July 2013
We operate as a showroom for dentists nationwide to visit and as such we have an amazingly high level of fixtures and fittings, not only providing advanced technological support but also considerable patient comfort.
Whilst innovation in dental technology is on-going, innovation in the business of dentistry is not so common. We are a highly regulated profession and have strict regulation of our advertising and conduct codes. As a novice in business I have found that by working with ActionCOACH and particularly Mandy Hildred it has allowed me to promote and advertise the practice in an ethical manner which patients have really responded to.
Engaging with local community was a real problem as many of the villagers were either already patients of, or friendly with the two dentists who reside in the village, going to the new place ‘down the road’ was seen as not being quite the right thing to do. Being noticed by the locals had to be carefully choreographed to avoid treading on toes!!
We came up with some quite innovative ways to engage with them, we were the primary force in setting up a community first responder scheme and are participative members. We have held open evenings at the practice to encourage locals to get involved (and see our fab practice). We write a monthly column in the local magazine packed with advice and tips you would normally have to pay for (this has been particularly successful in encouraging people to attend). We have also worked with local schools and nurseries to provide fun but informative oral health education sessions.
When patients started to ring us up our answers were scripted to ensure that they received all the necessary information and our telephone is always answered in a positive and friendly manner. My staff have been selected for their pleasant demeanours and are really motivated to move the practice forward. I have provided private healthcare benefits for them as a reward for their continued commitment.
Systemisation of our procedures has allowed us to concentrate on the business of dentistry and to satisfy the Care Quality Commission. Our small team are totally committed to providing a ‘beyond expectations experience’ for our patients and it must be working because our feedback is fantastic, our Chair Occupancy has increased from 6.28% back in our first month of business in November 2011 to an average of 46.99% per month for 2013. We have had 41 new enquiries from the beginning of 2013 with a Conversion Rate of 100% and 36% of those new enquiries joining the practice have come from recommendations!
As with any new business the first faltering steps are the most difficult however we are now moving forward with our business plan and ActionCOACH has spurred me on to constantly analyse our KPI’s so we may achieve our aims and objectives. Thank you Mandy and thank you ActionCOACH.
ActionCLUB Member – Dr Christine Parker BDS
