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The other day a client came to me who has his own dental clinic. He had no idea how to attract customers, scale his business and make big profits. It’s easy to increase dental profits by using a few tips from this article. Read on.

Today I will tell you about the difficulties that “young” dental entrepreneurs face, as well as those who have been in this business for a long time, but for some reason are still stuck in a dead spot.

In this article, using an example private dentistry, we will consider the following questions:

• Why is it hard to start a business?
• 5 principles that will sink your business.
• How to increase customer flow by 30%?
• Businessman or self-employed worker, who are you?
• What will help you create a “tasty” USP?
• Increase dental profits. Where to start?

Let's start from the beginning.

The collapse of a novice businessman's hopes

What does a novice entrepreneur count on when he opens his own business, in our example, his own dentistry?

The first, of course, is freedom. How long can you work for an “uncle” when you have enormous experience, professionalism and small capital. You can make your dream come true and make a profit...

Dream. Many people strive for it. Each in their own way, based on their experience. And a professional in his field, he takes and leaves his hired job, opens his own business and begins to do what he used to do, only for himself.

The problem is that he is often not ready for this, simply because he does not have such skills. Yes, he is a professional, an excellent dentist, but not a businessman.

And the mistakes that he begins to make inevitably lead to problems in his business.

Let's look at a few mistakes my client made in his field. I would like to note that business processes are similar in many ways and differ only in the specifics of the field of activity, so not only dentists should be aware of these mistakes.

5 principles of “old-fashioned” marketing for dentistry or why you won’t have 300 thousand clients)

What principles are still used by many self-employed businessmen, as well as novice entrepreneurs, what mistakes they encounter and what this leads to will be discussed later in the article.

1. If you want it to be good, do it yourself.

Undoubtedly, an entrepreneur must understand many aspects of his business. However, by doing everything yourself, a colossal amount of time and effort is spent learning and implementing all those technologies, or at least a small part of them, that currently exist on the market.

“Do it yourself” is the principle of being the owner of your work. It is common to dentists, lawyers, attorneys, accountants and other professions engaged in private practice.

This is what distinguishes a business from self-employment. This is the principle that does not allow these people to become business owners and jump in over their heads.

This is understandable, there are 24 hours in a day. During this time, it is impossible for one person to serve an infinite number of patients, much less manage, develop and scale his business.

Classics of the genre, Robert Kiyosaki, “Quadrant” Cash Flow" Businessmen value their time and know that it cannot be returned. Therefore, they buy the time of others and then their day no longer has 24 hours. With someone else's hands they can do much more.

The ability to delegate is one of the key skills that distinguishes a businessman from a self-employed worker. The owner of his business is not limited to one clinic, he builds a network of clinics.

2. Advertising is the engine of trade.

It is IMPORTANT for any entrepreneur, including the owner of a dental clinic, to understand that advertising does NOT increase your sales! No matter how strange it may sound, it is a fact.

Advertising only allows you to increase the number of visits to the clinic. But the administrator who took this call Yes! It largely depends on him whether the client will reach us or go to someone else, more polite, for example.

3. The habit of paying twice.

There are some things you shouldn't skimp on. This is marketing and qualified personnel. I'll explain why.

Firstly, marketing is a system that attracts and retains customers in our company. Without attracting customers there will be no profit. Without customer retention, there will be no stability in business.

According to statistics, attracting a new client is 5-7 times more energy-labor-money-consuming than selling a product or service to an “old” one. Yes! Many dentists make this mistake! They treat their customer as “disposable”, not knowing or forgetting that the customer base is the golden asset of any business.

Secondly, the generated flow of potential clients must be translated into real ones. I wrote about this above in “advertising”. And for this you need a competent manager or administrator who can not only competently talk about the services, but also competently close the sale, so that the client does not even have doubts about choosing which clinic to go to.

Thirdly, the dentist himself and his colleagues must be professionals. Otherwise, “good marketing” will simply “kill” the business of an incompetent doctor. Why?

Because the army of clients created by “good marketing”, dissatisfied and embittered by the quality of services, will spread “the fame of the dentist’s great exploits.” And this is in the most favorable outcome. But there may also be lawsuits and compensation...

Therefore, it is important to be a professional in your field and hire professionals just like you or better!

The desire to save money where it is not worth doing can be very EXPENSIVE in the future.

4. Lack of understanding about your own business.

The lack of knowledge and skills does not allow you to create a viable business model, although it all should begin with an understanding of the business processes that will take place in your clinic.

5. One-time clients.

As practice shows, about 45% of dental clinics treat their clients as “disposable”, that is, they served them, made a profit and that’s it.

This is one of the biggest mistakes. Your customer base is your golden asset. Regular customers are the people who make your business stable.

Repeated sales, according to statistics, are 5 times less expensive than finding new customers and building relationships with them.

What is important for a novice entrepreneur to know and will help those who are “treading water.” We'll talk about this further.

6 rules for increasing dental profits

There are things that are painfully familiar, however, there are still a large number of those who do not use them, especially in offline business.

1. Determine who your target audience is (target audience).

Of course. Where will we go if we don’t understand who our client is? Whom we feed with bait, for whom we write texts, shoot commercials, create banners, headlines, describe values, press on calluses...

Trite, but a clear understanding of your target audience allows us to shoot accurately at clients and hit the target accurately, rather than when we have a general blurry idea and fire at sparrows from the Tsar Cannon.

2. Create your USP (unique selling proposition).

Knowing who our client is, we can create a unique selling proposition for him. Or for them, if there are several such groups. Again, the gray masses of an endless number of clinics begin to get lost against the background of the quantity, no matter how good they are.

How can you choose where to go in this case? Help the client, make your unique offer, so that it is the most delicious compared to competitors! What is needed for this?

Yes, it is worth noting here that in many ways these 2 and subsequent points depend on what level your dentistry is: economy office, middle option or an elite clinic.

3. Use benchmarking.

Study your competitors, look at their tricks: how do they attract customers, generate leads, what tricks do they use offline and online? Analyze, maybe even use their service to know your friend from the inside. Take the best they have and apply it to your clinic or your business.

In addition, identify the obvious shortcomings and weaknesses of your competitors and turn them into your strengths. Then, when choosing between you and someone, they will choose you.

Having analyzed your main competitors in this way, you will have a picture of their strengths and weaknesses. You will see what they offer, what their USP is, what their pros and cons are.

Take all the best, remove the weaknesses and create your own beautiful, bright, “tasty” product that your client will “eat” with pleasure. And you will be happy.))

After all, clients are becoming smarter and don’t go to the first dentist or hairdresser from the bright picture in the advertisement. They analyze what is good and what is bad and where is even better for the same money.

Having found weaknesses your competitors and making them your strengths, you will compare favorably with your fellow drillers.

4. Create trust - the source of sales.

The client’s further visit to you and not your competitors depends on what impression the client has about your clinic.

And there are no trifles here. In a literal sense, the client is influenced by everything, from the sign above the entrance and the smile of the administrator, to the cleanliness of the toilet and the presence of soap next to the washbasin.

And of course, the most important thing is the professionalism of the dentist himself. Because it’s one thing when a “soulless” uncle with a stony expression in his eyes treats you, and quite another thing when an open, good-natured, calming person treats you.

Going to a dentist is stressful, unpleasant, and often painful. That’s why we go to him so “often,” usually when we can’t bear it anymore. Routine preventive visits to the dentist have not yet become part of our culture.

To make the client feel comfortable and well, it is important to create trust from the moment the client crosses the threshold of your clinic.

A grateful client will come back to you again and again.

5. Use competent cross-sell.

One of the well-known techniques for increasing profits is cross-selling.
After quality work with the patient, his satisfied, grateful eyes, you can offer him to purchase related products.

Of course, this should not look like an imposed push of a new, super trendy dental floss that penetrates even where others cannot.

The windows of your clinic may contain good toothpastes, brushes, rinses and other oral products that will be truly useful to the client and bring you additional profit.

Without this, neither clients, nor profits, nor business will be visible. And vice versa, from practice, introducing these simple rules In your business, you can increase the number of clients by 30% in 1-2 months.

6. Money is nothing, REPUTATION is everything!

One serious mistake and your reputation will be completely crushed!

People choose a dentist once and for life. This is, of course, conditional, but in fact, I would rather go to the other end of the city to see my trusted specialist than go down to the next entrance to the newly opened dental clinic.

Therefore, how much quality or poor quality service you will provide your new patient depends on whether he will become yours for centuries!?) In this way, you, as a professional in your field, personally influence your reputation.

Word of mouth, as a result of your service, the news of the miracle dentist will spread throughout the area. And what this news will be like and how it will affect your reputation depends on how satisfied your client is.

Yes, and of course, it is important to collect positive reviews patients of your clinic, because the principle of social proof has not yet been canceled. Best review- this is a video review!

Reputation marketing deals with creating and maintaining a reputation. It is impossible to track everything on your own. And the larger your business becomes, the more and better you need to track everything that clients, competitors, media, blogs, social media say about you. networks, etc.

There are often envious well-wishers who, for a number of reasons from psychological to black PR, are one way or another trying to move you from the pedestal of honor of your impeccable reputation.

Reputation is a clean, transparent glass ball, once dropped, the pieces cannot be collected. And even if you collect and glue it together, your reputation will never be the same. Therefore, treat it with care and do not let anyone break it.

This is what reputation marketing is for.

Ask yourself questions:

• Do you know your target audience?
• Do you have a USP that sets you apart from the rest?
• Do you know who your main competitors are and what marketing methods they use?
• Are you building trusting relationships with your clients?
• Do you sell related products?
• Do you care about your reputation as a good specialist?

If there is at least one NO, it's time to think about your marketing!

In conclusion

Let me sum it up.

What is dentistry? This is business. The same business as others, with the same laws, only with its own specifics.

Like any other business, in order to manage it competently you need to have necessary knowledge, skills and experience. Often, in small clinics and private offices, the dentist himself acts as a businessman.

Be good specialist in dentistry and being a businessman are two big differences and, as a rule, one excludes the other.

It’s not for nothing that the owners of the most successful network clinics are not dentists. They create this profitable business, open clinics, hire staff, build networks. The ability to manage your own and other people’s time and delegate authority are some of the key skills that distinguish a business owner from the owner of his work.

And you have a choice. If you want to develop your business, you can start doing it yourself by implementing the rules that I wrote about. This will allow you to attract new clients to your clinic. However, remember that this flow will always be limited by your time.

Or hire specialists in this field, let them do it, and you continue to do what you love.

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Subbotin Ivan

Ivan Subbotin Owner of internet marketing agency SaturDay and leading business consultant with a unique focus on social media. He came to this market with one goal, to raise Russian business. She uses 10 years of experience in digital, internet marketing and social media promotion. Stay in touch with me by joining my social media page on Facebook (

AKIMOV Victor Vladimirovich,
Head of the Consulting Center "Consilium"

Success in the dental business depends entirely on a well-structured business model of a dental clinic. Just as the captain of a ship in a stormy sea is unlikely to find his way to shore without a life-saving compass, so the head of a dental clinic is unlikely to achieve success without a clearly thought-out model for the development of the clinic.

It is the chosen business model that ultimately determines the adoption of certain decisions related to the organization of the clinic’s work.

It is naive to believe that by opening just a “good” clinic, you will make it successful. It is necessary to absolutely understand in what market niche the dental clinic will operate, how exactly you will advertise it, how you will set the price for your services, and where exactly you will make a profit.

As a rule, a number of key mistakes are made when choosing a business model. If a dentist plans to open a clinic, he focuses exclusively on the details of the treatment process. Issues of marketing, automated clinic management, and advertising campaigns remain behind the scenes. As a result, patients do not come to the highest quality dental clinic, and the best doctors stand idle without work.

If a clinic is opened by a non-dentist entrepreneur, he most often transfers all problems related to healing process, including a list of services and pricing. But prices and services directly depend on the business model. If the pricing principles do not correspond to the chosen market niche, then even if there is a queue of patients, the dental clinic will not pay for itself.

Owner's task dental business– ensure the uninterrupted operation of the dental clinic, and for this it is necessary that the flow of patients be constant. What's the use of good doctors and first-class equipment if they are busy for a couple of hours a day? Only a constant flow of patients ensures a sufficient level of profit.

The business model considers the dental clinic not so much as medical institution, as much as a money-making enterprise. You describe all the sources of money coming in and all the items of money being spent. If you lose sight of even one significant type of cost, the clinic may soon go bankrupt. Therefore, there is no need to rush at the stage of developing a business model.

When building a business model, you must decide on the following questions:

• Number of offices
• Price segment
• Kit dental services
• Distinctive Features clinics
• Pricing procedure
• Functions and job descriptions employees
• Payroll principles
• Work technologies
• Patient care procedure

The more detailed you describe the business model of a dental clinic, the faster and more accurately you will make decisions about choosing premises, purchasing equipment and hiring staff.

For example, you are deciding the issue of choosing dental equipment. How much should you spend? Solving this issue in isolation from the business model is pointless. If you are running a premium-segment clinic, then it is not advisable for you to consider cheap dental equipment.

And, conversely, when opening an economy class office, there is no point in spending money on luxury equipment.

If you hire staff but don't clearly define the clinic's business model, doctors and patients will end up having trouble understanding each other.

Finally, from the first steps, the owner of a future dental clinic should understand that any business, including dental, is a system. A service, even if it is of excellent quality, is only an element of the system. The entrepreneur's task is to build the entire system.

In reality, there is a huge difference between a successful dentist and a successful businessman. A successful dentist is a person who knows everything about the business he is engaged in - that is, dental treatment. A successful businessman is a person who knows everything about the clients to whom he provides services: what they need, what they are willing to pay for, how convenient it is for them to visit the clinic.

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Dental services
at the Dental Clinic
low prices":

Among various directions medical business One of the oldest and most profitable is the dental practice. Which is not surprising. The demand for the services of dental hospitals is quite high and at the same time constant, independent of fashion and season, since human teeth are constantly exposed to various negative effects, leading to various kinds diseases. It should be noted that in human body teeth are the only ones in which permanent surgery without any harm to general health person.

The success of the dental business around the world is also due to the phenomenon that most people are afraid of visiting. As a rule, patients go to the dental hospital only when the problem is no longer solved by available means in the form of painkillers, etc. At the same time, the more often a person turns a blind eye to the need for periodic preventive examinations from a dentist, the more expensive it costs him to visit a dental hospital if necessary, regardless of whether it is private or public and in what price segment it operates.

Today, most of the commercial dental hospitals (about 70% of all operating institutions) are single; the rest of the dental services market is occupied by network and branch dental hospitals. Among them, the most common model of a clinic providing dental services is a center working in two directions: therapy and.

Any commercial dental hospital exists in conditions of fierce competition: only those who managed to find their market segment and fully demonstrate their competitive advantages survive. The dental services market is divided into segments by type of patients, by types of services and their cost, and by the size of the dental hospital itself.

There are three main formats for dental business: dental hospital, focused on mass customer service, delivered on stream. As a rule, these are institutions providing economy-class dental services, equipped a large number chairs with round-the-clock operation.

The second area in which dental hospitals specialize is servicing corporate clients within the framework of voluntary health insurance.

The third group of dental hospitals unites institutions specializing in VIP-class services. The main thing in their work is an individual approach to each client.

Based on the business strategy of the institution, a pricing policy is built, which is determined by two main factors: the level of service chosen by the dental hospital for its positioning in the market and the minimum costs of establishing work in the selected segment.

Dental hospital will become successful if you remember two main features of the dental business. Firstly, the client, when preparing to go to , is tuned in to pain and discomfort, so most people feel dejected and depressed. This is exactly what you can play by using one marketing ploy– change the client’s negative mood to a positive one, thereby relieving psychological stress.

Secondly, the quality of the services provided is assessed at the level of “it hurts - it doesn’t hurt”, “it interferes - it doesn’t interfere”. Few patients can give an objective assessment of the dentist’s work, so the success of a dental hospital in terms of economic results is only possible if such concepts as “to be” and “to appear” are identified.

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PLAN:

1. Features of modern business models dental clinics. 2. Modern features of the demand for dental services. 3. Specifics of organizing the work of a new dental enterprise. 2

Slide 3

1.Features of modern business models

There are several most difficult and important stages in building a private dental business - choosing a business model for a dental clinic, finding the “highlights” in the types of services, building customer service, and developing a promotion program. A huge selection of dental equipment and materials also creates certain difficulties for the clinic owner - should he trust the advice of practicing dentists or listen to the opinion of specialist technologists? 3

Slide 4

Serious requirements of supervisory authorities impose special responsibility on the design of a dental clinic - common sense and economic calculation, requiring that everyone square meter brought in as much revenue as possible, the requirements of the SES intervene, forcing the allocation of auxiliary areas that do not generate income - a sterilization room, a staff rest room, additional bathrooms, etc. 4

Slide 5

The process of creating and promoting a dental clinic is the most difficult and responsible period, which often becomes not only a joyful event for the owner, but is also accompanied by a huge amount questions and problems. It is at the first stage that most mistakes are made, which subsequently hurt the investor’s wallet. How to choose the right premises, how to design a clinic so that every meter of space generates income, how to choose those services that are in demand by patients and the prices that bring maximum profit, how to select a professional team, how to go through the grindstone of obtaining permits, how to promote a clinic - with Every beginner faces these and many other questions when creating a dental business. 5

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6 A profitable dental institution can be created only with the preliminary detailed and professional development of its project, with the calculation of a business plan, finding highlights in the range of services, with the competent selection of equipment, with the construction of a business model that is as independent as possible from the staff, with the creation of a special emotional atmosphere customer-oriented service that could not be copied.

Slide 7

How to create a dental clinic and how to promote it? Familiarization with the proposed materials provides answers to general questions creating a dental business. But conditions are changing, the number of clinics created by talented entrepreneurs and newcomers is growing, bringing something new to this business. More and more new “flavors” are appearing - in the types of services, in providing them to clients, new types of materials and equipment are appearing, management procedures are being improved, and requirements for the organization of customer service are growing.

Slide 8

Dental practice is historically one of the oldest areas of medical business. The dental business is based on a very stable demand - a person has many teeth, and when at least one of them hurts, anyone is ready to give everything they have to get rid of the misfortune. 8

Slide 9

The creation of each clinic takes into account the best domestic and foreign experience building a medical business using the so-called “technology of success”. This is not only equipping the clinic with proven equipment, techniques and personnel, but also using effective techniques management, marketing and quality assurance, i.e. building a dental clinic not only as a health care institution, but, above all, as a successful client-oriented business in the field of medicine. 9

Slide 10

10 The concept of any dental business is based on the following chain of actions: 1. The client base and competitive environment in the area where our clinic is located are studied. Conclusions are drawn about the level of the future clinic and the range and ratio of various services that are different from competitors and adjusted to local needs - in demand and capable of bringing commercial success in the area. 2. Positioning is formulated and patients’ perception of the clinic is formed. 3. A legend is being developed, corporate identity and clinic design. 4. Competitive differences and advantages for services are determined. 5. Competitive differences and advantages in customer service are determined.

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11 6. For the selected level of the clinic and set of services, a room layout is developed and technologies for performing services are selected, as well as recommended prices with which you can enter the market. Competitive differentiation is being created in terms of technologies and prices used. 7. Equipment and consumables that have the necessary and sufficient parameters to ensure the required level of quality of treatment are selected for the technology. Calculations of economic indicators are made. 8. A design, requirements for personnel qualifications, and internal documentation are developed for the selected level and equipment of the dental clinic.

Slide 12

12 Practice has shown that newbie entrepreneurs are looking for a doctor as an assistant, who is completely trusted with the creation of a clinic, the selection of equipment, personnel, and, worst of all, the development of a price list. As a result, no matter how good the doctor may be, the clinic is initially built primarily as a medical institution, and not as a business. To avoid such a imbalance, it is better for an entrepreneur to set up a business and manage it himself, trusting doctors only with the treatment process.

Slide 13

13 Taxation. Having the form of ownership of an LLC or individual entrepreneur, you can be a payer under the simplified taxation system (STS). Obtaining a license is the most difficult stage when opening a dental office: impeccable fulfillment of all SES requirements is necessary. You must have certificates for installed equipment, personal medical records of employees, copies of documents on their education and qualifications. Everything in the office should be arranged according to the BTI plan. compliance

Slide 14

The license allows you to practice a certain type medical activities. Therapy, surgery, orthodontics and other types of services are declared separately. The licensing authority makes a decision to grant a license within a period not exceeding 45 days from the date of receipt of the application, and does not have the right to require documents other than those specified in the Federal Law “On Licensing”. individual species activities." 14

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2. MODERN FEATURES OF DEMAND FOR DENTAL SERVICES Dental problems among the population have increased due to poor ecology, increased consumption of sweets and natural laziness of Russians, manifested in irregular teeth brushing. Rather, with the growth of the middle stratum of Russians, whose standard of living is approaching Western standards, patients’ demands for the quality of treatment and service are growing. Traditionally, going to the dentist is associated with terrible pain, so today's patients prefer to pay more to be greeted friendly, reassured, given a cup of coffee or a glass of juice in a cozy atmosphere, asked about life, and only then get down to business. 15

Slide 16

The modern patient is more educated and often asks the doctor a proactive question: “What are you actually going to do in my mouth?” Knows that there are modern “soft” impression materials. Such a patient, upon seeing a dentist mixing plaster, can easily turn around and leave. Many patients already know what a visiograph is and do not want to be irradiated in the old-fashioned way with X-ray machines from ancient times. The same is true with equipment - after lying down once in a comfortable chair from Castellini, the patient is unlikely to want anything else. 16

Slide 17

Public sector It is still afloat only because doctors earn extra money in such clinics unofficially, “for their own pocket.” In such clinics they work on outdated, worn-out equipment, which no one is going to update. The quality of such services can only be tolerated by those hardened by times of scarcity. 17

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Private sector represented by three categories: Large clinics (sometimes with a branch network), where, no matter how you hide it, the costs of the flow system still appear, such as interest rates, doctors’ struggle for patients, and high turnover of staff. As a result of the impersonality of the appointment, the patient sometimes does not even remember the doctor’s name, but the consequences of errors and flaws in treatment or service are easily spread to the entire clinic. Mini and micro clinics, or rather dental offices, where the owner himself works. Here patients go not to the brand, but to the name of the doctor who is responsible for everything. The quality of services here is higher, because if you make a mistake you will be left without a clientele. But alas, such mini-salons, on the one hand, are very vulnerable (sometimes they operate without proper documentation, which is time-consuming and expensive to collect), and besides, they offer patients a very limited range of services - such offices cannot afford a variety of equipment, and there is nowhere to put it. The fastest growing system is of small private clinics with three or four chairs. This is the most promising direction, since in such a clinic, on the one hand, there is an individual approach to the client, and on the other, the range of services and profitability are higher than those of private offices. It is not for nothing, apparently, that the system of such small dental clinics dominates throughout the entire civilized world. 18

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3. Specifics of organizing the work of a new dental enterprise

19 The medical services market, according to experts, is growing at least 20% per year. On average, one city dweller spends one thousand rubles a year on dental health. Whereas, according to the calculations of insurance companies for rehabilitation, or full treatment, one patient needs approximately 100 euros. This means that the market is still at the stage of growth and saturation. Change will be required to grow the market legislative framework, in particular in the field of health insurance. It is difficult to say today whether they will be implemented.

Slide 20

Today, the dental services market is in a state of relative stability. The increase in prices in all previous years was due to an increase in the country's cash supply and the strengthening of the ruble. Increased costs (due to the growth of the euro, since the main suppliers consumables - European companies) clinics passed on prices to buyers of services. As a result, the growth in effective demand was offset by rising prices for dental services, which led to the “fixation” of the market at a different, higher price level with unchanged volumes. 20

Slide 21

Rising prices have changed the price/quality ratio of dental services. Being forced to pay increased prices for treatment, consumers began to pay more attention to the range (breadth) of services offered and the level of service. The one who solves these two strategic tasks today when building a dental business will win the competitive competition for the consumer. This circumstance will determine the direction of development of the dental market in the near future, and it is this that imposes on newcomers the task of approaching the creation of a new generation of dental business - different from most of today's dentistry 21

Slide 22

Cleanliness, tidiness, modern equipment, and the presence of qualified personnel alone are not enough to build a successful dental business. What's the point if you perfect the treatment process, if only one and a half diggers will come to vote with their wallets for your efforts? When approaching the creation of a clinic, it is primarily viewed today not as a place where they help people get rid of dental diseases, but as an organizational structure designed to make money. Such a cynical monetarist approach can cure any newcomer from naive desires to invest everything without a trace in “the best clinic in the city, where the best doctors in the city work.” In any science there is a rule of necessary and sufficient conditions. 22

Slide 23

Building a worthy treatment process - necessary condition creating a modern dental business. But not enough. Compliance with SES standards during design is the same necessary condition, but also insufficient. We call sufficient only those conditions that are directly related to the generation of financial flows and profit. 23

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7. Contract management subsystem. Maintaining a register of external organizations. Preparation, coordination and maintenance of contracts. Planning and control of work execution under contracts. Maintaining reports on contracts. 8. Personnel management subsystem. Maintaining the organizational structure of the CO, personnel data (according to form T2) about employees, doctors and medical personnel. Maintain information about employee training, experience and competencies. Management of training and retraining of personnel. Maintaining personnel records. To calculate salaries, an interface with common external systems. 9. Intellectual capital management subsystem. Structuring, assessment and monitoring of intellectual capital in joint ventures. Planning for the development of intellectual capital. Accumulation and use of knowledge (best practices) in information science. Analysis and acquisition competitive advantages from the use of intellectual capital. 10. Financial management subsystem. An interface with common external accounting and accounting systems is used. management accounting, payroll, etc. 25

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In the treatment process, there are eight main types of services, which it is advisable to all accommodate under the roof of the clinic: 1. reception and consultations; functional diagnostics; 2. therapeutic dentistry(treatment of caries, pulpitis, periodontitis, diseases of the oral mucosa), 3. therapeutic periodontology and conservative treatment periodontitis and chronic periodontal disease; 4. surgical dentistry(tooth extraction, treatment of purulent-inflammatory diseases of the oral cavity, surgical methods treatment of periodontal tissue diseases, excision benign neoplasms etc.); physiotherapy; anesthesia; 5. teeth whitening, removal of tartar, smoker’s plaque, etc. 6. orthopedic treatment dentition defects, preparation for prosthetics, implantology, patient preparation for implantation; 7. orthodontics (treatment dental anomalies), treatment birth defects maxillofacial area, including defects acquired as a result of injuries or early diseases; 8. pediatric dentistry; 26

Slide 27

Today, only every fifth clinic provides its clients with everything listed species dental services. And market development trends and marketing surveys of patients indicate that a good clinic provides a full range of services and good customer service. One of the main trends in the dental services market is the consolidation of formats. There are quite a lot of offices in the city with only one equipped dentist position. In such medical institutions there is no possibility of even X-ray diagnostics, not to mention some more complex medical procedures. A promising direction for dental clinics it will be impossible narrow specialization, but expansion of the line of services and universalization. 27

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There is a tendency to create conglomerates - bringing together diverse participants to create a single offer. For example, consolidation of dental and general medical clinics, cooperation of diagnostic centers and clinics providing services, say in the field reproductive health. It is assumed that with the development of this process, it is possible to create multi-brand platforms where the client can receive a full range of health services. 28

Slide 29

29 Why multi-brand platforms and not multi-disciplinary medical centers? Because it's hard to embrace everything medical services under one roof and equally successfully organize work in different branches of medicine. Because in the end, the issue of quality will inevitably arise, one way or another, there will be a division into priority areas and related. But the client does not want to receive some service; he needs each product to meet a certain, fairly high level.

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30 What can be called the locomotive in our field? In dentistry, dental implantation has the greatest potential. This service will soon take a leading position in demand among patients. And although today many people view this service with some caution, in my opinion, the demand for it will actively grow. According to statistics, the majority of the adult population requires restoration of one or more teeth. Today, implantation is the most natural way to replace lost teeth.

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31 How is the balance of power in the market changing? What are the reasons for this? The experience of the clinics shows that no new major players have appeared in the dental services market. The composition of companies actively participating in the promotion remains the same. The battle for market shares will continue in this sector. The attractiveness of the market for new companies has decreased somewhat. The reasons for this are the high entrance fee (costs of equipment, premises, personnel search), difficult market conditions and personnel costs. In general, human resources have become more expensive, costs for medical specialists amount to an average of 50%, which is a lot.

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32 Organizational difficulties are increasing: the procedure for licensing activities has changed, licensing of quality assessment in dentistry and new labor protection rules are being introduced. Today, companies are recommended to follow the path of service standardization. The organization must have a quality and standardization service, and internal and external training for doctors and contact staff must be regularly conducted. Companies should set a goal: providing the entire cycle of outpatient dental care, and move towards achieving it. In the near future, the range of services will be supplemented with the possibility of placement in a hospital, and in the first half, patients of the clinics will be able to undergo dental treatment under general anesthesia.

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It is no secret that the number of people served in public dental clinics is constantly decreasing. Private clinics providing high-level dental services are increasingly in demand.

That's why Private dental practice is now becoming one of the most popular areas of business.

One of the most important components of a successful start of a dental office is the careful preparation of a business plan that is thought out in every detail. Only with him you can take into account all the nuances of the enterprise, quickly open and then successfully run your own business.

Features of the organization

First of all, you need to know some of the features of running your own business in the field of providing dental services. This will help you navigate and choose the right business model with which all steps and the opening plan are coordinated.

One of the features is the almost constantly high demand for dental services. Research shows that wealthy people, including doctors of all specialties, most often turn to a dentist for help.

Moreover, about half of the patients prefer to be served in private, cozy rooms.

Even in conditions of fairly fierce competition, this allows us to consider this type of business as one of the most attractive in terms of successful work and making profits.

Office or clinic?

Most in demand among the general population are precisely small private offices, which provide the most popular dental services. They are usually located in residential buildings on the ground floor, occupying one or two apartments.

Of course, the premises must be prepared in full accordance with the requirements. The list of services here is much smaller than in large clinics. This is due to many factors:

• targeting a specific category of clients;
• impossibility of installation large quantity complex equipment due to lack of space, personnel, too high initial costs;
• complexity of work organization and much more.

Business model as previous research

First, it is necessary to talk about some difficulties that may arise in connection with opening an office professional dentist and a non-professional entrepreneur.

• In the case when the owner of the future business is a specialist, he works out in detail all the details and elements of the treatment process itself. At the same time, leaving behind the scenes other pressing issues - marketing, maintaining accounting and other documentation, hiring staff, automation, etc.

  Here, the provision of dental services will be truly at a high level. However, most likely, there will not be the expected flow of customers, because to attract them you need competent advertising and much more. Even in the best clinic people won't come if they don't know about it.

• In another option, if dental office entrepreneur opens, who is not himself a specialist in the field of dentistry, quite often a completely different picture is observed. All issues directly related to the treatment process, including pricing and list of services, are usually decided by a hired doctor.

  However, this is completely wrong, because then there may be a discrepancy between the price level and the list of services themselves for the selected model.

From the above it follows that both sides of this business - directly medical and administrative - must necessarily be considered in close connection.

Price level discrepancy the niche in the market that was chosen for developing the business plan, will not allow you to make your business profitable and, moreover, profitable, even if there is large number clients.

Working day of the chair

You definitely need to talk about one more feature of private dentistry - duration and continuity of equipment operation. The chair may remain idle only during mandatory disinfection. The rest of the time it should work.

This is precisely the main difficulty and the main task.

The owner must ensure daily and continuous (over a 12-hour day) operation of the equipment and, accordingly, the workload of doctors.

What will be required to open?

Exists a few mandatory points things to consider when opening a dental office. It is with them, after developing a general model, that you will need to start.

Room

The first thing you need is a suitable room for a private office to provide dental services.

There are two options - renting or buying it. The first option, rent, is considered less expensive, especially at the first stage.

However, in this case, the business owner risks being dependent on the decisions and whims of the landlord. At any time, the owner of the premises may want to terminate the contract in order to sell his property at a profit.

Besides, In the long run, renting is more expensive. Indeed, in addition to all current expenses, it will also be necessary to pay rent, the cost of which is quite high.

Having owned the premises, the entrepreneur does not have to worry about losing it. Plus, there is no need to include additional monthly expenses in the estimate.

When searching for premises you need:

• focus on the range of possible clients. Most often, people turn to medical institutions that are located in close proximity to their place of residence. Large residential areas are ideal for a small dental office;
• also necessary take into account the requirements imposed by law on this kind premises. For a private office with one work chair, this is at least 14 m2. Moreover, these meters are also complemented by a hall and a bathroom.

  That is, in the end it comes out to about 30 m2, taking into account about 5 for the bathroom and 10 for the hall. When equipping additional workplaces, another 7 m2 should be added to each subsequent one.

Registration and licensing

Dental services subject to mandatory licensing. A license may be issued legal entity if there are appropriate certificates for the installed equipment, as well as the materials used in the work.

If the entrepreneur is a specialist in this field and intends to carry out the medical manipulations, then you should register an individual entrepreneur ( individual entrepreneur) and your own license. Otherwise, registration of an LLC will be suitable, and licenses will be issued to specialist employees.

In addition, registration with pension fund, tax office, opening a book of income and expenses.

You will need to open a new business account and order a seal. Additionally, provision should be made for the purchase, registration and maintenance of a cash register, as well as an agreement with a service specialist.

Which ones are the most common mistakes meet at the opening of a dental clinic, watch the video:

Equipment

One of the most significant items of future expenses– purchase, installation and configuration necessary equipment. For an office with one workstation you will need:

• the dental chair itself;
• autoclave for sterilizing instruments;
• set of tools;
• equipment necessary for prosthetics.

This list can also include additional items that will correspond to the list of services that the company will provide.

Staff

When selecting personnel and agreeing on their number it is necessary to proceed from the existing standards of work for doctors. The working day of each doctor cannot be more than 6 hours.

Accordingly, for the office to work seven days a week for twelve hours, at least three specialists are needed.

Additionally, you will need to hire qualified assistants - nurses for each of the doctors, orderlies for cleaning, as well as administrative staff.

Appliances and furniture

There's not much work here. You will only need the bare essentials - chairs, a computer desk, a sofa and a few armchairs, as well as a large closet and several smaller ones.

The technology is also not particularly diverse - the already mentioned cash register, computer, refrigerator for storing medicines and materials.

Example of financial planning

We have already considered most of what is included in the business plan itself. Now you just need to count everything you need point by point.

The cost will be indicated in dollars, since most prices are negotiated in this currency.

Premises:

The calculations should include, first of all, payment for the premises itself. If this rent, then from 150 - 200 dollars per square meter in remote areas or about 500 dollars in the center.

At purchase– about 3000–4000 dollars also per square meter.

The specificity of dental services also requires appropriate repair and refurbishment for connecting the chair to the water supply and sewerage, as well as the electrical network. This will require about $150 per meter.

Equipment:

• Dental unit depending on the level and manufacturer - from 10 to 15 thousand dollars.
• A set of tools – about 1.5–2 thousand.
• Equipment for prosthetics – from 17 to 25 thousand.
• Consumables – about 2–2.5 thousand dollars monthly.
• The budget option for an X-ray unit is about $15,000.

License: d For each type of activity in in this case approximate cost licenses will average $1,300.

Staff:

The salary of an orderly is from 3,000 rubles, and a nurse’s salary is from 6–7 thousand.

A separate issue is the issue of remuneration for highly qualified specialists. Typically, in the case of a small dental office, the doctor receives monthly about 2–2.5 times the minimum salary, and an additional 15 to 25–30% commission, which is calculated taking into account the work performed.

Current expenses: in addition to employee salaries, monthly expenses will include the purchase of consumables, in particular, filling materials, as well as payment of rent and utilities. We should also not forget about taxes.

Price list: e that, in fact, is an income item. It is necessary to calculate the cost of each type of service provided, taking into account pricing policy competitors. Your prices should be about the same as theirs or slightly lower.

As a result, it turns out that opening a dental office will require quite large expenses - initially at least 300-400 thousand rubles. As you scale up, this amount will increase.