Dental Tribune UK Edition, September 20-26, 2010, Vol. 4 No. 22

5Company PromotionSeptember 20-26, 2010United Kingdom Edition I ain Forster, Managing Direc- tor of DIO UK, presented his marketing advice and ideas to delegates at the Royal Society of Medicine on Friday 3rd Sep- tember. The 45-minute session was well attended and there was much interest shown both in the content of his presentation and the follow-up series of marketing workshops Iain is holding over the next few months to help den- tists make the most of their mar- keting budgets. In his presentation Iain said that it was a good time to be in dentistry, with the population increasing and costs decreasing. He also put a positive spin on the recession saying that companies that promoted heavily during a recession were often the first to emerge from it and the most suc- cessful in the following years. Despite encouraging dentists to promote their services during a recession, Iain urged caution. He said that companies should not over spend and should test marketing methods to determine what worked best for them and focus on those that proved to be most successful. “It pays to start small and build confidence,” he said. Iain was confident that the economic climate is right for den- tists to promote their businesses as the country emerges from re- cession. He went on to explain that it is however essential that practices remain focussed, tar- geting those people with whom they already have a relationship before spending too much money looking further afield. He drew a distinction between internal mar- keting to reach out to the local population, educating their own practice teams and the impor- tance of the Internet; and exter- nal marketing that was designed to open up new markets over an extended period. “Internal mar- keting gives us business tomor- row,” he said. “External market- ing gives us business next year.” Bringing marketing right up to date Iain urged dentists that they should embrace social me- dia and the opportunities it pro- vides. Twitter, Facebook, Linked- In and many more all provide unprecedented opportunities for dentists to reach out to a wider market, for little or no cost. Not only are these outlets easy to use they are also essential for those practices who do not want to be left behind as the old marketing techniques are superseded by newer, cheaper, more effective methods. In closing Iain introduced the new “21st Century Dental Mar- keting” workshops which help dentists to take advantage of the opportunities they have available to market their businesses in the modern climate. The workshops cover: • The use of PR and how to do it; • Best practices for web page lay- out; • How to use a CMS system to keep your website up to date; •Maximising patient conversions; • Search Engine Optimisation (SEO); • Pay-Per-Click (PPC) campaigns … and much more. To book your place on the next 21st Century Dental Market- ing workshop, go to: www.dental- marketinguk.com Iain is now presenting his lec- ture as a free online webinar. Del- egates can register for the online seminar by going to www.dental- webinar.co.uk or visit http://www. dentala.co.uk/seminars/dentistry- marketingwebinar.html. DIO Implant is a global sup- plier of dental implant technolo- gy. Established for over 20 years, DIO is rapidly expanding in the UK and has already taken a size- able share of the market with its combination of high quality, sen- sible pricing and clear communi- cation. The company’s focus on marketing education is part of its strategy to build effective and profitable business partnerships throughout the dental industry. Further editorial information from: Charlotte Freestone The Words Workshop Ltd. Tel: 01908 695500 Fax: 01908 690099 E-mail: charlotte@thewordswork- shop.co.uk Web: www.thewordsworkshop. co.uk All business enquiries to: Iain Forster -Managing Director DIO Corporation Ltd (UK) Tel/Fax: 0845 123 3996 E-mail: info@DIOUK.com Web: www.DIOimplant.co.uk Dentistry Capitalising on Recession “How to grow your dental business in an adverse economic climate”, as presented by Iain Forster, Managing Director of DIO UK, at the Royal Society of Medicine, London 5 5 5 Beware of Expensive Limitations 1 GO TO WWW.DENTALMARKETINGUK.COM 2 ADD REQUIRED QUANTITY TO YOUR SHOPPING CART 3 ENTER DISCOUNT CODE‘IAAFA0910‘ AT CHECKOUT 10% DISCOUNT | REGISTER ONLINE Writing press releases Best practices for web page layout How to update your website yourself Maximising patient conversions Search engine optimisation (SEO) Pay-per-click (PPC) campaigns REACH YOUR PATIENTS | INCREASE TURNOVER | OPTIMISE EFFICIENCY ............................................................................ .................................................................. ................................................................................................... ................................................................................................... .......................................................................... .............................................................................. 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