Change of generation—chance for practice development
A thriving, modern practice that is flooded with light, with a waiting area in the winter garden, three dentists, a motivated team and a solid patient base—what more could you wish for? The Maday practice in Viernheim, Germany, wanted more. They decided to work with the STEPPS team to make things happen.
The biggest change is neither sudden nor surprising. The Maday practice faces a change of generations—Dr. Maday Sr. is about to hand over the practice to his son. With the new generation comes an expanding range of services offered, given the fact that implant dentistry has gained ground in recent years. The practice has subtly evolved into an implant practice. But it has been such an unnoticeable change that only a few long-term patients have noticed it. Faced with this situation, Dr. Wolfgang Maday and dentists Dirk Maday and Melanie Kaul turned to STEPPS for help.
Dr. Wolfgang Maday, Dirk Maday and Melanie Kaul.
All good advice starts with listening, as well as a comprehensive analysis of the current situation: What is the external perception of the practice? How does the practice communicate? What does it look like on the Internet? How are the doctors reviewed online? What are the strengths and weaknesses of the practice? What does the current patient structure look like? How big is the target area of the practice? Where can most patients be reached? This CPM Analysis (Customer Profile Measurement), which is part of STEPPS, Dentsply Sirona Implants’ marketing program for dental professionals, formed the basis for further planning in the Maday case. From this, the regional patient potential for the practice could be very precisely determined (an explanation of the CPM analysis is found in the box below). The Online Marketing Potential Analysis showed that further solutions should include Google optimization of the website and a better Internet reputation with an active management evaluation.
Situation analysis
Not even a practice can avoid getting older. Dr. Wolfgang Maday realized early on that marketing is critical to success. In addition to running a practice with designed, high-quality rooms, a corporate logotype was developed and an informative website launched years ago. However, the profile of the practice is facing a great challenge. The practice is a generation younger and its focus is clearly on implant dentistry. And the business environment is not the same as it was just a few years ago. Competing practices are active and professional online, as this has opened up new ways to communicate. The recommendation was: don’t go for a full makeover—do a facelift, with the goal clearly defined: a notably younger and more dynamic profile that radiates high implant dentistry competence.
Developing the tools
The STEPPS Manufacture made the modifications of the corporate design. They offer a wide variety of prepared, high-quality designs that take care of everything from business cards to theweb site. Their specialty is to design and produce tailor-made material to fit the needs and strategic goals of each individual practice. Using experienced consultants and designers, with thorough dental know-how, the chosen measures are quickly produced, with very good investment value.
The images of the practice, taken by a professional, STEPPS photographer, speak for themselves. Today, these images and the selected design are the framework for all communication coming from the practice.And with the new, search engine optimized website (zahnarztpraxisviernheim.de), the Maday and Kaul practice gets many of their first visits online.
“The cooperation with STEPPS turned out very positive. The design changes are set and ready to be implemented. And, as soon as we see the effect of the first actions and events, we will look forward to the next steps. These should, more than anything, contribute to a stronger relationship with our patients,” says Dirk Maday.
