cornwall marketing day
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The One-Day Marketing Action Plan
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= £2.7bn
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The Notable Nine
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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
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Decisions…….
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Brand awarenessYou have a brand -
whether you like it or not!
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What are you going to do to develop your brand?
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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?........
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External
Architect – the geek
Designer – the creative
Optimiser – the technician
Connector – the Social Media expert
Internal
Social Media Manager
Content Development (team)
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What are you going to do to develop your web marketing strategy?
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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.”
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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?
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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
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The smile/facial checkThe smile/facial check
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What does that mean?
Why should I become a member of your practice?
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The Referral Business CardThe Referral Business Card
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What are you going to do to develop your welcome pack and branded literature?
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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
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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
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What are you going to do to develop your WOM systems?
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Networking and Strategic Alliances
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NetworkingNetworking
• Chamber of Commerce
• Business Link
• BNI
• Women in Business
• Other breakfast clubs
• Other SIGs
• Get out there and speak!
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Strategic AlliancesStrategic Alliances
Complementary professions and businesses
Added value alliance
Marketing alliance
Take a look at my blog for a suggested letter
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What are you going to do to develop your networking and strategic alliances?
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Interruption marketing
Directories
Direct mail
Print Media
Radio
Signage
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What are you going to do to develop your direct marketing?
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Financial Considerations
Capex of £20,000
Budget of 5% per annum of gross revenues
Marketing manager
Measurement and ROI’s
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Planning Considerations
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What are you going to do to find the money and the time?
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= £2.7bn
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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
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Thanks for listening