Getting Your Mission to Your Neighborhood
Simple Marketing Tools For Building Your Practice
Discussion of marketing and the best way to promote your dental practice is an important element of McKenzie’s Advanced Business Training. Dr. Barnes (not his real name) a recent attendee, had resistance when the subject of marketing or advertising was brought into the conversation. Dr. Barnes felt that so many people in our society live in a world of “isolation and loneliness”. “Advertising is about money and I want to show people that I care about their health and their smile. I have always felt that advertising is tacky and desperate” said Dr. Barnes.
Defining Dr. Barnes’ Mission Statement (or values and purpose to his business) was the beginning of the process of his marketing campaign. The mission or purpose is the core of the practice, not a goal but a directive. The mission statement asks this question: Why do we exist? Or why do I get up in the morning and go to the office?” Mission statements should be greater than a paycheck, mutual funds or a stock portfolio. It should speak to the community and to the world in a special way. To develop a personal mission statement, you must be able to answer the following questions:
- Do I have passion for what I do?
- What do I want to do?
- What are my capabilities?
- What contributions do I want to make to the community or to the world?
- How do I want to be remembered?
- What procedures or part of my professional day gives me the most satisfaction?
- How satisfied am I with my practice at the level it is now?
- What gives my daily practice life meaning?
When we define what we are doing, then we can apply these principles to where we want to go. Sometimes answering these questions is not an easy task. Many people get up and go to work like robots and never ask why or where they are going. To develop the practice mission you must now look to answering the following:
- What are the strengths of the practice?
- What are the weaknesses?
- What do I want to accomplish in my practice?
- What kind of patients do I want to treat?
- What kind of patients am I treating now?
- What are my patients’ needs and wants?
- What is the purpose of the practice?
- What makes my practice unique to other similar practices?
- What can I do to create my own “niche” or special value?
- What are my special talents?
- What are the special talents of my team?
A Mission Statement should speak of passion and purpose. It should be compelling to the point that it draws in the entire team to work together for the same cause. It says who you are and why you are doing what you do to the world. When you have completed your mission statement, put it on a plaque on the wall. In difficult times, it will help you to focus and find the positive force to pull you through your days.
Review your mission statement with the entire team once a year. When hiring new team members, make sure that they understand your mission and that they share the same values.
In designing any marketing piece or even in speaking to your patients, the core of the mission statement will be in your words. When you have clarified your purpose to yourself, it will become evident to the patient and the community.
Dr. Barnes wanted the community to understand that he was first and foremost about improving the quality of life for his patients. He wanted to focus on a marketing campaign that would introduce himself to his neighborhood as a caring professional that wanted to give the best care and latest technology in a comfortable atmosphere. To get the word out he went door-to-door to each business in the area and introduced himself. He left business cards and flyers telling about the services and products he offered. Writing an article about the relationship between periodontal health and cardiac health for the local community periodical showed his concern. He began speaking at local functions and clubs about the subject. He instructed his front office team to begin reactivating patients with a new letter that he had composed stating his mission and asking them to return to his practice.
Dr. Barnes’ passion directed his practice to new heights and brought the team together in purpose.
Let your mission be to bring the passion back to your practice. Need help? Give us a call.
For more information on McKenzie's Advanced Training Programs for Dentists, Office Managers and Front Office, email email@example.com, call 1-877-777-6151 or
visit our web-site at www.mckenziemgmt.com.