These topics are useful also to those who own or manage a more or less articulated and complex dental practice but also to all those who want to deepen the subject, despite already having an educational or professional background in economics or management, and who wish to contextualize it within the dental/medical market.

Authors:

AURELIO GISCO

 CEO of a multinational in the dental field, for over 30 years he has been involved in training as a professor at the Vita-Salute San Raffaele University in Milan and teaching at BBS Bologna and Columbia in NY.

ROBERTO ROSSO

Business strategy consultant, he is the founder and president of Key-Stone, a company specializing in marketing and market research, particularly in the dental sector, where he operates internationally, including almost all the major companies in the world among his clients.

Key Features:

➜ Practical and easy-to-use information provided by experts in the field

➜ Full of examples that are part of the everyday life of a dentist studio

➜ Contextualization of theoretical cornerstones into the daily practice of managing

Table of contents:

Chapter 1 - The impact of the Covid-19 pandemic.......................................... 1

Economic and sociological impact ....................................................................................... 1

Organizational impact........................................................................................................ 10

Chapter 2 - The company system and the dental practice ............................ 13

The McKinsey 7 S model in the dental practice................................................................. 13

Alexander Chernev’s 5 C model ......................................................................................... 17

 Porter’s value chain............................................................................................................. 19

Chapter 3 - Interpersonal Communication..................................................... 23

Communication fundamentals .......................................................................................... 23

The perceptual system......................................................................................................... 28

Empathic communication and conflict management ....................................................... 30

Chapter 4 - Organization and management of human resources................ 35

The company’s organizational system................................................................................ 35

Personnel organization systems.......................................................................................... 46

Hersey-Blanchard’s situational leadership and staff assessment....................................... 49

Satisfaction and motivation: practical application of the Herzberg model ...................... 58

Change management and the Kübler-Ross model ............................................................ 62

Team building e coaching .................................................................................................. 64

Chapter 5 - Business management fundamentals.......................................... 67

The service business model................................................................................................. 67

The concept of the life cycle ................................................................................................ 69

Values, vision, mission........................................................................................................ 73

SWOT Analysis................................................................................................................... 74

The business plan................................................................................................................ 80

Chapter 6 - Pest analysis for the dental sector................................................ 85

External factors influencing the sector............................................................................... 85

Chapter 7 - Strategic marketing fundamentals............................................... 93

Definition of the reference market...................................................................................... 93

Segmentation....................................................................................................................... 96

Positioning......................................................................................................................... 106

Value proposition.............................................................................................................. 112

Chapter 8 - Focus on patient management...................................................119

The concept of value ......................................................................................................... 119

Customer orientation........................................................................................................ 123

Satisfaction........................................................................................................................ 125

Loyalty............................................................................................................................... 131

Advocacy ........................................................................................................................... 133

Chapter 9 - The dental practice information system...................................135

The marketing information system and the internal perspective for management............................................................................................. 135

 Market research and its practical application ................................................................. 140

The concept of penetration and market share ................................................................. 143

The logic of geomarketing applied to the dental sector.................................................... 145

Chapter 10 - Operational marketing in the world of services.....................149

The 7P’s of service marketing ........................................................................................... 149

Chapter 11 - The marketing plan drafting......................................................163

Effective planning.............................................................................................................. 163

Document hierarchies and organization ......................................................................... 166

Practical tips and support templates ............................................................................... 167

Planning the control system ............................................................................................. 170

Chapter 12 - Digital communication..............................................................173

Communication objectives and tools ............................................................................... 173

The website of the dental practice .................................................................................... 180

SEM, SEO, and SEA ......................................................................................................... 182

Social networks strategy for the practice.......................................................................... 183

Interpret data: Google Analytics and Facebook Insights................................................. 188

Chapter 13 - The sales process in the dental practice...................................191

The concept of sales and the psychology of buying .......................................................... 191

Sales techniques and negotiation fundamentals.............................................................. 199

Chapter 14 - Fundamentals of management control....................................209

The contribution margin .................................................................................................. 210

The budget system in the dental practice......................................................................... 217

Efficiency and effectiveness KPIs and reporting systems................................................. 224