DentaltownUK Winter 2017 - 46

time out

Seven Perspectives
At this month's BDIA exhibition, DentaltownUK met
up with Kevin Rose, who was on the A-Dec stand,
launching a joint initiative that's designed to help
dentists develop and grow their practices

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46

WINTER 2017 // dentaltownuk.com

Mike Gow: Can you give me an overview
of what this new project is about?
Kevin Rose: Most people recognise that
in any business, it's important from time
to time to experience it as your customers
do. This is commonplace nowadays, with
the ability to ask for online reviews, for
example. This then allows business owners
to make improvements to the service that
their customers receive by providing essential
insights into their world-your business as
your customers see it.
Beyond asking for the feedback, though,
this can sometimes be difficult particularly
for a busy dental practice owner, who is
hopefully spending most of his or her time
dealing with patients. Recognising this, we
are offering dental practice owners a thorough
review of their patients' experiences and
thereafter a chance to discuss what we have
seen, as well as to offer some practical advice
to make improvements.
MG: How will you do that?
KR: Over the next few months, we will
be visiting the practices of those taking part
and looking at how they interact with their
patients, both online and face to face. We
will also take a close look at their marketing
activities both to existing and new patients.
MG: Can you break that down a bit more?
KR: There are seven perspectives that
we will look at:
* The physical premises, including
patient facilities and surgery layout.
* The processes involved in becoming a
patient and how easy it is to do so.
* Ongoing communication to establish

how effective the practice is at retaining its patients.
* Their website-its functionality,
accessibility and visibility online, as
well as their other online presence,
including their blog and social media
activities.
* Other marketing activities including
patient information and traditional
media.
MG: What do you expect to see?
KR: In my experience, and having
undertaken similar exercises in the past,
we are likely to uncover something that the
principal may not be aware of. We are not
trying to catch anybody out, but we don't
intend to hold back, either, and if we see
something that we think could be improved,
then we will highlight it and provide some
ideas that will fix it.
MG: What general advice can you offer
readers with regard to the seven perspectives?
KR: It surprises me how readily practice
owners will invest in new surgery equipment
and patient facilities. and then allow posters
and notices to be daubed across their walls
without giving it any thought. Everything
that is visible to patients should be consistent
with the practice's brand and reinforce the
message that you want your patients to receive.
Small things matter-for example, let's
have anything that needs to be put on the
wall to be framed, and not just stuck with
blue-tac! I'm also frequently seeing lots of
effort made and money spent to make the
telephone ring by having a website, paying
for Adwords, etc., but without recognising
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Table of Contents for the Digital Edition of DentaltownUK Winter 2017
