Phone:

Name:

September 2019

MARKETING FOR DENTAL SPECIALISTS

DSSWA

Insights and Actions

MODULE INSIGHTS / TAKEAWAYS ACTIONS

Build Authority

Choreograph Referrer Experience

Go Direct to Public

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The Successful Business Model

VALUABLE

SCALABLE

PROFITABLE

UNVIABLE

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Savvy Dentist Operating SystemTM

D

rive

Recr

uitmen

t

Engineer Retent on Inst gate React vat on

Elevate Team

Embed

Syst

ems

O

f er Treatment

Scale Sales

STRATEGIC MARKETING

ELEGANT SELLING

IMPECCABLE DELIVERY

MONEY MACHINE COMPLETE

CONTROL

STEL

LAR

REPU

TATI

ON

ProfessionalInvincibilityEn

gage

Pat

ent Opt mise Analyt cs

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The 3 Ms

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Notes

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Build Authority

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TOPIC HOW TO ADVICE LESSON OPINION CASE STUDY

The Content Twister

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The Case Study BuilderFR

UST

RATI

ON

PERSONI was treating this person who came in for. . .

PROBLEMThe problem was that . . .

IMPACTThe impact was that . . . and I would have to. . . .

FIX

METHOD / FRAMEWORKSo what I did was use this technique called . . .

ACTIONSWhere I did / which involves . . .

OUTCOMEThe outcome was . . .

FUTU

RE

LESSONSMy lessons learned were

1

2

3

ADVICEMy advice is . . .

RESOURCESIf you want more information on this I recommend looking at . . .

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BRANDING I Name & practce SEED I Service ofering PROMISE I Hook

TEACH I Point CALL TO ACTION I What acton to take SIGNOFF I Goodbye

The Video Formula

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Owned vs Loaned

DO CONTROL & OWN DO NOT CONTROL & OWN

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The Referrer Relationship

Design

Neglected

Default

Supported

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Notes

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Choreograph Referrer Experience

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INCLUSIONS • Packaged in a nice box

• Welcome letter

• Practce brochure

• Referral pads

• Referrer Guide

� Instructons for how to use the online referral system or how to refer

� Partnering with our general dentsts (e.g. educatng what a good referral looks like)

– So we can achieve…. what you can expect from us is…

– And what we need from you is…

� Join the online study club

� VIP Hotline (? Voxer)

• Branded USB* with welcome video and relevant artcles (including one of your own if possible)

• Educatonal pamphlets to give to patents (co-branded)

• Chocolate coated cofee beans or some other tasty treat

** Branded USB’s available from Flashbay

Referrer ‘Welcome Pack’ content

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New Referrer Welcome Call

GREETING | Pre-frameHi Bob, it’s Jesse Green from XYZ Dental. Have I caught you at an OK moment?

THANK YOU | WelcomeI just wanted to ring and say thanks for sending Mr. Bloggs along for (insert treatment). I appreciate the referral and wanted to take a moment to say thank you and to welcome you to our referrer community

WHAT’S NEXT | On-boardI’ll obviously be in contact regarding Mr Bloggs’ treatment but also wanted to take a moment to invite you to join our online study club where we discuss cases and I’m there to ofer help and advice to general dentsts should they need it.I also wanted to let you know we’ll be sending out our welcome pack to you. So please keep your eye out for it. There’s a few goodies in there that I hope you’ll find helpful. In partcular the welcome pack contains material that:

• provides an overview of how we work • shows you how to contact me directly • outlines the ways you can refer to the practce

and a heap more

QUESTIONS | Sign OfOK Bob, that’s it from me. Is there anything you need from this end?

I’ll be in contact regarding Mr Bloggs’ progress shortly. Bye for now.

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Referrer Experience BuilderTM

EMOTION Touchpoint 1 Touchpoint 2 Touchpoint 3 Touchpoint 4 Touchpoint 5

What do you want your referrer to experience?

THINK

FEEL

DESIRE

UNDERSTAND

Systems Required

Frameworks Required

Who is Responsible

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Become a Profit Centre for your GDP

EXPECTED DELIVERED VALUE FOR GDP

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Position to the Patient

GREETHi Jenny, Thanks for coming

ACKNOWLEDGE EXPECTED TREATMENTYou have been referred by . . . so that we can . . .

CLINICAL CONSULT(look and see)

FUTURE PLANSI’m wondering whether you have discussed what happens next with Dr Green

PROBLEM WITH STOPPINGThe problem with stopping now is . . .

IMPLICATIONS OF PROBLEMSThis can lead to . . .

SEED RECOMMENDED TREATMENT / BENEFITS What would typically occur is . . so that . . .

What we could do .. .

So that . . .what I would recommend

TEST CLOSEHow would that sound to you?

NEXT STEPSThe next steps are . . .

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Maintain the Relationship

ABC DENTAL

NEWSLETTERTerm: Spring I Issue 1 I Date: July 2019

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Think of ideal patents / referrers, the ones you love to work with and answer the following questons

DEMOGRAPHICAge Range?

Financial status

Income Range?

Marital Status?

Occupation?

Where they live?

HOW DO THEY SPEND THEIR TIMEActivities / Locations / With whom/ shops clubs events group

MEDIA • What kind of social or traditional media are your ideal patients most likely to frequent?

• Who specifically do they follow / watch etc

VALUES & BELIEFSSocial?

Political?

Spiritual?

Physical?

Ideal Avatar

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WITH DENTISTS • What are the 5 common frustrations patients have dealing with businesses in

my profession?

WITH DENTAL HEALTH • When it comes to dental health, what are the 5 biggest problems or issues of

my ideal patients?

• What is their worse case scenario

WITH THEMSELVES • What are they saying to themselves in their head about their 5 biggest

problems? What specific words and phrases? What story are they telling themselves?

JUST BEFORE BUYING MY SERVICE • What emotions do they feel at the exact moment they’re about to buy my

product or service?

Ideal Avatar

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25

Ideal Avatar

SPEND • What other business do they frequent and spend money at. What other

business serve this person

ASPIRATIONS • What are their aspiratons and desires

• How do they see your business contributng to achieving those

• What does the purchase of your service say about them(in terms of their personality and character)

$$ CAPABILITY • Who makes the booking / purchasing decisions

IN LARGE LETTERS, GIVE YOUR AVATAR A HUMAN NAME • What

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The Most Basic Funnel

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Build your Funnel

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Website Essentials

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Notes

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Notes

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FOCAL POINTS FOR THE

ELITE DENTAL PRACTICE

September 2019

The Performance Culture Matrix

Cre

dit:

Kei

th C

unni

ngh

am

PE

RFO

RM

AN

CE

CULTURE

C(Required: Coaching & Necessary Conversation)

D(Out)

A(Do whatever you need to keep them)

B(Required: Training & Skills Development )

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The People Analyser

NAMEBUSINESS CORE VALUES

GET IT WANT ITCAPACITY TO DO IT

+/- +/- +/- +/- +/- Yes/No Yes/No Yes/No

Credit: Gino Wickman

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Performance Plan – Next Steps

NAME QUADRANT (A-D) ACTION STEPS RESOURCES REQUIRED

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What Don’t I See?

MY BIGGEST RISKS

1.

2.

3.

4.

5.

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12

10

8

-2

00 12018642

Controllable Uncontrollable

Co

st ($

) of R

isk

Manageable

-2

2

4

6

Regulatory

Accidents

Fraud

Competition

Lease

Debt

Key Person

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Risk AnalysisLI

KE

LIH

OO

D

Insignificant Minor Moderate Major Severe

Almost Certain Medium High High Extreme Extreme

Likely Medium Medium High Extreme Extreme

Possible Low Medium Medium High Extreme

Unlikely Low Low Medium High High

Rare Low Low Low Medium High

CONSEQUENCE

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LIK

ELI

HO

OD

Insignificant Minor Moderate Major Severe

Almost Certain

Likely

Possible

Unlikely

Rare

CONSEQUENCE

Risk Analysis

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Risk (Category)

How do I reduce the likelihood of the event occurring?

How do I reduce the cost or impact

if it does occur?

How can I have more control over

the situation?

Who & What (Resources/Assets) are

Needed

Ideal Outcome Time Frame

Risk Analysis

© Savvy Dentist 8

P.S. Whenever you’re ready …. here are 4 ways I can help you grow your dental practice:

2. Grab a free Chapter

Grab a free Chapter from my book "Retention - How to Plug the #1 Profit Leak in Your Dental Practice"

The book is the definitive guide to patient retention and how to use internal marketing to grow your practice.

Go to drjessegreen.com and download your instant free Chapter.

3. Join the Savvy Dentist community

Join the Savvy Dentist community and find invaluable resources, tools ,videos and templates to help you elevate the performance

It’s our Facebook group where clever dentists learn to become commercially smart.

Achieve the dream of having more patients, more profit and less stress. Find us on Facebook.

4. Work with me and my team privately

If you’d like to work directly with me and my team to take your profit from 6 figures to 7 figures

just send me an email to jesse@drjessegreen.com and put "Private" in the subject line …. tell me a little

about your practice and what you would like to work on together, and I’ll get you all the details!

Wwe Can Help

5 Ways We Can Help4 Ways We Can Help

1. Join the Savvy Dentist Academy

of your practice at www.savvydentistacademy.com.

© Savvy Dentist 9

Suite 8, Southern Cross House, 9 McKay Street, Turner, ACT 26121300 66 83 84 · hello@drjessegreen.com · www.drjessegreen.com