For anyone that doesn’t know, Internal Marketing (IM) is an emerging discipline that is practiced in companies under different names. Whether called internal marketing, employee engagement or internal communication, the concept is the same: to align, motivate and empower employees -at all functions and levels- to consistently deliver positive customer experiences.
For a dental practice, key to your IM strategy is creating an efficient and collaborative work environment where your team feel involved and motivated. If your team feel part of, and a sense of responsibility for, any practice successes, be it achieving IIP status, becoming BDA Good practice accredited or simply gaining a new patient from word of mouth, it will encourage and motivate them. Their positive attitudes may result in a far more friendly and comfortable environment for your patients which in turn, may increase their spend / loyalty with the practice.
I stumbled across this article, but it did get me thinking about how IM can generate a good ROI and therefore, is something that we should not be overlooking in the dental profession…
The very notion of spending money on employing direct marketing techniques to engage staff would have been alien to most companies a decade ago. As competition in most sectors becomes increasingly fierce, companies are recognising that it is essential that staff become their biggest brand ambassadors.
As illustrated in length in this week’s marvellous Marketing Week cover feature, companies are ramping up communication efforts through direct channels such as email, social media, mailings, seminars and focus groups.
The primary motivation is to engender understanding of the company’s objectives and aims in order to create willing partners and even more willing brand ambassadors.
Just the sort of woolly, unquantifiable end game that usually leads to apoplexy from direct marketers whose eyes are permanently fixed on the bottom line.
High street behemoth Boots, however, has boldly put a number on its own staff engagement drive. The retailer claims that it can correlate a 1.5% increase in like for like sales for every 5% improvement in customer care.
Now that is language that any direct marketer can understand. Investment in internal marketing leads to happier, more motivated staff, and increased revenue.
Recognition for contribution is another way to ensure that staff are happy. Awards in particular are a fantastic way of measuring success.