Issue 9 / Feb 2014
Why TCO’s? The Bottom Line
7connections .com
7 Ways To Use Video
Triaging And Profitability
Initiative Kicks In At Your Marketing ÂŁ15 An Hour Budget
In your practice marketing
Practices that want to increase daily yield.
Training, training, training.
How much should you spend?
Letter From The Editor FAQ or flack “Good morning – I wonder if you could tell me the price of a dental implant?”
Last Friday and Saturday, practice
managers and owners of our Top 20 Club were able to enjoy a detailed conversation with our friend Tracy Stuart of NBS Training. We wanted them to have “the Tracy experience” for themselves – there is no commercial relationship between 7connections and Tracy’s business – we simply want our clients to hear from best of breed in the business of dentistry. To everyone’s astonishment, during her discussion on front desk communication skills, she switched her iPhone to “speaker” and started to call some of the practices represented in the room with the above question and also:
But sadly, the responses (with one exception – who had been on Tracy’s training course a few weeks earlier – total co-incidence) left a lot to be desired. Typical of the answers to the first question: “Well prices start at £2,000 but it could be more, depending on whether you need X-Rays or a restoration.” And to the second question: “We charge £x for internal whitening and £y for external whitening.” In none of the calls we heard, was there an attempt to establish rapport, find out the caller’s name, enquire as to what exactly Tracy was looking for, express confidence in the ability to help.
or FAQ – frequently asked questions – agreed upon and answered according to the protocol. To quote the late Stephen Covey: “if there’s a problem with your team – the problem is you.”
“Good morning, could you tell me how much you charge for tooth whitening please?”
Again – I DO NOT HOLD THE TEAM MEMBER RESPONSIBLE – the responsibility is with the owner of the business to ensure that ANYONE who answers that phone can deliver an agreed upon response that is on brand and likely to secure further interest.
The tension was palpable as delegates own businesses were tested in the firing line. Even I was holding my breath whilst the calls happened, in front of over 20 stunned faces on each day.
You either take the flack from unhappy patients (and trainers) or you create the FAQ’s (frequently asked questions) and work constantly with your team to perfect your answers:
Interestingly, on Friday (the managers’ day) they were reluctant to open their “girls” to scrutiny – very protective.
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how much is a crown/implant/root canal/whitening?
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do you accept NHS patients?
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will you see my kids?
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can I come in after hours?
Contents
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will you put me to sleep?
03 - 7 Ways To Use Video
On Saturday, the owners were far more inclined to throw their staff to the lions. That, I suppose, comes from having your own skin in the game. What would you expect YOUR people to say? Before you start:
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yes – it was a short question and maybe most patients wouldn’t ask so directly.
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yes – mystery shopping is unpleasant and moves people out of their comfort zone
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yes – everyone who answered a call last week, did their level best – in the absence of a system
01
Each practice will have its own FAQ’s, depending on location, size and style – and your front desk team will already know which they are. You need regular training FOR ALL THE TEAM so that if an associate, hygienist, therapist, nurse, administrator, owner happens to answer a call, they are “on brand” and able to turn an enquiry into a first meeting. Flack – from unsatisfied callers, hard-hitting trainers and frustrated owners.
To confirm something I said last weekend and was posted on social media – I have a fatal attraction for people who tear up the rule book – Tracy is one of those people and, if you can stand the heat, she can train you and your team to become front desk and telephony masters. With thanks to Lynda Allman and Debbie Hansell at Acomb Dental near York, who inspired this post – and their receptionist Gill Reed, who won my respect for best mystery call response last weekend.
04 - Triaging And Profitability 05 - Initiative Kicks In At About £15 An Hour 07 - Your Marketing Budget 08 - Why TCO’s? The Bottom Line
Practice marketing evolved....
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02
7 Ways To Use Video In Your Practice Marketing
What you will hear is that “Google
loves video” (as far as the position of your web site on the open search listings). Undoubtedly true. But there are more reasons why you should have video as part of your marketing mix – all of which are centered on the smile fact that people love watching SHORT video clips (defined as less than 4 minutes).
Some of that video will benefit from an amateur approach – the 2-minute patient testimonial shot with a handy cam in the TCO consult room really can bring a patient story to life. But the “movie trailers” that you show on your web site requires a more professional approach.
03
If people are going to invest thousands in their dental health and appearance, they are going to expect you to invest seriously in your virtual shop window. Which is where Jem Patel and the team at JSP Media Group step in. We have used Jem’s services for some years now (even last week a full video shoot during our T20 meeting in London) and we have also recommended him to many happy clients. I thought you might like a mind map that spells out clearly what you should use video for, when and whether you should DIY or hire in the professionals – enjoy – and give Jem a call. Create your own mind maps at MindMeister.
written by Chris Barrow
If people are going to invest thousands in their dental health and appearance, they are going to expect you to invest seriously in your virtual shop window.
Infographic: Triaging And Profitability Dental
practices that want to increase their daily yield often make the mistake of squeezing in more appointments for the dentist, rather than less. Here is how a successful 21st Century private dental practice works. And yes, this ONLY works if you invest time and energy into communicating your approach to old and new patients on a continuous basis. To view the infographic click here.
This ONLY works if you invest time and energy.
written by Jon Barrow
Triaging and Profitability Dental practices who want to increase their daily yield often make the mistake of squeezing in more appointments for the dentist, rather than less. Here is how a successful 21st Century private dental practice works. And yes, this ONLY works if you invest time and energy into communicating your approach to old and new patients on a continuous basis.
Welcome to
where we are focused on the needs of the patient.
Principal dentist works on the top floor, investing his time, skills and experience in delivering the very latest dentistry, using the latest equipment and techniques, staying in touch with the latest clinical developments.
TCO
On the first floor we have a team of hygienists, therapists and dentists who are experts at long-term care. The majority of patients will visit this floor on a regular basis for their 6-monthly check-ups.
Created by
On the ground floor we have a team who are experts at dealing with emergencies. Our rapid response team – because we know you want to get out of trouble quickly. This team can include anyone from the top floor or the first floor, depending on availability as we all take turns to help.
EMERGENCY
The benefits to the patients are: 1. few delays or queues 2. expert treatment at all times 3. delivered at the right price
Three Storey Dental This approach gives the principal dentist the shortest route to a HUGE increase in productivity. The various teams feel empowered and happy. And most importantly, your patients are happy with the care they receive. If you want to increase profits, reduce your hours and treat happier people, speak to 7connections today. Contact us on
01647 478145
Created by
04
Initiative Kicks In At About £15.00 An Hour Team meetings are not to discuss niff naff and trivia – they are training opportunities.
I
invest a lot of time in listening to my clients bemoan the fact that they simply cannot get their team members to act on their own initiative.
How do these organisations manage to get their (relatively low paid) team members to do and say the same things over and over again?
Each time I hear this, I am obliged to refer them to either a franchise prototype or the military.
Training, training, training.
In both cases, team members are trained to repeat tasks according to a tested formula.
Daily huddles, weekly reflections, monthly management meetings, quarterly training days, annual gatherings.
When I checked into the Holiday Inn Regents Park last night, the young lady on the counter went through EXACTLY the same routine that they do in every other Holiday Inn, including the phrase: “thank you for being a Gold Elite member Mr Barrow” Same phrase, every time, every Holiday Inn (different phrase for Hilton/Melia et al). At my much loved Pret a Manger on Fleet Street yesterday, I enjoyed the same pea and ham soup and the same bright cheery greeting as with my identical pea and ham soup in Pret, St John’s Wood High Street on 9th January.
05
Repetition, repetition, repetition.
Team meetings are not to discuss niff naff and trivia – they are training opportunities. Today, at our first 2014 Mastermind meeting in London, the delegates will, once again, be exposed to the Tracy Stuart experience (what they don’t know until this morning is that she has been calling some of their practices this week and will be reporting back on the outcomes). If it is anything like our Top 20 meeting two weeks ago, the results are likely to make for grim listening. Remember what I said here at the time – the telephonists involved are not commercial terrorists – they are simple doing their
written by Chris Barrow
A concert pianist will practice scales every morning.
best, either in the absence of any systems (answers to FAQ’s) or they were trained in a system weeks, months or years ago – and have simply forgotten.
A function of management is to ensure that your systems are followed, to the letter, day after day – and the only way to achieve that is to repeat, repeat, repeat.
I remember a dentist telling me that he couldn’t understand why his front desk team weren’t answering the phone properly, after they had attended a training day 2 years before.
Do you allocate the time for that?
When I asked how often they had reviewed the content of that day in a practice meeting, he looked at me with disbelief.
Repeat, repeat, repeat.
When I say “don’t expect your team to use their initiative”, I’m not suggesting that your team are stupid – I’m simply pointing out that a soldier learns to assemble and disassemble a rifle a thousand times, so that it becomes embedded behaviour; so that in the heat of battle there is nothing to stop and think about. A concert pianist will practice scales every morning. An athlete will warm up. That’s how human beings work. Managers get to use their initiative (and so do you). That is reflected in the pay scales.
06
Your Marketing Budget
written by Chris Barrow
“How much should I be spending on marketing?”
I am frequently asked “how much should I be spending on marketing?”
First – a distinction – advertising is not marketing. Advertising is telling your story to complete strangers. People who do not yet trust you. Tough call.
• A-boards • Signage •
Newspaper adverts
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That quarter page in the golf club/school magazine
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Wedding fairs
• Radio • TV
Marketing is telling your story (and new stories) to people that you already know (have built some trust with).
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E-mailing your existing patients with news and offers
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the practice newsletter (printed or virtual)
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Pop-ups in reception
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the TV loop in the patient lounge
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a smile-check
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handing out referral cards
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social media engagement
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a 1:1 conversation
I’m curious because I already trust, respect and like you – so I’ll invest a few minutes (only a few mind) in your message.
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Sacrificing your profit on Groupon or equivalent
The beauty is that, like a Venn diagram, these forces overlap each other.
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B2B or B2C networking
For example, a properly orchestrated social media campaign will connect with your patients (people that you know) and their friends (people that you don’t yet know) – thus giving you more bang for your buck.
It is all advertising. Why the hell should I respond to you? I have no idea who you are. Maybe I’ll respond because I’m a bargainhunter and you will never see me again after I have potted my latest offer. High cost, low response rate, low profit, high hassle.
People don’t refer A-boards to their friends, or adverts in newspapers – but they will refer a post, a tweet, an e-zine, a referral business card (if you ask nicely). Second, then, how much? Excluding the cost of any marketing coordinator/manager (that comes under staff costs).
07
All the books on professional services firms indicate that 5% of gross sales is the level at which the advertising/marketing plane will get off the runway – and you will see a realistic ROI (return on investment) for your hard earned cash. What do I see? On a good day – 2%. On a normal day – 1%. On a bad day – nothing. So – the majority of dental principals are taxi-ing down the runway but never achieve take-off velocity. Then complain that their “marketing” isn’t working (when in fact its probably their advertising that isn’t working – because they are not marketing at all). Hard though it may be – the tough love is to get your cheque book out and start investing seriously.
5% of gross sales is the level at which the advertising/ marketing plane will get off the runway.
Why TCO’s? The Bottom Line
written by Chris Barrow
Marketing and sales systems are here to stay in dentistry – and the sooner you join that club the better. At
7connections we are huge advocates of incorporating Treatment Co-ordinators (TCO’s) into your team and your patient experience. The bottom line is simple. We measure our clients’ sales results very carefully on a month by month basis – and have noticed a trend. That a good TCO will increase the productivity of a good clinician by 30%. I stress here the use of the word “good” in both cases. 1.
2.
there is little point in taking an existing team member and suggesting that “in addition to your existing duties on reception/in surgery/in the office – we would like you to do a bit of TCO’ing”. The commitment has to be absolute and the training/coaching constant to ensure gradual progress through the “school of transactions” (the first 200 sales) so that experience and knowledge are accumulated; there is equally no point in teaming up a good TCO with poor clinician – by which I mean an individual who is either too busy swimming in a sea of maintenance or lacks the confidence to discuss and offer higher-value treatment.
The TCO role is a piece in a jigsaw and should not be looked at in isolation:
You cannot just “take Mary off the front-desk for a few hours every week”.
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comprehensive marketing
1.
up-selling to existing patients
2.
word of mouth recommendations
The return on investment when the TCO job is done properly has been well documented across our client base and in conversation with other TCO trainers.
3.
web and social media connection and engagement
4.
direct marketing
5.
B2B and B2C networking
6.
strategic alliances
7.
GDP referrals
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an excellent telephony experience
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a proficient front desk
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a well-planned patient experience
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the TCO relationship
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the clinician relationship
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effective treatment plan preparation and presentation
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pipeline management
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closing skills
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the post-treatment conversation
The TCO working as part of a comprehensive marketing and sales system is here to stay in dentistry – and the sooner you join that club the better.
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Connect www.7connections.com www.facebook.com/7connections twitter.com/7connections www.linkedin.com/ company/7connections www.youtube.com/ 7connectionsTV plus.google. com/110574659866848012061
With thanks to: Matt Cox - Graphic Design
we need to raise
£50,000
mattcoxmail@yahoo.co.uk Photography:
before the end of march! Bridge2Aid, the charity tirelessly providing emergency dental pain relief to over 3 million people in East Africa, is under very real threat. Due to two circumstances beyond our control, we need to raise at least £50,000 before the end of March 2014. We were recently the victim of a sophisticated financial fraud in Tanzania, orchestrated by an organised crime ring. We have taken swift action to tighten procedures and pursue funds taken via a high-quality counterfeit cheque fraud, plus switched accounts to a new international bank. We’re also facing a sudden, and large
Cover
Liza31337 - Flickr
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Music2020 - Flickr
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Barto - Flickr
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Liza31337 - Flickr
(70%), drop in funds from our main corporate sponsor, who regrettably announced that they would be slashing final payment of a three-year grant due to a large fall in their profits. We’re doing everything in our power to rectify the situation, including raising additional funds and working with the bank and the authorities in Tanzania to retrieve our stolen funds. However, we cannot do this without your help. Our need is urgent.
Individual and private donations are being taken now:
www.bridge2aid.org/urgentappeal
If everyone in the dental profession donated just £1 we would reach our target. For further information on this or advice and support on additional fundraising plans, please contact urgentappeal@bridge2aid.org or call 0845 850 9877.
please help us to help others. from the bottom of our hearts, thank you.
G17277 B2A urgent appeal 2pp Pink A5 flyer.indd 2
29/01/2014 10:24