I remember one of the first dentists I worked with (back in the mid 90’s) always introduced himself as follows (name changed):

“Good morning, my name is John Smith and I’m the slowest, most expensive dentist in Birmingham. Would you like to come and see me?”

And way back then he was grossing £25,000 per month as a single handed generalist – figures that would be good even now – and were spectacular then.

He understood that there is always a market for “slow and expensive” – and people prepared to pay.

Of course, your customer service and physical facilities have to match – sumptuous will suffice.

Expensive is an option – and the people who want it are usually recession proof.

Whenever I meet a principal with an average daily productivity of less then £1500 (and that accounts for over 80% of you) I automatically ask how much of their time is spent delivering the dreaded “check up”.

And, of course, the answer is “80% of my time”.

I have never understood this as a business model – the senior dentist in the practice delivering the most junior work?

Wouldn’t the principal in any other professional service firm oversee the routine work and deliver the most complex?

• accountant
• lawyer
• architect
• hospital consultant

Perhaps only medical GP’s, slaving over a full waiting room of the elderly, the infirm and the pregnant would be a similar fate.

And look how much of their work is now being “passed down” to nurses and others.

The mantra is always the same:

my patients wouldn’t want to see anyone else, they have been with me for years

or

I couldn’t find any other dentist who would look after them as well as I do

Neither is true – and that has now been proven by numerous practices who have moved “maintenance” to associates, therapists and/or hygienists (under supervision) and with excellent results in terms of business efficiency, customer satisfaction, team pride and a healthy bottom line.

CLICK HERE to see a letter introducing the concept to existing patients.

Interesting to see a new digital magazine from the creators of Apex, with a heavy emphasis on the clinical.

CLICK HERE for details….

• off to bed after a lovely day and a rather nice football result #
• 1st March eh? – time really does go faster as you get older. 60th day of the year – are you on target? #
• The new issue of Apex is out http://tinyurl.com/yzsjc3s #
• I am having a really good day – focused and productive – patting myself on the back #
• Busy day out – practice visit and then a working dinner #
• Blimey – its late for me – fab day and a lovely dinner with good friends. I need to get to sleep. #
• OK – super-productive morning – keep focused. #
• still focused after 10 hours….. #
• that will do – woke at 06:30 and have been working all day – time to switch off and enjoy some food and a football game on TV #
• Lousy game but good fun chatting in the pub #
• The guy below me is having a guitar hero evening. Oh dear. #
• Warwick Services – Starbucks – The Flat White – heading South…. #
• Harley Street this afternoon – ha – that will set tongues wagging…. #
• Chicken Caesar and a glass of Pinot. I miss my lovely lady. #
• with James Goolnik for breakfast in the City #
• The Branded Experience day that James and I are presenting in Birmingham will be AWESOME!!!http://tinyurl.com/yz38h68 #
• I've had such a fantastic week – not sure if I can take much more good news……..OK – I can. #
• At The Royal London Hospital with The Old Londoners this morning – a half-day lecture on "the future" #

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See what I mean about turning your patients into “members” of your practice?

The big retailers have cottoned on – now its your turn…..

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Working with James Goolnik this morning over breakfast – subject was a storyboard and mind-map for our “Branded Experience” BACD day in Birmingham on 23rd April 2010.

I’m very excited about the day as we have some innovative new ideas to share with you.

James has made me promise not to use ANY of my current material – so those coming to The Dentistry Show need not worry – all fresh content in April (and good content later this month!)

A topic of conversation was how Starbucks took the 99p cup of coffee and created the £2.75 cappuccino etc etc.

I’ve recommended “The Starbucks Experience” as a favourite read before now.

This afternoon (see above) Starbucks email me to suggest I take part in a challenge to test a new range.

In the last few days, Pizza Express have offered me BOGOF pizza. – but I’m on Atkins.

And Apple suggested I buy my Mum an Ipod Touch for Mother’s Day – she died a few years ago.

It makes me ask myself – “What are you offering right now as added value to your core products/ services/brand.”

And a further question - “Is your marketing sufficiently well targeted or are you simply going for a scatter-gun approach?”

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When the team at David Horobin’s Chapel Road Orthodontics decided to use National Orthodontics Week (NOW) as an excuse for strutting their stuff – they realised that in order to get noticed – you have to be noticeable!

Full marks for their courage.

I have a question for everyone who reads this – and I’d like you to email me with your answer please:

“What is the biggest problem that dentists experience on a regular basis that could be solved by applying technology, methodology and ingenuity?”

Please either add a comment to this post or email me – coachbarrow@me.com

I have already posted this video on Facebook – but experimenting with different formats/sizes and resolutions.

I’ll be using Camtasia more often – and have even suggested to one client that they present treatment plans to patients in this format.

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A business meeting with my friend, client and fellow BVI sailor, Simon Reilly this evening.

Reminding me that I should use Skype more often.

He’s enjoying the morning on Vancouver Island as I watch the darkness fall in Manchester.

But it’s free as well as fun.

Question – why don’t we all make more use of this technology to stay in touch with family, friends, clients, team members and patients!