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What does leadership have to do with marketing? Everything. Consider these two scenarios:

PRACTICE AInvests $40,000 per year in external marketing efforts. Dentist can be described as “low energy.” Is not very interested in the team, and has not provided training on asking for referrals, phone skills, patient relationship-building, etc. Occasionally delegates, but could do so more often. Seeing 5-10 new patient inquiries per month, converting fewer than five of those into actual patients. Having trouble growing the cosmetic side of the practice.

PRACTICE BInvests $20,000 per year in external marketing efforts. The dentist is committed to self-improvement and the advancement of the team. Has high energy; people want to do their best around this person. Has inspired the team to provide excellent patient care and service and regularly ask for referrals. Seeing 5-10 new patient inquiries per month from external marketing, which is translating to approximately eight actual new patients per month. In addition, is seeing 10 new patients per month from the team’s commitment to asking for referrals. Total new patients per month: 18. Easily converts general dentistry patients into cosmetic patients thanks to the trust and loyalty that patients feel for the practice and the dentist.

What leadership attributes in dentists give way to overall practice success?

Here are the top 16 for dentists:

1. Action-Oriented – Actively working, full of energy when it comes to challenges, seizes opportunities.

2. Cares About Direct Reports – Interested in the people he or she works with, asks about plans, problems and desires, knows about personal concerns of others, monitors work load and acknowledges extra effort.

3. Confronts Direct Reports – Deals quickly with issues in the practice in a timely manner, holds regular discussions about growth and performance, deals effectively with low performers or troublemakers.

4. Patient Focus – Dedicated to meeting patients’ needs, acts with patients in mind, establishes rapport and relationships quickly, will put off tasks to exceed patient expectations.

5. Directs Others – Good at setting clear direction and objectives, excellent planner, manages workload of self and others, people want to do their best around this person.

6. Integrity and Trust – Widely trusted by others, is direct and truthful, keeps confidences, admits mistakes, doesn’t misrepresent for personal or professional gain.

7. Managerial Courage – Says what needs to be said, provides current, direct and respectful feedback, lets people know where they stand, is not afraid to take unpopular action when needed.

8. Motivating Others – Able to articulate vision clearly and consistently, empowers others

LEADERSHIP CONTINUED | PAGE 21

WHAT’S leadership GOT TO DO WITH IT?| BY WENDY O’DONOVAN PHILLIPS

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...LEADERSHIP CONTINUED

to step up, understands individual motivations, and makes people feel as if their work is important and appreciated.

9. Patience – Tolerant with people and processes, sensitive to due process.

10. Perseverance – Seldom gives up in the face of resistance.

11. Perspective – Can see the big picture, and can articulate strategy and vision.

12. Drive for Results – Very bottom-line oriented, steadfastly pushes self and others.

13. Development – Committed to actively improving self and team, a natural and curious learner, works to deploy strengths, compensates for weaknesses, enjoys receiving feedback.

14. Manages Through Systems – Ability to design practices, processes and systems that work for others, comfortable letting others manage themselves.

15. Builds Effective Teams – Creates strong morale, fosters open dialogue, has team meetings, lets others be responsible, creates a feeling of belonging in the team.

16. Manages Vision and Purpose – Communicates in a compelling fashion, is optimistic, speaks in terms of possibilities, can inspire and motivate the dental team.

How to hone these skills? Here’s a good start:

• Attend a leadership conference with the dental team, perhaps Disney Institute, which holds events across the nation.

• Work with a practice coach, like those at Fortune Management.

• Read leadership books like Good to Great, Start with Why and The 7 Habits of Highly Effective People.

• Read CEO books, like Delivering Happiness by Zappos.com CEO Tony Hsieh, Onward by Starbucks CEO Howard Schultz or Losing My Virginity by Virgin CEO Richard Branson.

• Join a study club that has a reputation for cultivating leaders, such as the Seattle Study Club.

Start with number one. Everyone in the practice, both patients and team members alike, match your energy every day. Are you bringing positivity to every interaction? Or do you often get mired in the challenges involved in owning a dental practice, and let it show? Are you a natural at winning friends, or are you more of an introvert? Does being hopeful and compassionate come naturally to you, or do you have to put effort into it? If you answered yes to the former parts of each question, you’re in great shape. If you are leaning more toward the latter parts, it may be good to invest in some leadership growth.

When the dentist hones strong leadership skills, the team does, too. When the entire team is inspired by the dentist’s vision, they are more apt to be ambassadors for the practice: helping with marketing efforts, singing the practice’s praises across town, and attracting high-quality patients by regularly asking for referrals.

Now, that’s marketing in motion! n

MEET THE AUTHORWendy O’Donovan Phillips is president of Big Buzz,

the only full-service dental marketing firm in the nation. They offer more than 35 different marketing solutions, all backed by real research. Her book, KABOOM!: The Method Used By Top Dentists for Explosive Marketing Results helps dentists build thriving practices with marketing backed by strategy. The American Marketing Association has awarded her for excellence in her industry, and she is currently acting as an expert marketing consultant to the American Dental Association. In 2016, her agency formed a partnership with Seattle Study Club, and she will be lecturing to their clubs nationwide.

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