PAGD Keystone Explorer Spring 2020

Keystone Explorer |  Spring 2020  9 dentistry issues Q Crew builder #2 Empower your Crew to “market” the practice. BUT they must do it using six words or less. The focus of this exercise is to create a Practice Brand Slogan (PBS). The PBS should express the philosophy, people and processes of the practice in the briefest way possible. Some of the most famous PBSs are: Allstate Insurance – “The Good Hands People” Nike – “Just Do It” Apple – “Think Different” The New York Times – “All the News That’s Fit to Print” L’Oreal – “Because you’re worth it” KFC – “It’s finger lickin’ good” McDonald’s – “I’m lovin’ it” Verizon – “Can You Hear Me Now?” Lay’s – “Betcha Can’t Eat Just One.” U.S. Marine Corps – “The Few. The Proud. The Marines” Here is the challenge to your crew: You are on an elevator at a large dental conference. There are several people in the elevator from different practices. A woman in the elevator asks, “Do you all work in dental offices?” Everyone says, “yes.” She turns to each and says, “What makes your practice different?” In six words or less: What is the PBS for your practice? Crew Builder #1 1. Create a list of “Yes” or “No” questions that relate to the core values of your practice. For example: We believe that an Implant is a better solution than a partial denture? We believe that losing $100 is more important than losing a patient? 2. When you have your list, create a cardboard paddle for each person (the size and shape of a pin-pong paddle). 3. With a large Sharpie, write “Yes” on one side and “No” on the other. 4. Hand out the paddles. Assure everyone that there are NO wrong answers and that this exercise is designed to help establish core values. 5. With the paddles down at everyone’s side, ask one of your questions out loud. 6. Each person should respond to the question by displaying either a “Yes” or “No” response, using their paddle. 7. Have the group review everyone’s responses and openly discuss the differences between answers.