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New website goes live for Shine Partnerships Ltd

chris@precisionpr.co.uk — Tue, 07 Jan 2020 16:10:23 +0000

www.shinepartnerships.co.uk created by Precision PR Limited

We’re truly proud to announce the launch of our latest client website project – www.shinepartnerships.co.uk

Manoj Mahtani – Owner/Chief Executive Officer

Shine Partnerships Limited specialises in providing high-quality [CQC Registered] supported living and floating support services for forensic and/or complex needs mental health service users. With 10 houses (and two more about to launch), Shine provides the care needed for tens of people in North London who have experienced mental health problems and are now returning to life in the community.

Designed and built by associate design consultant Dawn Li with project management by Chris Webb, the site also makes extensive use of photographs by the well-known corporate photographer Harry Chambers.

With 28 live pages, plus a news/blog page, this is the biggest single website project carried out so far by Precision. It incorporated 3 separate photoshoots across 10 locations – each requiring careful recording of photo permissions, etc.

The project took considerably longer than the two weeks first envisaged due to complex demands on the client’s diary. However, the results are visually stunning while maintaining a level of brand continuity from the previous (very out of date) site.

Objectives

The campaign objectives for the website are to:

help recruit staff
better and more clearly illustrate Shine’s services to service commissioners
maintain the existing brand investment and develop it further for future use

We also identified the need for simplified on-going maintenance to keep up with the businesses growth plans. And the ability to re-use assets across multiple channels of communication.

The key technical requirements included:

adaptive design for desktop, tablet and mobile
news/blog page for integration with future social media and content marketing campaigns
architecture and technology that allows the client’s staff (none of whom are marketing or IT professionals) to make minor updates and carry out simple maintenance

Built using WordPress with a custom template, the new site meets all three criteria. The final part of the project will be a short training session. This will demonstrate how to post news, make simple amendments and carry out software updates to plugins and other behind-the-scenes elements.

How can we help you?

If your website is in need of a refresh, please call us. We are particularly interested (and skilled at) developing sites for integrated marketing campaigns. We would love to talk to you about how we could do this for your business. Contact us by email or tel: 07432 189149

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How to brand your practice

chris@precisionpr.co.uk — Thu, 18 Jul 2019 13:26:27 +0000

Which supermarket is your dental practice like?

We’ve been working in PR for the dental industry for two years now – you may have seen some of our work with brands such as Pearl Dental Software. During that time we’ve had the privilege to study many dental businesses and practices across the country.

It is fascinating how dental practices are perceived by professionals and patients. This perception derives to a very great extent from the efforts that owners to create ‘a brand’. It is true that all the clever marketing in the world won’t create a great ‘brand’ without any substance, but you can at least set the direction. After that, it’s up to you to create substance by living the values you have ascribed to your brand.

This article offers some ideas on how you might shape your practice brand.

The supermarket test

A simple example of how people think of your dental brand might be to consider which supermarket chain it is most like.

For example:

{my}dentist = Aldi. Low cost, high volume, limited range, no-nonsense and highly efficient
BUPA = Sainsbury’s. A little confused. A reputation for being expensive and luxurious while stacking it high and selling it cheap in places to compete with Aldi
Portman = Waitrose. No compromise, personal, classy and with the flexibility to meet the needs of the local market – so long as they are rich enough to go private
JDRM = Booths. Family owned and run, with great staff involvement and customer loyalty, but very definitely regional.

Open all Hours Arkwright (Ronnie Barker) and Granville (David Jason)

Unfortunately, there are also a lot of ‘Arkwrights’ out there. Open all hours, but providing a great experience for neither patients nor for poor little Granville.

So which one are you? And if you are an Arkwright, will you plod on in the same weary way until Granville grows a pair and sets up his own corner shop down the road?

Analysing the players in detail

{my}dentist

Even though the huge practice portfolio is made up of some very diverse properties, and even though practice sizes vary greatly, {my}dentist has done a fantastic job of creating a unified brand.

{my}dentist – excellent presentation and signage

Their practices are visually crisp. They have a well organised corporate back office and a rational practice/area management structure to take the admin load off clinical and nursing staff. They are efficient and friendly and effective. I will state now that I (Chris) attend a {my}dentist practice, and I drive an hour each way to do so.

However, they can be a little stingy on pay for some staff, and when they have a resource gap it all falls apart. And that is the weakness in their brand. It works better for patients than it does for staff, and they struggle to recruit in some regions as a result.

Our verdict: 8/10. Feels very efficient. Clever naming. Still working on improvements.

BUPA Dental – Camberwell

BUPA

Having built THE pre-eminent private healthcare brand in the UK, BUPA decided to go into dentistry by buying and extending the Oasis dental business. But we don’t think they realised how different dentistry is to their normal areas of operation. As a result, they are balancing too many diverse staff contracts, and therefore have a lot of unhappy staff – never good for great patient experience.

There is a real conflict between BUPA’s carefully crafted private health image the mix of dental services they offer. As a result, many NHS patients feel like second-class citizens. And we’re sure many potential new NHS patients assume that the BUPA brand means a private only practice.

On the plus side, they have done a good job on the visual elements of the brand and updated many practices with new imagery, decorations and furniture. And they do have that very well know private healthcare reputation to fall back on.

Our verdict: 6/10. The positioning of BUPA’s dental offering is very confused. The BUPA healthcare brand is both helpful to recognition and a hindrance to execution.

Portman Dental and Implant Clinic – Maidenhead

Portman

They are growing organically, and take on new practices after a very careful evaluation process. It’s not about acquisition price; it’s about potential and fit. As such, Portman’s brand is all about consistent high quality.

Portman has also eliminated the conflict that plagues BUPA – they don’t offer NHS treatments. That means they can be 100% focused on offering quality private treatments. And that focus results in happier staff and happier patients.

Our verdict: 7/10. Well thought through positioning reflected across the company’s operations, but not a very visible brand.

JDRM

JDRM recently won an NHS emergency treatment contract in Leicester, and the business has created an impact by keeping it local and concentrated.

They have a real focus on their services. However, because this focus is around a single service in a single area, they have been able to use it as a central point around which they can offer other services: it’s a concentric strategy, not a just a bunch of tangential ideas.

They have also invested sensibly in creating a strong visual image for their seven practices and implemented the latest software to help create a single, integrated business. The software enables them to make savings through shared back office services.

JDRM also take the trouble to exploit PR opportunities (such as case studies by suppliers) to tell professionals about what they do, and so make recruitment easier.

Our verdict: 8/10. Visually exciting. Feels fresh, but also personal and friendly.

So Arkwright, what about a new till?

In Arkwright’s case, a new till and a small van would have made Granville much happier. And in today’s competitive market for dental associates and nurses, having better equipment and systems might well give you an edge. But what can you do about patients?

What do you do to advertise your presence in the area? If patients and potential patients don’t know about you they won’t book appointments.

JDRM Dental Care – invested in creating a strong local presence

Visuals

And when they do come in, what is their first impression? What does your signage look like? Is it reflected in the way your practice is decorated or do you have random colours and mismatched chairs in the waiting room?

Do your documents look like they’ve been printed professionally or at least on a professional office printer, or do they look like they’ve been churned out on one of those Gestetner devices they used to make school teachers suffer?

Do you have a practice logo, and if you do, is it used consistently?

And talking of logos, does yours look like everyone else’s anthropomorphic molar, or is it a bit ‘different’?

Does your business name suggest ‘dentist’ or could it be equally applied to a greengrocer or funeral director?

Online

What does your online presence say about you? Do you know what websites list your practice, let alone what they say about you? Have you created social media channels and then forgotten about them? And when was the last time your own website was updated?

Patient interaction

How do your reception team deal with patients? Do they have the right tools to manage your book (and training in how to use those tools)? How do they sound on the ‘phone? How long do patients have to stand at the reception desk before someone deals with them? How do the reception team deal with the pre-treatment paperwork? And how well do they handle the tricky and uncomfortable process of taking payment?

How we can help

Every single one of these things shapes the perception of your brand, and every single one is in your direct control.

Chris Webb is an Accredited Member of the Chartered Institute of Public Relations (CIPR) and director of Precision PR Limited with a background in digital imaging technology and all its applications. Cary Cray-Webb is a practising dental nurse with a degree in Fine Art. Our company, Precision PR, has been working in the dental industry since we started in 2017, writing, creating websites, developing social media, web and media strategies.

Chris has nearly 30-years experience in marketing, marcoms, PR and social media, and 35-years experience in IT. Opinions and analogies about the brands discussed are based entirely on our personal observation and experience since, in branding, the perception of others is everything.

We can help you define your brand, and execute your marketing communications plans. If you would like to discuss how, please get in contact by emailing chris@precisionpr.co.uk or calling 07432 189149.

So let me ask you again? Which supermarket chain is most like your dental business?

Note: All opinions in this article are those of the writers, and are based on nearly 30 years of PR practice and personal observations of the UK dental industry.

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Getting digital marketing right

chris@precisionpr.co.uk — Wed, 12 Dec 2018 17:10:05 +0000

Don’t shout – whisper

Digital PR and marketing apparently provide businesses with some distinct advantages over traditional methods. People will tell you that you can reach a bigger audience. Well, you sort of can, sometimes. But traditional media still has a massive reach.

They will also tell you that, you can more easily reach a better-targeted audience. Well, that’s true also true to an extent. But trade papers are by definition, read by people in the trade, and local papers by people who are local. So so don’t dismiss them as a targetted communications channel.

However, the biggest advantage of digital PR and marketing is ‘trackability’. They allow you to easily find out who you’ve reached and what effect your message has had. And this is the point.

Many people spend a great deal of time and money gathering data about who has seen their online marketing efforts. Some will then spend further time trying to work out what this means. However, the real key to success with digital marketing is continuously responding to the data to build your reputation and improve your marketing activities.

What to do

Tailoring your message to match the market is really difficult. It is too easy to believe that your vision is perfect and become so invested in it that you cannot make adjustments. You can have the best product in the world, but if your audience doesn’t understand what they will gain from buying it, then they won’t.

Success comes from cutting through the noise with a message that addresses the needs of the individual. So if your message doesn’t mean something to that individual it’s just part of the noise.

Let’s face it, you don’t really care if your competitor on the other side of town has a beautifully designed website. What you care about is getting more new customers or patients, and existing ones spending more money with you for premium services.

So work out what you need to do to let people know why they should trust you. In other words, what do they want to hear from you?

Show people that you are the expert in your field. That doesn’t mean just telling them – it means giving them reasons to believe. In other words, tell them something they will find useful.

Show them that you care passionately about your industry and profession. Let them see that you have pride in your work. In other words, demonstrate meaningful innovation and understanding of new developments.

Show them that you care about them. Focus on their needs and look at your business from their perspective. In other words, think how you would react to your message if they were sent to you by a competitor.

Show them others who you have carried out work for. Let them identify with those people and see that you are the right choice for them as well. In other words, put emphasis on testimonials and case studies that explain what you deliver.

And above all, don’t ‘sell’ to them. Digital marketing lets you cut to the sale so easily. But resist the temptation – give them space and time to ‘buy’ from you. In other words, people will only become happy customers or patients if they see real value in the products and services you offer.

In a world of shouting, the clearest sound is sometimes a whisper.

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Have you ever heard of Rehab4Addiction?

chris@precisionpr.co.uk — Tue, 20 Nov 2018 08:50:02 +0000

Advice for those seeking recovery from addiction

A couple of weeks ago I received an email from a gentleman. He was asking me to provide a link to his website from the website of my band. Normally I consign such emails to the ‘blocked sender’ list. But this one caught my interest because of the song he mentioned, namely our recording of ‘When all you have is a hammer’ by Gretchen Peters.

For those unfamiliar with the song, it’s about a military veteran who deals with trauma he suffered by hitting the bottle.

So, I read his email again, called him and had a chat. I politely declined his initial request, and instead offered to write this blog post. Because, frankly, the song, his choice of it, and his backstory all resonated with events in the lives of people I know – including family.

So, what’s the score?

The gentleman’s name is Oliver Clark, and he helped set-up Rehab 4 Addiction to provide advice for people seeking drug and alcohol rehab clinics in the UK. Oliver told me that he got involved in the charity because of his own personal experiences.

Being a bit unthinking sometimes, I used to have an unsympathetic attitude towards addiction and alcoholism. But recently, I’ve realised how much damage was done to some of my family members by a crime committed against them. That’s led to a couple of them showing serious addictive tendencies. And then I thought about my wider family and realised that several others have had mental health problems and issues with alcohol, again in reaction to things that have happened to them through none of their own fault.

In fact, berievements and being on the receiving end of a serious crime has damaged several people I know, leaving mental scars such as depression and anxiety. And while I’m not aware of any family member having a drugs habit as a result, I do know a couple who consume more than a sensible amount of beer and whiskey. Others have had relationships collapse, trouble holding on to jobs and difficulties with education as a result of trauma.

I’m a fairly ordinary sort of person from an ordinary sort of family. So I have little doubt that my family’s experience of addiction and mental illness is nothing unusual.

So I thought I’d find out a bit more about Oliver’s charity, and help raise awareness (and SEO scores) by writing this blog post.

What does Rehab 4 Addiction do?

In a nutshell, Rehab 4 Addiction offers a free hotline dedicated to helping those suffering from drug, alcohol and mental health problems. Rehab 4 Addiction was founded in 2011 by people who overcame drug and alcohol addiction themselves. You can contact Rehab 4 Addiction on 0800 140 4690.

The charity facilitates admissions into over forty rehab clinics across the United Kingdom and internationally. Its advisors have extensive knowledge of a huge selection of alcohol rehab and drug rehab services throughout the UK and abroad. They create rehab programmes which cater to specific needs.

Mental health awareness

At the time I’m writing this it seems everybody (or at least every media outlet) is talking about mental health. Yet it still seems to be a taboo subject – somebody else’s problem. Well, I don’t think it is.

I’ve suffered anxiety and depression, so have several other members of my extended family, and some have resorted to alcohol to help forget the things that torment them. And I’m sure if you look around you’ll see people you know who have or are suffering mental health issues (major or minor). I think organisations such as Rehab 4 Addiction offer a very important source of help for those who can no longer cope with (or hide) their problems.

I’d like to thank Oliver Clark for contacting me. I hope my blog post helps to raise attention to Rehab 4 Addiction for both those who need its work and those who might like to support the charity.

If you would like to comment on the work of this charity and others performing a similar role, please contact me.

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What do you do when a bank’s ‘Customer Support’ procedures don’t work?

chris@precisionpr.co.uk — Mon, 12 Mar 2018 14:38:57 +0000

Dear Bank Manager

Did you know that several of your online banking functions no-longer work using the Firefox browser?

Did you know that your ‘Secure Message’ facility doesn’t seem to work in Firefox or Chrome?

Do your “Customer Support” team know this?

We tried five or six times to simply report these minor technical problems that were causing serious disruption to our fledgeling business. And we placed another call to unlock our account due to a spelling mistake. We ended up having to both go to the branch to resolve this – a 14-mile each-way drive which had to wait due to heavy snow – thanks to our bank’s over-rigid security.

Couldn’t possibly tell you which bank we’re talking about

So what do you do when your bank screws-up on a technicality?

Cary and I made six calls to customer service and one to branch (who said they have to ring customer service on our behalf, once we presented ourselves in branch in person). Then we got a snottygram for trying to breach their security processes.

In addition to this, our business bank shut it’s local branch shortly after we opened our account. So we also had to make a separate 14-mile round trip (plus parking fees) in order to draw out money from an ATM to pay it into a personal account with a different bank in order to pay our personal and business bills and expenses.

As it is, we have since been able to access some of the functions we need by installing a new browser (Chrome) and trying that. But that was curiosity on our part, not through advice from our bank. Plus the online secure message facility works only when it feels like it in Chrome and regularly throws an error message.

We’re disgusted and will be moving our account elsewhere.

Test your online software

The message for banks (and everyone else) is to test your on-line software properly before releasing.

If you find that it works on one browser but not another TELL YOUR CUSTOMERS. That way the customer can choose what to do, to work out a workaround, or possibly even help you get the problem sorted out by testing etc

It turns out that our bank knew of the problem but simply chose to keep quiet. As a result, they’re going to lose a loyal (if small) customer.

Please feel free to make recommendations about good business banks, or bitch about equally awful customer experience in comments, or contact us with your own thoughts on the subject.

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New website launched – Heditude 2018

chris@precisionpr.co.uk — Mon, 29 Jan 2018 15:55:20 +0000

Heditude 2018 – website by Precision PR

Heditude 2018

We were recently asked to create a website for Heditude 2018, a local community music festival.

The site took us just over a week from approval of our initial design to launch. This includes managing approvals by the volunteers who run the festival in their spare time.

Pearl Dental Software

We’ve now built three websites (as well as our own) that have each driven sales inquiries for their respective owners. We can produce simply structured text-driven websites, post-driven news based sites, or more complicated brand-critical sites for national organisations, and we’ve also written text for other marcoms agencies for use in their own customer projects.

If you have a website requirement, please get in contact. We will write, project manage or design and build the site you need.

For more information please get in contact.

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New win – ghost writers

chris@precisionpr.co.uk — Tue, 24 Oct 2017 12:47:04 +0000

Specialist copy writing services

Chris has recently been engaged to write blogs and website copy for a large, Thames Valley-based marketing agency. He was selected for his flexible approach to the task plus his previous experience in the subject.

Although we can’t disclose the name of the client or the end-user of the copy, we’re pretty damn happy to have be part of such a prestigious project.

If you have a copy writing project that you need help with on any aspect of corporate / B2B technology and information, please get in touch – we will be delighted to discuss the project with you in confidence.

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