IAAFA
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The document outlines an action plan for complete marketing for a dental practice. It discusses assessing the current marketplace, importance of branding, web marketing strategies, relationship marketing, networking and strategic alliances, interruption marketing, and financial considerations. Recommended reading on marketing topics is also provided. The document then shifts to discussing the potential for a cosmetic dental practice in the 21st century, outlining the key elements of a successful cosmetic practice team and business model.
IAAFA
- 1. The Complete Marketing Action Plan Chris Barrow
- 2. Overview – Session 1 The Current Marketplace – opportunities and threats The Importance of Branding Web marketing – the very latest Relationship Marketing Networking & Strategic Alliances Interruption Marketing Financial Considerations How to get all of this done? Recommended reading
- 3. Philosophy - What is marketing? the barriers to entry by which you eliminate the people that you do NOT want to deal with and the offer by which you make yourself irresistibly attractive to the people that you DO want to deal with.
- 4. 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.”
- 5. Demographics
- 6. The Players
- 7. The Feeders
- 9. The Opportunity Matrix Whitening Facial Aesthetics Invisalign/6 month smiles Incognito veneers Cerec Implants Dentures 25-35 35-50 50-70 65+ Gay Pound
- 10. Branding
- 12. Bringing your brand to life
- 13. Web attraction
- 14. Your website 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?........
- 15. Your Web Team External Architect – the geek Designer – the creative Optimiser – the technician Internal Content Development Manager Social Media Manager
- 16. Social Media
- 17. Web attraction
- 19. The Welcome Pack Covering letter – what will happen/timings Mission statement Meet the team Directions/parking Terms and conditions Promises Price list Smile check MHQ
- 20. The smile/facial check Simple questions Opinions Menu At the first meeting At review meetings
- 21. The Referral System Terms and conditions End of treatment letter Newsletter permission Referral card Web site
- 22. Membership of the practice What does that mean?
- 23. Networking and Strategic Alliances
- 24. Networking Chamber of Commerce Business Link BNI Women in Business Other breakfast clubs Other SIGs Get out there and speak!
- 25. Strategic Alliances Complementary professions and businesses Added value alliance Marketing alliance Take a look at my blog for a suggested letter
- 27. Interruption marketing Directories Direct mail Print Media Radio Signage
- 28. Financial Considerations Capex of £20,000 Budget of 5% per annum of gross revenues Marketing manager
- 29. Recommended reading and resources Seth Godin – “Tribes” Ivan Misner – “The world’s best known marketing secret” Harry Beckwith – “Selling the Invisible” Malcolm Gladwell – “The Tipping Point” Michael Gerber – “The E-Myth Revisited” Action Plan Marketing – Robert Middleton Best Year Yet – Jinny Ditzler www.MilestonePlanner.com
- 30. Follow me….
- 31. Next session at 14:00 “The 21 st Century Cosmetic Practice”
- 33. The 21 st Century Cosmetic Practice Chris Barrow
- 34. Overview – Session 1 The Current Marketplace – opportunities and threats The Importance of Branding Web marketing – the very latest Relationship Marketing Networking & Strategic Alliances Interruption Marketing Financial Considerations How to get all of this done? Recommended reading
- 35. Is there a case for the cosmetic practice?
- 36. Is there a case for the cosmetic practice?
- 37. The 21C team
- 39. The 21C Management Team
- 40. The 21C team at work…
- 41. The Four Pillars of The Four Season s
- 42. Follow me….
Editor's Notes
- #42: Play video link