Collect. Sort. Share. Social Media 101

Socialmedia 101

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This morning I held a small class for some colleagues to introduce them to Social Media. I discovered that getting started is a daunting task. I tried to boil it down to these three phases. I heard a good analogy comparing social media to a cocktail party. First you get a drink, and get a feel for the room. Next, you try the crab puffs and start to mingle. Finally you engage in a few conversations. Before you know it, you’ve found common interests in a room of strangers.

The three phases look like this:

1. The collection of information.
2. Sorting, or the management of said info.
3. Sharing of knowledge.

I’m not sure I’m using all the best tools or am the most efficient, but so far my method is providing more than enough information for me to read, digest, and publish. I expect to be updating this presentation on a regular basis for some upcoming mastermind meetings. I’d like to have your input and advice for the beginners out there. If there is a website you love or a shortcut you use, please share it with us in the comments below.

Small Town Internet

Today I had a conversation with a doctor about Google, Facebook, and Social Media. I asked if he was considering any of these tools for marketing his practice. His answer to me was, “Who am I marketing to? I know everyone in this town, and everyone in this town knows I’m here.” I asked if new patient flow was an issue for him. He said patient retention is much more important to his practice.

I thought it was a great answer, and it made a lot of sense, but I’m not sure this eliminates the need for him to market his practice. Often, when we talk or read about marketing, we are looking to reach new clients. What about the ones we already have? Shouldn’t we be reaching out to them as well? I think this is where social media separates itself from traditional marketing. In a small community like this, participating in the trust economy and staying connected is so important. It’s not enough to just have your name on the building. Sooner or later, it blends into the scenery until there is a new name on a new building.

This doctor was probably right; he doesn’t have to spend time and money to market and look for new patients, but he does have to find ways to stay connected to the ones he has.

Check out my Facebook page for an article by Sally McKenzie, C.M.C. on Patient Retention Programs.

Get Your Motor Runnin’

By: Scott Picard

What would you say is one of the best brands?

Most would say Coke, Pepsi, McDonald’s, or some other mass consumer product. You would be right with any of these, but let’s take a look at the Coca-Cola example. When you order a Coke in a restaurant and the waiter says, “Is Pepsi ok?” What do you say?

Coke is one of the most recognizable and valuable brands, but it can easily be substituted for its rival. Harley Davidson (#74) and Apple (#20) are farther down on the list, but their customers are fiercely loyal. If someone wants to buy a Harley and the sales person says “would a Honda be ok?” I’d venture to say 99.9% of the people will say, “No, I’ll wait for the Harley” or they’d find another dealer. Harley Davidson and Apple don’t just create brand recognition, they create an experience. Get Your Motor Running isn’t just a saying, it’s a call to the open road. It’s a call to experience a motorcycle in a way that’s unique to Harley Davidson. The sound, the look, and the heritage are part of the brand, and it’s what keeps customers waiting. Similarly, if you’ve never been to an Apple store, there aren’t many retail experiences quite like it. Apple doesn’t just ask you to Think Different, they want you to act different. They have created a brand and an experience for which there are no substitutes.

Does your practice have brand recognition or brand loyalty? In a world of instant gratification, have you created something that people are willing to wait for?
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Scott has been a Territory rep for Patterson Dental for 3 years. Prior to Patterson, he worked as a marketing manager for several years at a Medical Supply distributor. Scott enjoys being a Dad to a great daughter. He also enjoys coaching and playing soccer.

How to Apologize

In case you haven’t heard, Mark McGuire admitted he used steroids during the peak of his career. After listening to ESPN Radio break down his Bob Costas interview in every possible way, it seems most people aren’t satisfied with his explanation. I have to say, I didn’t like it either. I think Mark came out now because it’s good for him. He wants to again earn a living from the thing he helped ruin. When it was good for baseball back in 2005, he didn’t want to talk about the past.

A good apology has 3 parts. Actually being sorry is implied.

It looks like this:
1. Acknowledge you caused some form of pain
2. Ask for forgiveness
3. Seek positive ways to rebuild the relationship

Everyone is going to make mistakes in life and in business. Apologizing is part of our world. We love apologies, and we love second chances more. I think Mark missed an opportunity to turn a really bad public image into a new beginning.

Ever have an apology turn into a great experience? If you are using social media in your practice, what would you do if a patient posted a negative comment about their visit?

Interview with a Contractor

I spend a large part of my time working on office projects that are either renovations or total relocations. I started talking with some of the experts that I work with to get their perspective on how to accomplish a project smoothly. In the next few weeks I’ll bring those interviews to you.

Today I spoke with with Craig Sweitzer of Craig Sweitzer & Co., LLC. Craig’s company is located in Western Massachusetts and they have been building dental offices for 25 years. In this interview, Craig talks about some of the considerations and planning that go into the modern dental office.

What should a doctor expect from their contractor?
The planning and construction process can be a daunting task. My clients deserve the highest level of professionalism when working through a construction project. Most doctors are quite busy with their practice and cannot waste time, effort, and money on a poorly conceived or executed construction project. The contractor’s background and experience are quite important. Dental offices have complex mechanical requirements and dentists tend to be demanding customers. Their profession requires perfection and they tend to expect the same of their contractors. This is only natural.

When a doctor is looking at a space for a dental office, what are a few things they should be on the lookout for?
Considerations for a new location include zoning, parking, traffic flow and count, building configuration, and local infrastructure such as sewer and water. The availability of city water and sewer make installations easier. Some buildings require fire protection sprinklers and city water becomes necessary. If a building is being considered where city water and sewer is unavailable, construction options are limited.

What are the differences between a concrete slab vs. a space with basement or ceiling access?
A “slab on grade” means a concrete floor with no access to the underside. Since dental offices require so much under-floor plumbing for drains and suction, cutting and removing paths of concrete is required to install this plumbing. This will involve more work, noise, and mess than a space with a cellar access. A space with a basement or located on the second floor space allows easier plumbing access, but that being said, most of the offices that we do involve cutting a concrete floor.

What about the bathrooms? How many? How big?
The Americans with Disabilities Act (ADA) requires most offices to be handicapped accessible, which means handicapped bathrooms, access ramps, and adequate doorways, among other requirements. If the building has common bathrooms that meet the ADA specifications, the project is not as complex and space for these bathrooms is unnecessary within the planned doctor’s office. If not available in common space, separate handicapped men’s and women’s bathroom are required. These usually consume about 42 square feet each.

A lot of doctors ask me about negotiating with their landlord. In your experience, what is typical and customary for a landlord to provide?
Many landlords will provide money to the tenant as a build-out allowance upon signing a lease. Others will offer specific work such as a “vanilla box”. This is a newly painted space with the electrical panel, HVAC (heat, ventilation and air conditioning) distribution, a suspended ceiling with lights, and two handicapped bathrooms. At times, money from the landlord toward the build-out is better than the work being done by others which may locate bathrooms, doors, or windows in a location that doesn’t fit with the flow of the doctor’s planned office and operatory layout. Some properties are only offered as is. If the price is right, it may be a good option.

Typically I recommend that the size of the usable space should be 400 sq.ft. x # of desired operatories to get everything you need, what has been your experience?
Obviously, too much space adds costs beyond what is efficient and too small can be a mistake because it minimizes space for expansion, storage, private office or bathroom, or an employee lounge. Most offices we build have future operatory rooms planned and the rough plumbing and electrical installed for future equipment and use. It’s been our experience that these expansions will typically be finished one to five years after the original office opens. Most offices we do range between 1,200 and 2,400 square feet.

When a doctor decides to open a new office or to expand an existing space, what’s next?
There are generally two routes that a doctor takes: he or she either contacts the equipment specialist (ES), or contacts me and I bring in the ES. Patterson and I consult with the doctor and Patterson draws a preliminary floor plan. Most include a waiting room, a receptionist and payment area, lab and sterile area, 4-10 operatories or hygiene rooms, an employee lounge, bathrooms, storage areas, private office and consult area. Some doctors prefer an employee entrance separate from the patient entry.

After the basic floor plan is generated, we are happy to give a “ball park” estimate for the build-out. Subsequently, the equipment and the office layout and interior finishes are finalized and a construction contract with final pricing generated. I supply a licensed architect, if required, and some doctors request that a designer be brought in to help with finishes, artwork, and furniture. Patterson and my company present the doctor with a complete package. Our flexibility allows us to meet the individual needs of the doctor.

The final bid and contract price usually includes all work to be done within the space including building permit and architectural fees, all mechanical systems such as plumbing, HVAC, and electrical, and room construction including walls, doors, ceiling, trim, wall and floor finishes, and accessories. The facility is ready for the installation of the dental equipment.

Why do you see projects go over budget or over time?
Due to complexities and unknowns that may exist at the start of the project, costs can be listed as allowances for some items so that final choices can be made as the job progresses. Planning and final design takes many resources and often a client wants to complete the preliminary construction work before these final details are completed. That is when a contract can be written on a “cost-plus” basis. Changes to the scope of work or unforeseen conditions will sometimes make a job more costly or take longer than anticipated. It’s not unusual for a client to decide to upgrade some finishes or add features as the job progresses.

What are some of the typical options that are available?
Our basic office includes standard suspended ceilings, vinyl floor tiles in patient areas and carpet in other areas, painted walls with some trim using tasteful colors and accent walls, soffits and a custom reception desk with laminate top. Up market designs can include custom woodwork, solid surface tops, drywall ceilings with crown mounding, moulded doors, ceramic tile, accent glass and lighting, raised paneling and trim, soffit assemblies, wall covering, and waterfalls, atriums, planters, or fireplaces. Really your options are only limited by your imagination and budget.
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Craig Sweitzer has been building dental offices for 25 years. Craig has a B.S. in Business Management, and state licenses as a construction supervisor and real estate sales. He is the chairman of a local planning board, and has served as building inspector and as a commissioner to the regional planning commission.

New Year’s Distraction

Can a New Year’s Resolution distract you from your current goals? I think I may be having this problem. I’ve been kind of down on myself for not having a solid “resolution” this year. In the past few weeks, I’ve been trying to think of what I’m going to resolve to improve in 2010, but I haven’t really come up with anything significant. In the meantime I’ve been sitting idle after great progress in 2009. I really started working on myself at the end of 2008 and it’s a work in progress. I have goals and a few things I’d like to accomplish this year, but they are things I’ve already started, or things I may not even get to. I’d like to think of myself as always changing and always trying to improve, but sometimes change is slow and plodding. I love new beginnings, but this year, January doesn’t work for me.

How will I measure success in 2010?
In business I’ll ask, did I have fun, did I help my customers, did I grow? At home, did I give everything I had, am I getting everything I need? At play, did I do my best, did I push my limits?

Don’t feel bad if you don’t have a resolution or if you already cheated. Tomorrow is a new day and a new opportunity.