Supporting our Practices and Leaders
To help you get to know our Resource Hub Teams and how they go about supporting our practices to do what they do best delivering clinical excellence and outstanding patient care, we thought we would introduce this new series where we spotlight each of our teams.
Starting with the brilliant Marketing and Communications Team, we interviewed Laura da Silva, our Head of Marketing and Communications.
So, first things first, why does the Marketing & Communications Team exist?
We, the Marketing and Communications Team (M&C Team for short) are an extended part of the Operations Departments, working like internal marketing consultants providing expertise, inspiration and training to our practice teams and leaders across the business.
We are here to support our practices and Resource Hub teams, to set the Todays Dental (TD) Group as the benchmark for others to follow, while influencing how things are done within the industry.
What is the M&C Team’s vision?
Our vision is to be culture guardians who inspire all departments and practices to effectively communicate and engage people with their goals, by working as a well-oiled, vibrant, joyful and impactful team. Our practices’ marketing will be the envy and admiration of other local dental practices! 😉
How does the team achieve this?
Supporting our practices to reach their full potential takes many shapes as there’s no one-size-fits-all at Todays Dental. Across our 30+ practices, we assist and coach practice teams on how to engage people with their messaging to create strong local brand awareness, manage their thriving reputation, conduct local market research, educate local communities, and facilitate patient communication. This enables our practice teams to drive growth and revenue, and ultimately reach their overarching business goals (the 4Ps in action! Read more about it here: Todays Dental Cultural Framework).
And as guardians of the TD brand, we put into practice everything that we coach our practice teams on.
What are some key examples of how you are supporting our practices?
On a more practical level, we help our practices to:
- define their success – what are their key objectives and how will we measure success?
- clarify their brand – how do they want to be known as by patients and local communities?
- identify their audiences and how to communicate with them – who are their patients and how can you engage them with key messages?
- conduct competitor and market research – how do they stand out against local competition and how do we engage their local community?
- implement key basics within the practices – are we making the most of owned channels? Do we have internal marketing on display at the practice? Is their signage up to date?
- attract and retain patients through creative campaigns – these could be treatment specific, clinician specific, or seasonal.
Wow, that sounds busy! How do you all manage to juggle it all?
We truly believe that there’s no one-size fits all when it comes to supporting our practices – they are their own individual brand with individual needs, and are at different stages in their marketing journey.
Our passion and dedication, as well as being a truly great team who help each other out is what makes delivering this vision possible. While our team is small, a big part of our role is to develop the skills within the practices, and empower them to drive the marketing activity in practice with our support. This way it’s the best of both worlds! Local marketing with central support and expertise.
What does the future hold for the M&C Team?
We are working on a few very exciting projects and campaigns this year which we are looking forward to launching and announcing throughout the year. I won’t give too much away now, so watch this space! 😉
Lastly, could you introduce us to the M&C Team?
Ben Lees & Hayley Cleal – design whizzes
Georgia Holmes – campaign legend
Elliott Bagg & Odessa Sherreard – wordsmiths
Myah Caro – digital guru
Laura da Silva – strategy ninja
Cat Bridges – social pro