Opinions expressed by australiabusinessblog.com contributors are their own.
Our marketing agency is anything but ‘average’. We do not produce any content or attempt to sign anyone and anyone as a customer. Instead, we place great value on quality and only work with people who share our philosophy. I am extremely proud of the relationships we build with our clients and the marketing we produce for their dental practices, but I am constantly looking for ways to do more and be better. I’ve always believed that you should surround yourself with people who have different skills and abilities than you, and luckily I’ve been able to do that because of the team we’ve built and our clients. That is also the reason why my agency has a Clinical Advisory Board.
Related: How to Create an Effective Advisory Board?
Why we have a Clinical Advisory Board
Our Clinical Advisory Board, or “the CAB”, as I like to call it, is made up of some of the industry’s most successful dental professionals who have agreed to share their experiences and expertise with us, as well as other practices that are interested. to take their marketing to the next level. The CAB allows me and my team to dig much deeper than some other marketing agencies are able to really address the issues facing dental practices in the market in particular.
While I have over two decades of experience marketing for the dental industry, neither my partner Shawn nor I are a dentist in today’s economy. When I was working in business and marketing for a national dental lab, I noticed that a lab was collaborating with a doctor as a resource. That partnership stayed with me, and when I started my own company, I wanted to recreate that same kind of alliance, knowing that it could only benefit me, my company, and the dental practices I would be working with.
We started the Clinical Advisory Board at my agency because we wanted to connect more fully with our clients, their experiences, and their real needs, as well as some real-world clinician supervision. We use the CAB as a sounding board and tool to deepen our understanding of the current state of the dental industry and what is happening in the various markets my company serves across the country.
Related: The Benefits of Engaging an Advisory Board
How the Clinical Advisory Board benefits our business
To create the CAB, we invited some of the most engaged and successful dentists we know to participate. It was important to me to have professionals in the field provide feedback on marketing. We wanted a group of dentists we could call on to answer clinical questions and help us take our marketing beyond what is usually ‘expected’. I knew that having this group of clinical advisors to work with would set our agency apart from other marketing agencies that rely solely on their general marketing experience and don’t delve deeper into industry-specific data.
Having the CAB keeps us on the cutting edge of dental marketing. The participating dentists provide us with information about what is happening right now and what trends they see in their patients and within their individual markets. Not only is this valuable information from a business perspective, as it allows us to be much more competitive than we otherwise would be, but it is also valuable to the dental practices we work with. The information we get from CAB members helps us anticipate our customers’ needs and gives us more authority in our decision-making.
I am not the kind of person who settles for what is acceptable. I always want to strive for more. When it comes to my company, my team and the way we do marketing, I’m not afraid to ask for a clinical opinion. It is the best way to perfect our craft and be more effective. By sharing the information I receive from our CAB members, I also hold myself accountable to my current and potential customers, as I can’t release something I don’t fully support.
There is always something new to learn in marketing and in dentistry, which makes the CAB an extremely useful tool. Without it, we would certainly have less competitive advantage. Establishing the Clinical Advisory Board for our agency is one of the best decisions my partner and I have made for our company.