DentaltownUK October 2017 - 51

dental practice business may be on a more
modest scale than these world-famous brands.
Nevertheless, your first step is to come up with
an innovative idea. Each of us is a unique
individual, and within ourselves each carries
the seeds of personal success: concepts that
interest us, things we know we can do better
than most people, things we suspect ought to
be done differently.
It's good to have role models in business,
but you should not seek to mimic someone
else's success. Successful businesses are always
built from the special aptitudes and unique
insights of the people who founded them. Your
truly innovative idea will be as one-of-a-kind
as you are.
Your innovative ideas will need to be put to
practice and it would be highly recommended
to seek advice from business experts to help you
to get your ideas off the ground. We should
also never underestimate the importance
of marketing in our field. In fact, the U.S.
Small Business Administration recommends
spending 7 to 8 percent of your gross revenue
for marketing and advertising.
However, marketing experts advise that
start-up and small businesses usually allocate
12 to 20 percent if you're in a competitive
industry such as dentistry. You can decide
with the help of your marketing advisors what
type of first stage marketing suites you most.
However, regardless of what type of
marketing you prefer; (targeted social medial
tools or generalised marketing such as radio, TV
and magazines) you need to monitor whether
your chosen marketing tool is successfully
increasing the flow and bringing more clients
to your dental practice.
You should also never underestimate the
importance of the second stage marketing
which is aimed to maintaining the high
flow and converting your patients' needs to
demands. This second stage marketing relies
on your body language and personal direct
marketing skills.
One example is that whenever you want
to discuss the various treatment options
available for your patient is to start by discussing
the negative points and then finish by the
positive points.

It has been suggested by marketing
experts that when you start mentioning the
downsides of your product "in our case, the
proposed treatment plan" you are going to
come across as a more trust worthy person and
more convincing.
In fact, not only are you going to be more
trusted but also you might gain their sympathy,
which all together will increases the rate of
treatment acceptance by our patients.
Furthermore by starting with the risks
and limitations of your treatment options,
then following this with the famous "But"
followed by a list of the good points and the
advantages of your treatment plan, your patients
will always remember what comes after the
'but' and you will have the opportunity to
wrap your treatment plan discussions with the
great values of your proposed treatment plan.
Another important aspect of marketing in
the dental practice is internal marketing which
is based on training the team in interpersonal
relations. Internal marketing relies on team
members motivating patients to refer friends
and family.
If the team lacks sufficient verbal skills,
provides only average customer service, or does
not build strong relationships with patients,
then any attempts at internal marketing will
likely fail. Many team members today do not
possess exceptional interpersonal skills. This
is an area not taught in school or any type of
training programs.
In fact, it is my belief that today's focus
on technical education has de-emphasised the
important role interpersonal skills play in a
health-care facility. While a dental assistant
may be excellent at setting up a crown and

bridge tray, she or he may not have the skills
to necessarily relate to his or her patients in
a positive way.
Interpersonal relations are skills that can be
measured using customer satisfaction surveys
and by checking your practice intake records.
Successful practices should aim for a target of
40 percent to 60 percent of patients to refer at
least one patient a year. Go back and review
your records to determine the percentage of
patients who have referred another patient in
the last 12 months.
If you fall below the 40 percent mark, then
it is probably time to implement a structured
internal marketing program. Keep in mind that
this is probably one of the best investments a
dental practice can ever make!
Another major factor in this field is the
power of positive belief in your business ideas.
An idea for a business might seem "great,"
but if it fails to ignite your sense of passion,
it probably isn't the right one for you.
Freeing yourself of negativism will requires
a conscious effort. Take note of the goals you
tend to put off and the productive tasks you
habitually avoid. Ask yourself why. As you
learn to identify the negative beliefs that
are impeding your progress, you will feel
empowered to begin changing them.
To sum up, dentists should focus on the
3 Hs to be able to run a successful dental
practice and while most dentists will be good
enough in the Heart and Hands components
of the dental career, we should never under
estimate the importance of the Head with all
what it stands for from innovative business
ideas, marketing skills, body language and
team interpersonal skills. ■



Table of Contents for the Digital Edition of DentaltownUK October 2017

Meet the team
Editorial with Mike Gow
Howard Speaks: THE 7 DEADLY SINS OF DENTISTRY
Continuing Education Update
On Dentaltown.com
CONTINUING PROFESSIONAL DEVELOPMENT
WHAT DO YOU SEE GOING ON WITH THIS FIRST MOLAR?
WHEN PLANS GO AWRY
BEYOND IMPLANTS
Biologically Oriented Preparation Technique
INTERVIEW WITH A PROSTHODONTIST
Time Out
BROADENING THE SCOPE OF PRACTICE
BDIA Dental Showcase
THROUGH THE KEYHOLE
GOLDEN NUGGETS
ORAL DEHYDRATION
Lifestyle
Students
Dentally Incorrect
Poll
WISH LIST
DentaltownUK October 2017 - 1
DentaltownUK October 2017 - 2
DentaltownUK October 2017 - 3
DentaltownUK October 2017 - 4
DentaltownUK October 2017 - Meet the team
DentaltownUK October 2017 - Editorial with Mike Gow
DentaltownUK October 2017 - 7
DentaltownUK October 2017 - Howard Speaks: THE 7 DEADLY SINS OF DENTISTRY
DentaltownUK October 2017 - 9
DentaltownUK October 2017 - Continuing Education Update
DentaltownUK October 2017 - 11
DentaltownUK October 2017 - On Dentaltown.com
DentaltownUK October 2017 - CONTINUING PROFESSIONAL DEVELOPMENT
DentaltownUK October 2017 - 14
DentaltownUK October 2017 - 15
DentaltownUK October 2017 - WHAT DO YOU SEE GOING ON WITH THIS FIRST MOLAR?
DentaltownUK October 2017 - 17
DentaltownUK October 2017 - 18
DentaltownUK October 2017 - 19
DentaltownUK October 2017 - WHEN PLANS GO AWRY
DentaltownUK October 2017 - 21
DentaltownUK October 2017 - 22
DentaltownUK October 2017 - 23
DentaltownUK October 2017 - BEYOND IMPLANTS
DentaltownUK October 2017 - 25
DentaltownUK October 2017 - 26
DentaltownUK October 2017 - 27
DentaltownUK October 2017 - 28
DentaltownUK October 2017 - Biologically Oriented Preparation Technique
DentaltownUK October 2017 - INTERVIEW WITH A PROSTHODONTIST
DentaltownUK October 2017 - 31
DentaltownUK October 2017 - 32
DentaltownUK October 2017 - 33
DentaltownUK October 2017 - 34
DentaltownUK October 2017 - 35
DentaltownUK October 2017 - Time Out
DentaltownUK October 2017 - 37
DentaltownUK October 2017 - 38
DentaltownUK October 2017 - BROADENING THE SCOPE OF PRACTICE
DentaltownUK October 2017 - BDIA Dental Showcase
DentaltownUK October 2017 - 41
DentaltownUK October 2017 - 42
DentaltownUK October 2017 - 43
DentaltownUK October 2017 - 44
DentaltownUK October 2017 - THROUGH THE KEYHOLE
DentaltownUK October 2017 - 46
DentaltownUK October 2017 - 47
DentaltownUK October 2017 - 48
DentaltownUK October 2017 - 49
DentaltownUK October 2017 - GOLDEN NUGGETS
DentaltownUK October 2017 - 51
DentaltownUK October 2017 - 52
DentaltownUK October 2017 - 53
DentaltownUK October 2017 - ORAL DEHYDRATION
DentaltownUK October 2017 - 55
DentaltownUK October 2017 - Lifestyle
DentaltownUK October 2017 - 57
DentaltownUK October 2017 - 58
DentaltownUK October 2017 - 59
DentaltownUK October 2017 - 60
DentaltownUK October 2017 - 61
DentaltownUK October 2017 - Students
DentaltownUK October 2017 - 63
DentaltownUK October 2017 - 64
DentaltownUK October 2017 - 65
DentaltownUK October 2017 - 66
DentaltownUK October 2017 - Dentally Incorrect
DentaltownUK October 2017 - Poll
DentaltownUK October 2017 - 69
DentaltownUK October 2017 - WISH LIST
DentaltownUK October 2017 - 71
DentaltownUK October 2017 - 72
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