Dental management manual in the post Covid-19 era – From theory to practice

Description

When unpredictable, catastrophic and disabling events happen into all sectors of the economy and social life, the impact of the change becomes immediate, with an acceleration of the processes that almost always leads to a concentration and restructuring of the activities. In our case of the dental offer. In the next future it will occur a physiological reduction of the dental offices that will be larger on average, organized, competitive, entrepreneurial. In this context matters relating to management and business economics should become part of the cultural heritage of dentists, at least those who run their own business. 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.

• 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

  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.

Pages: 240

Softcover

*All books are final sale and not eligible for returns.