Market-Driving Health Professional Training I

If you are facing the challenge of employees not having the skillset, knowledge and training to be more service-based in an ever-increasing competitive environment, then this program is for you.

It is a program, customized to your needs to ensure your staff and your company are more customer and marketing-driven.


I) 9 elements of clinical marketing

These days, all staff within a healthcare practice must understand how business grows and the various

elements that contributes to the growth. By having a basic understand of the 9 elements of clinical

marketing, all staff will now be more aware and cognizant when interacting with patients and also

understand better, the changes clinics must undergo to increase their patient roster. Most importantly, is

understand how the human approach has been a major driver from patients demanding for more

personalized value.

You will learn:

• 9 elements of clinical marketing

• How you can play in role in all 9 elements

• Understand and recognize the trends in the industry and how you are impacted

 II) Patient Funnel Marketing

With more and more prospective patients spending more time to research before making decisions to

engage a particular health provider, it is now very important to understand the various stages patients go

through both in physical and emotional sense before engaging. Understanding this funnel will help

patients better understand where patients are in their stage of decision making and also be able to

contribute to market research and feedback thus supporting the clinic in better attracting and servicing


You will learn:

• The various stages of patient decision making

• The type of information that is critical at each stage

• How each member can contribute and support each other at each stage

III) Patient Gathering Info Mastery: Power of data

With the understanding of how patients make decisions, it is important to learn how to collect data or

information on our patients and prospective patients. Collecting information on current patients helps

clinics better understand who chooses them and why. While collecting information on prospective patients

and at every stage until they engage or drop off will also contribute to the marketing gear within the clinic.

You will learn:

• The various channels to collect information

• Specific techniques to collect information from patients before, during and then right after treatment

• Specific techniques to collect information from prospective information over the phone, in-office or via

online chat

• Exactly how to take collected data to help evolve elements of marketing such as online/offline forms.

IV) Community Build and Reputation management

Though two very distinct areas, they are both involved with the community and perception. Stats have

shown that over 60% of prospects read reviews online and that includes online and offline communities

that have relevance to the clinical practice. With much of this research happening online, this is an area

very new to companies let alone health clinics. Understanding how to online communities are built will

help clinics better position themselves within the noise of community talk. Social media is not something

clinics “have” but rather something they must “do.” It is here to stay and in constantly evolving forms. The

practices that understand, participate in, and leverage it are the ones that reap success. We’ll dissect the

latest success stories and discuss social media’s “secret sauce

You will learn:

• The term “reputation management” gets thrown around a lot these days. But what does it really mean?

We’ll bring clarity to this term including simple, actionable steps you can take to not just manage your

reputation but to enhance and strengthen it.

• The fundamentals of community building with a focus on social media

• Connect community build with patient funnels stages as well as the neuroscience behind social media.

V) The Everyone Case Presentation Methodology

Most practices have moved towards a more human and integrative care approach, yet so often, the team

does not work in an integrative manner. An integrative manner does not only mean everyone working

together. It is also understanding how everyone contributes to their own part and how it fits into the big

picture of total patient care. This is important because with the dental industry evolving very rapidly,

patients are gravitating towards clinics where they feel the human and transparent approach on an entire


You will learn:

• Detail case studies of how clinics are evolving from a team perspective.

• The break down of the patient funnel in relation to each part of the clinic and how they contribute to total

patient care

• A communication framework that will be adapted to your clinic so everyone can see the value created

for patients.

VI) Patient Communication Mastery

There are two forces that are impacting how treatments plans are developed. First, insurance coverage

policies are tightening forcing patients to reconsider what is important to them. They are not used to

spending money on dental care but the unstoppable trend is that it is growing. The second force is that,

patients are starting to learn about the various treatment options available and falling into the scare trend

of trusting Dr. Google. At this point, we’ve learnt much about our patients and learnt how we all contribute

to the Everyone Case Presentation. The next level is how to effectively educate patients in a way that

positions you and the clinic as trusted experts. Patient communication is not only verbal talk, but all forms

of communication.

You will learn:

• The 11 triggers of credibility and how you can natural develop your credibility

• Understand the elements of connective influence where it’s about truly connecting with the patient

• The framework to understand the patient in relationship to the total treatment plan

VII) The Practitioner Personal Brand

This takes us back slightly to how practices traditionally grow: patient-clinician connection. Just like

people follow their hair stylist every where, most often, the same goes with dental care. However, the

impact of this connection is growing in importance to patients. It’s not just good, friendly and

knowledgeable service, but patients like to feel the person treating them is NOT JUST a clinician.

You will learn:

• The 6 elements that naturally contribute to a personal brand since the beginning of time

• The 6 elements that naturally contributes to a patient’s personal brand

• The 3 elements that connect the two personal brands together

VIII) The Cross Training Framework

The only way for any evolution to take place, whether it be species or organizational is a feedbackresponse

loop. The ability for any response depends on an organization is aligned internally. The crosstraining

framework is a content curating and sharing framework that facilitates the entire organization to

share valuable information about their individual responsibilities as well as information they’ve gathered

about patients. Equally important, it helps identify, prioritize and recommend resolutions to both

progressive and challenging feedback.

You will learn:

• The 5 steps to cross train information in simple, short meetings.

• The 3 elements of the resolution mindset

• The 90 second method to resolve problems, especially under intense conversations/debate

Schedule of Delivery:

This totals between 6-10 hours of training and assignments per employee per week. Delivery of program is very flexible. Maximum length is 8 months, between September and June. A combination of weekly training plus weekend intensive training can be discussed and planned.



(group rates available for groups of 6, 12, 18 and over 24)


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