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MARKETING

This is a reference point. the video is to help how we image with practices
Picture
Guidelines for getting a practice registered.
We need to get a foot in the door.
So target practices without a website.


RIng the practice.


Ring the practice and ask if the practice has a hygienist, as you can’t find the website.
Do they have one? Does the practice have an email for the hygienist, or booking an appointment?


If not, is the practice NHS, and therefore busy. We can help as we can direct to a free resource to reinforce the advice for improving oral hygiene, and explaining the BPE, but more importantly engaging the public to monitor themselves for oral cancer.




With the hygienist.
What hours do they work? How much are the appointments, and for how long. ( we add them later)


Say we are a start up company trying to increase cancer awareness, set up by a retired dentist to support the profession. As you probably know there were nearly 9000 oral cancer cases in the uk last year, and they present late due to Covid.


We ant to help improve awareness by giving the hygienist, and the public support through an App which as you know engages the patient more than a website.


Can we add the hygienist for free? What is their name, and we will add her today.
Is that something you are interested in?


Download teeth4life, and see if there are any practices in the area. Type in Bristol, and look at the teeth4life practice to see how it works.




Can I ring back to see what they think.
I’ll send my email now to the practice manager, or head nurse, or owner which would you prefer.




SALES and ELEVATOR PITCH

The following is from the book network marketing audiobook
 By Keith and tom Schreitter


Notes for recruiting users. Our main target will be dental practices with four surgeries or more.
For smaller practices, its more economic to have the teeth4life App.


Value proposition template 
Practice this and play around with the words as a quick explanation on the product.


OUR Dental App
HELPS Dentists
WHO WANT TO save time giving repetitive advice
BY empowering their patient to take ownership of their health
AND marketing their more profitable services
UNLIKE traditional websites that can’t be personalised by the user 


For hygienists


OUR Dental App
HELPS Hygienists
WHO WANT TO improve their patients oral health routine
BY agreeing timely reminders with their patient’s 
AND  delegate specific targeted video support
UNLIKE traditional websites focus on the practice, not the patient


For practice owners with a template?


OUR Dental App
HELPS our practice
WHO WANT TO engage their clients
BY giving them specific health video support they need
AND the procedures they want
UNLIKE websites that are focussed on the practice not the client 


For the public


OUR Dental App
HELPS Hygienists
WHO WANT TO improve their patients oral health routine
BY agreeing timely reminders with their patient’s 
AND  delegate specific targeted video support
UNLIKE traditional websites that can’t be personalised by the user 


Dental Nurses
OUR Dental App
HELPS nurses
WHO WANT TO consolidate their dental team status
BY having a professional online presence
AND  promote their skills
UNLIKE traditional websites that can’t be customised by them.


6 
When discussing the App bear in mind the core activities to gain prospects/customers


1.    Create trust and belief in prospects
2.    Learn creative “icebreakers”
3.    how to “close” prospects
4.     When and how to give a presentation


7. Leadership N/A


8 Getting prospects


1.    Warm-know who we are
2.    Can I trust you?
3.    Don’t know us


9 Planting seeds


Consider App not a website (list to follow)-this is the ideas behind the questionaire
The Staff can have it now for free- if they want to have the practice listed they can register any DCP for free. If they don’t want to do it, you can do it for them. But charge a fee😁


If Dentists want it they can pay later after a months trial- charge them less as they have to pa a monthly fee.
Be very familiar with how the App works.
Instructions on how to add anyone are on the teeth4life.org.uk website. Practice adding them.
But use your name, and I can then delete you! Just invent your own practice near where you live.


https://www.teeth4life.org.uk/registration-help.html




10 Practice scripts


Talk to yourself in front of mirror. Practice, practice, practice.
Go through scripts o first page, or similar.
They want what we can offer
Add option of having the practice white labelled version- ultimately this is what we need to have a business. Ideally I need a couple of practices to get feedback on.
Most of the team can use it for free


11 selecting and ditching prospects


This may not be your cup of “cup of tea?”
We need to solve problems, state the problem. If they don’t have it, move on.
If they have a problem ask “have you thought of doing something about it?


In a text or email, keep brief with “I have a story to tell you how…..when is a good time to catch up?” SEE GUIDELINE BELOW


Eg.     YOU KNOW HOW (the problem) we never have enough time for oral hygiene instruction                             they need, and procedures they want
    SOLUTION         well I delegated it to my patients phone
    DECISION        when is a good time to help you?


TEXT AND EMAIL route is diificult. Keep message SHORT, SUCCINCT, TO THE POINT


YOU KNOW WHEN- we don’t have enough time to explain things in the surgery, and the patients rarely take on board what we advise
WELL WHAT I DO IS-use a few basic email templates that I send to the patient that I send to my patients before they leave the surgery, and check they have received it
WHICH MEANS THAT-I have a record on my practice records of the advice, and can send an automated follow up reminder if appropriate, as well have a clinical record of advice delivered.


Think of another template


12 Closing Prospects Quickly


Use Tiny Questions
Remember a business exists to solve problems.
“Do you find you don’t have enough time to…..
“Would it be OK if…………


Eg. Do you have time to explain the importance of BPE? Would it be OK if you explained it on your patients Phone? We are wanting to add some practices for free to see how it supports you.
Please email me on …………………if interested to book an appointment.


At a later date, we can add your practice for £20, £50, 


If they don’t pay you, then we can delete them.
                
13. Find like minded groups. Look up and engage with similar groups. The rule is respond to 75-80% of posts, and on the remaining add your own “promotion”


Engage Social media groups- as above. Look for someone who has lots of followers and engage more with them. I never managed to.


14. Start with a summery


Keep introduction brief- Start short and state its SHORT as soon as you start introduction.


Eg. We can delegate our repetitive advice using expensive resources we don’t pay for, our patients mobile phones. 
We can deliver our targeting professional advice through your dental App, on their phone


Expand when questions get asked


SEE LATER APP v MOBILE WEBSITE


15. Precondition, so they know what we do.


I MAY AVOID THIS FOR NOW. UNLESS YOU ARE INTERSTED
Use Social media- but engage by asking questions, polls, give answers? Look at questionnaires
Questions about teeth, gum, health, cancer
Questions about gums and health


16. Follow up message or text, to engage quickly 


  1. QUICK REFERENCED INTRO I know you may not have time for
  2. BENEFIT giving oral cancer advice
  3. REFER please share it with the rest of your dental team who may be able to help


17. Planting seeds.


“Are you ok with…. writing extensive notes to avoid dental litigation”
“ Are you ok with….giving two thirds of you income away”- when you could deliver preventive advice to clients from your home and keep all the money?
“ Are you ok with….. working hours that intrude on your family life
“ Are you ok with…..not carrying out the procedures you learnt at university?


18. More Seeds


Add on social media?
“ Would you like to work from home?”
“ Would you like to set up your own business and increase your income?”
“ Would you like to control your working day?”


!9. Seed at meetings


“ I gave up procedures to promote prevention, what are your priorities?”
“ I wanted to help improve the health of the people we don’t see, want to help?”


20, MORE seeds


“ Where would you like to be in a year?”
“ Would you like to be your own boss?”
“ Would you use the time you save to earn more money, or have time for yourself?”
“ Prefer to work at times that suit you or the Boss?”
“ Can you scale teeth from home? Can you provide prevention from your home?- which is more important?
”I want to reduce the late presentation of Oral cancer, want to help? It takes no extra time”
“ Are your patients aware of your skills?”
“ If a physio can coach over the phone, can you?”








MOBILE APP v MOBILE WEB PAGE 


FACTS 1. More people use their phones than a PC, why not use software designed for mobile use.
2. We can Optimise mobile Apps to improve and engage the user experience, and help increase conversion rates.
3. Users prefer mobile Apps to websites.


FEATURES
  1. Apps allow user Personalisation I.e. user engagement.
  2. Notifications    PUSH-regardless of activity
  3.                         IN APP- only when App is opened
  4. Utilise features , Camera, location services, scoring, contact list
  5. Work Offline. In Bathroom, and scoring
  6. Branding of the freemium, and the white labelled
  7. Can Aquire conversions though embedded social media
  8. Brand presence gives subconscious reminder
  9. Functions quicker due to advanced software        








The Elevator Pitch
Or how to describe and sell your company, product or services in less than a minute (shorter is better, preferably 20 seconds)


Three Parts:


1) You know when…..
{Describe the situation that the potential customer will experience when they will need you, your product or services. Get them to imagine being in the situation.}


2) Well what I (we) do is…
{The features of your service/product: a succinct description of what you do that is easily understood}


3) Which means that………..
{The benefits that the potential customer will gain from using your products or services.}


I learnt this at an entrepreneurs’ network sometime ago and I cannot remember the person who taught it, so apologies for not being able to credit the methodology to them but it has been very useful.




However, in an initial introduction it can be useful to start with an initial inspiring one liner that sparks interest: 


Structured as: X (you or your company) helps Y (your customers/clients) get Z (a benefit)




Below is a further refinement of the elevator pitch, called a “Magic Story” developed by John Niland (who may have been the source of the Elevator pitch format too.) 


Magic story:
You know how…..
Describe pain or frustration
You don’t have time to promote your skills
……which results in….
The impact.. more pain 
Boring repetitive work
Well, what X does is……
Your proposition – (service/product offering)
Signposts your specialist services
….so that you/Y can….
What it enables
You to make yourself remotely
….and as a result.….
Benefits
Greater income
You know how…..you don’t have time for OHI
…which results in….your treatment failing
Well, what X does is……delivers your targeted health advice
….so that you/Y can….spend your time more effectively
….and as a result.….You can earn more money, or have quality time at home


Script


Guidelines for getting a practice registered.
We need to get a foot in the door. It is very difficult to get to the practice manager, they generally won't speak to anyone unless they know you? We will have to be in the position of offering something. It may be that they are looking for a dentist, or hygienist. We could say we can help with hygienist or the OHI for the dentist.
It will be of benefit to say the App has been developed by a dentist.


So target practices without a website.


RIng the practice.


Ring the practice and ask if the practice has a hygienist, as you can’t find the website.
Do they have one? Does the practice have an email for the hygienist, or booking an appointment?


IF NHS SCRIPT
If not, is the practice NHS, and therefore busy. We can help as we can direct to a free resource to reinforce the advice for improving oral hygiene, and explaining the BPE, but more importantly engaging the public to monitor themselves for oral cancer.




With the hygienist.
What hours do they work? How much are the appointments, and for how long. ( we add them later)


IF PRIVATE SCRIPT
To make my life less stressful as videos used 
Say we are a start up company trying to increase cancer awareness, set up by a retired dentist to support the profession. As you probably know there were nearly 9000 oral cancer cases in the uk last year, and they present late due to Covid.


We ant to help improve awareness by giving the hygienist, and the public support through an App which as you know engages the patient more than a website.


Can we add the hygienist for free? What is their name, and we will add her today.
Is that something you are interested in?


Download teeth4life, and see if there are any practices in the area. Type in Bristol, and look at the teeth4life practice to see how it works.




Can I ring back to see what they think.
I’ll send my email now to the practice manager, or head nurse, or owner which would you prefer.




Notes for recruiting users
Selling is a process which starts with
  • An opening line which will get them to listen to you. So this could either
be a fantastic statement e.g.  “we have a proven business model designed for hard working local dentists which dramatically increases your profitability and at the same time gives you  a great work / life balance.
Has an element of importance e.g. “ The governing body of dentists  has asked me to give you a ring…………….followed by your opening line.


b)Once they agree to listen, then it is essential to Use your “Elevator Pitch” to get them interested. This will very much be determined by what they want. We used to call it disturbance technique or “PEGY”. 
 Your member of staff asks the questions in green


Problems_     “The way in which the industry is going at the moment, what Financial and other challenges do you think we face?”


Let them then talk and it is likely to be 
increased costs of labour/ the challenge of gaining new customers/ retaining existing customers / recruiting new staff / retaining existing staff / increased time pressures and less time with the family


Effect
So what effect is that having on you, the business and the family?


Let them talk and they are likely to say
Reduced profit , stress/  unhappy staff / unhappy family/ and my lack of time means that I am not doing my job thoroughly with my clients resulting in me not spotting the signs of oral cancer


Give up
So, I guess if it continues this way is there any thing which you will have to give up?


Let them talk and they are likely to say
The kids private education/ holidays abroad/ golf/ etc etc etc/ a number of my customers being dissatisfied with my service




You feel
And then ask…..”How does that make you feel?”


      Let them talk




Once that part of the process is complete (your disturbance) it is then your opportunity to excite them and close the sale


Your “opening hot button statement” doesn’t do enough to “excite” a prospective customer to listen to the what you have to offer.  (Notes for recruiting users)


It needs to be something like an  “Agreement staircase”


So, increasing profitability, right now, is important?


Having more time for your customers?...................................................................................yes
Having more time for you family?...........................................................................................yes
Giving an even better service……………………………………………………………………………………………….yes…………………………………are all important to you?


He / She will say yes


So if I can show you a way which will make all those things happen is that something you will be interested in?




General thoughts


Stop calling it an App ! call it something far more important/ sexy  e.g. Maximising technology to improve our Life, I am sure you can think of something better than that
How do you get through to the decision maker, do you have to sell to whoever answers the phone first?. Probably a different script
Whoever is calling the customers needs to be trained/ coached properly before he even makes one phone call or you are wasting calls (you get one chance to make a good first impression)
Do you need to pay somebody to do it for you?
Do you know of a dentist friend who would be prepared to take this on and “pilot it” for you. The lessons you would learn and the credibility you would gain could be invaluable.
Do you know of a dentist / dental practice that would undertake a “joint venture” with you


 It may be worth your while to contact practices you have contacted in the past.


OUR dental App
HELPS dentists (dental practices)
WHO WANT TO save time giving repetitive advice
BY empowering their patients needs and take ownership of their health
AND Marketing their services patients want
UNLIKE traditional practice websites


As part of the brief conversation.
Do you sent emails of SMS messages to patients- if no stop conversation
Do you have time to explain the BPE? the App does it, you just email a template with a BPE. 
There is an explanation on our teeth4life.org.uk website


We want to help reduce the incidence and late presentation of Oral Cancer


Do you have a website?
Do you want the App for free, we are doing twenty. Then we can still do it-but you can charge a fee?


We need to add a price list, lets work it out
Does the practice have a hygienist. register them. there is a fee for the dentist.


Not many for teeth.
This is a template to send on, during the phone call.
Thanks,
Tony


Hi.............
Thanks for taking my phone call today.
The teeth4life App is a free download on the App Store and Google Play. Please download it and press INFO on the front page to see how it will work for you and your patients.
To customise, incorporate, and automate it into your practice routine to save you time, and help improve profits by supporting your specific Oral Hygiene advice, go to 


TEETH4LIFE.ORG.UK


Please add your feedback via the website or DM. 
Let's collaborate and help one another.
Please help me, help you, help the public, and improve all our well-being.


We are hoping to improve the App further through crowdfunding to add a practice version, allow multiple languages, Teledentisstry and a better user experience.
From March 12 on crowdfunder.do.uk, teeth4life.


There will be some options for long term support.


Regards,
Tony




Please ring up the practices on the pilot scheme with this outline.


Hi, I'm ABOLI/Kritika
 Can I speak to the practice manager, please?
I understand that the practice was involved in the NHS pilot scheme that finishes at the end of March, and we may be able to help one another.


We have a free dental app with a traffic light system for the user or patient. It encourages them to improve their oral hygiene to try and avoid treatment, as well as make any treatment last longer.


The App an be customised by all the dental team, as we all have a part to play in prevention.


Can I send you an email explaining the App, with details on using effectively marketing your practice?


Can I ring back in a week's time to see how you are getting on?





Seth Godin notes on marketing.  
https://youtu.be/9TkPkKM7M2I



We are pushing something people are unaware of what we believe
We need an MVP, so only a few practices.


We want to ask anyone interested in helping us to get in touch through website,


Add my contact on website.


Not many will contact. To accelerate how through whom? Water video, like the biofilm videos!


Tension, create it. Are we delivering treatment or health. What would you prefer?


Status. Godfather clip.
What will happen if I don’t have an online presence promoting health?
What will happen if I don’t have an online presence promoting me?


BRAND
Numbers may not matter, difference is developing trust. We have a good name, and logo?


1 in 6 may get involved. We need to develop further over next few years.


POSITIONING


We need to have only 2 or 3 major services that the customer may be interested in.


The DCP, the customer, we need your help to improve health, we can’t do it on our own.
Our brand will spread as everyone pitches for us.


Build App to share.


We are changing from National dental treatment service,
We are creating National dental health service.


What would you prefer treatment, instead of not needing it?


We need to promote CHANGE


The ten points to consider


STATUS ROLES            CHANGE                MINIMAL VIABLE PRODUCT


TENSION                  RO ( As with infection for covid Ri number)                  ENROLMENT


EMPATHY                    DIRECT BRAND               POSITIONING AS A SERVICE




The story about people not getting off the plane, is how dentistry is stuck in providing more and more expensive elaborate treatment.


"Do you want to Collaborate and Contribute?

To submit a video please forward  the YouTube video link details to info@care4teeth.co.uk. All videos must be identified  as under or above five minutes duration. An outline  should include a brief description ( under 100 words) plus  how to access further resources if appropriate within the end screen. State which section it should be placed in. It has to be a consensus decision from a group of FDs, or peer review group. Not an individual promoting their services.

    Please provide link and details here, as well as any feedback.

Submit
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  • Home
  • PREVENTION
    • CHILD prevention
    • ADULT Prevention
    • TEENS Prevention
    • HEALTH Prevention
    • Further Prevention Sites
  • PROCEDURES
    • BRONZE STANDARD >
      • AMALGAM
      • CHILD
      • COMPOSITE
      • CROWNS
      • GLASS IONOMER
      • MID
      • ORAL MEDICINE
      • ORAL SURGERY
      • PERIODONTOLOGY
      • ROOT CANAL
      • PROSTHETICS
    • GOLD STANDARD >
      • AMALGAM
      • CHILD
      • COMPOSITE
      • DIGITAL
      • IMPLANTS
      • MID
      • OCCLUSION
      • SELF PROMOTION
      • ORAL MEDICINE
      • ORTHODONTICS
      • PERIODONTOLOGY
      • PROSTHETICS
      • ROOT CANAL
  • COMMERCIAL RESOURCE
  • DIY ANIMATIONS
    • MARKETING
    • oral cancer notes
    • Jobs to be done
    • STRATERGY
    • QUESTIONAIRES
    • VIDOE RESOURCES
  • PREVENTION PRODUCTS
  • DIGITAL