkelstein for the conversation)

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