CE0710: Mastering the Business of Dentistry

Wendy Shultz Spektor, DDS

Course Description:

Dr. Spektor draws on her zeal for learning and passion for marketing and business to boil down best practices gleaned over two decades. Through this all-day course you will gain a foundation of marketing to help you create a clear and simple marketing plan for your own practice. You will learn to conduct a SWOT analysis - determining strengths, weaknesses, opportunities and threats - to analyze both your internal systems and your external market environment. This course offers you the opportunity to step back and view all aspects of the dental practice with a critical business eye toward assessment and improvement. You will also come away with dozens of proven patient and referral-based marketing tactics to adapt for your own use.

Course Objectives - As a result of attending this course, the participant will gain a working knowledge of:

• Branding: What it is and how to leverage yours
• How to conduct a SWOT analysis, both for internal use and the market environment
• The 4 "Ps" of the marketing mix...plus 2
• How to differentiate between - and prioritize - internal and external marketing
• Proven strategies to enhance referral-based marketing
• How to go outside the industry to create "win-win" relationships through partnerships and affinity marketing
• Which marketing tools work well in dentistry, which don't, and why
• "Best bang for the buck" marketing tactics to implement now

Instructor:

WENDY SHULTZ SPEKTOR received her dental degree from the University of Washington. She owns and operates Spektor Dental Center in Bellevue, Washington, and has been in private dental practice for 25 years. In 1982, she founded SpektorDent Communications, specializing in marketing for dental professionals. Dr. Spektor has served the dental, business and philanthropic communities both locally and abroad for many years. She was featured in the UW Dental Alumni Newsletter and honored as Gala Honoree for Hadassah Hospital in 2005.

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