The One-Day Marketing Action Plan

= £2.7bn

The Notable Nine

WhiteningWhitening Facial Facial AestheticsAesthetics

Invisalign/6 Invisalign/6 month month smilessmiles

IncognitoIncognito veneersveneers CerecCerec ImplantsImplants DenturesDentures

25-3525-35

35-5035-50

50-7050-70

65+65+

Gay PoundGay Pound

The Private Dentistry 2012 Opportunity Matrix

Decisions…….

Brand awarenessYou have a brand -

whether you like it or not!

http://www.aesthetics-dentistry.com/

What are you going to do to develop your brand?

Your website home pageYour website home page

Profile – am I in the right place?

People – do they look like a nice team?

Premises – does it suit my demographic?

Promises – are they customer service focused?

Prices – is it reassuringly expensive/affordable?

Proof – do other people speak highly of them?

Products expressed as Experiences – do they do the things I want?

And for you?........

External

Architect – the geek

Designer – the creative

Optimiser – the technician

Connector – the Social Media expert

Internal

Social Media Manager

Content Development (team)

What are you going to do to develop your web marketing strategy?

Dan Sullivan – The Strategic Coach

“all the money that you need for the rest of your career is in the pockets of the people that you know and the people that they can introduce you to.”

Are you missing the trick?

1.What did the patient attend for?2.Did you up-sell?3.Did you invite them to become members of the practice?4.Did you request referrals?

The Welcome PackThe Welcome Pack Covering letter – what will

happen/timings Mission statement Meet the team Directions/parking Terms and conditions Promises Price list Smile check MHQ

The smile/facial checkThe smile/facial check

What does that mean?

Why should I become a member of your practice?

The Referral Business CardThe Referral Business Card

What are you going to do to develop your welcome pack and branded literature?

14 ways to improve your

WOM1. Web site statement

2. Web site video testimonials

3. The new patient Welcome Pack

4. Referral business cards

5. The Introduction to The Brand

6. Quarterly patient newsletter

7. The End of Treatment Letter

8. The unsolicited “thank you”

9. Local business referral groups

10. The 60-second intro

11. Check ups and KEDO cards

12. Data Capture

13. Social Media

14. Tracking and CRM software

What are you going to do to develop your WOM systems?

Networking and Strategic Alliances

NetworkingNetworking

• Chamber of Commerce

• Business Link

• BNI

• Women in Business

• Other breakfast clubs

• Other SIGs

• Get out there and speak!

Strategic AlliancesStrategic Alliances

Complementary professions and businesses

Added value alliance

Marketing alliance

Take a look at my blog for a suggested letter

What are you going to do to develop your networking and strategic alliances?

Interruption marketing

Directories

Direct mail

Print Media

Radio

Signage

What are you going to do to develop your direct marketing?

Financial Considerations

Capex of £20,000

Budget of 5% per annum of gross revenues

Marketing manager

Measurement and ROI’s

Planning Considerations

What are you going to do to find the money and the time?

= £2.7bn

Recommended reading and Recommended reading and resourcesresources

1. Seth Godin – “Tribes”

2. Ivan Misner – “The world’s best known marketing secret”

3. Harry Beckwith – “Selling the Invisible”

4. Malcolm Gladwell – “The Tipping Point”

5. Michael Gerber – “The E-Myth Revisited”

6. Action Plan Marketing – Robert Middleton

7. Best Year Yet – Jinny Ditzler

8. www.MilestonePlanner.com

Thanks for listening