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THE BRITISH DENTAL TRADE ASSOCIATION
Annual Conference 2012Harnessing the Power of Collective Minds
runnymede-on-thames | Egham | Surrey
21 23 June 2012
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Harnessing the Power of Collective Minds
Whatever the next 12 or so months bring, it is unlikely
that public money will be pouring in to the nations
dental requirements in my, humble, opinion.
Therefore, we have to make it happen on our own.
In 1982 I got my first sales position; working as aterritory professional representative for Addis (Yes,
the flip-top bin people). The professional bit
indicated that my task was to visit dental practices
with a view to selling the owner/principal a bucket
load of toothbrushes which they would then
recommend (give) or sell to their patients. The
theory was, at the time, that this would lead to further
purchases of the same product sold via pharmacies
or supermarkets.
During a focus campaign whilst at Oral-B, I was
asked to spend a week visiting the so-called
prestigious practices in Harley Street, W1. During one
of the few actual face-to-face meetings with a dentist
that week, it suddenly dawned on me that I was not
dealing with clients of commercial mind. (I know, it
took me a while) This particular chap was concerned
about his patients reaction if he was to ask them for
1.50 for a toothbrush after they had just spent
several hundred pounds on treatment? My response
to this concern was to suggest that perhaps he could
give them a brush by way of a gesture of goodwill
and a nice added value.
In all of my contact with dentists in the last 30 years,
whether in the UK, USA, Russia, Italy or Greece, I have
come across the same issue - great clinical skill, a desire
to do the very best possible for the patient, clinically,
but needing a little help in commercial aspects.
Now, we as the trade rely solely on the ability of our
clients the dental team to do all of our selling for
us. What our research has shown us is that, in the
main, they are totally trusted by their patients, making
them, potentially, perfect sales people. However, most
dental teams are reluctant to sell, so we need to offer
our help. If they can learn to communicate with theirpatients more effectively, they will sell more
treatment and therefore need our goods or services.
Nobody can save their way to a bigger business, but
we all know and I know from first-hand experience
many dentists try to do just that. Ordering cotton rolls
from one and composite from another, just to save
1.00 (Likely spending an hour on the phone to do so!)
In our membership we have a fantastic amount of
knowledge and experience. Not just in the goods and
services we supply but also in marketing, sales,
finance, accounting, Human resources etc, etc. All ofwhich are skills/knowledge that are generally lacking
in our customers businesses. Can we, therefore, use
our knowledge and resources to help our
clients/customers do better?
I believe the answer is yes we can
perhaps more importantly,
we must!
I know of many companies in theBDTA that try very hard to do just
as I am suggesting above and to
good effect. But, what can we do
together? How much more powerful would it be if we
helped the dental practice do more business by
offering support and training? Sales by Education
was an ongoing theme when we were selling
Endodontic products during my time at Kerr. All the
implant companies know this works, but it can be
costly and all our margins are tight.
At the conference in June you will be moved! Chris
Barrows title Stop Moaning and Get Working
nicely sums up what Id like everyone to take away
with them. You may not agree with everything he
says but you will be provoked to action!
Les Jones is a marketeer, professional photographer,
business coach and innovator. His first book Blah,
Blah, Blah dispels the myths of how successful
businesses develop and grow. Les will make you think
differently. He will give you tools to take back to your
teams and he will stimulate your creativity. This is no
time to sit on your laurels.
Not many enjoy sitting all day in a room to be
lectured! From years of sales meeting experience, I
know that many of the best conversations take place
in the coffee breaks, the bar and over dinner. So, to
help stimulate good conversations - following on from
a morning of thought provoking ideas, we will all work
together in the afternoon to develop a plan that we as
individual companies and the BDTA can put in to
action to drive more business for everyone: Dealers,
Manufacturers, Service providers and, of course, our
dentists. Your voice will be heard and your ideas will
be developed. This is your trade association andparticipation by members is vital if it is to be truly
effective.
I hope you will all come along with an open mind and
a willingness to join in the debate. We work in a
fabulous industry and we have a great deal to offer
everyone, including the patients!
We have the ability to influence not only the future
of our clients, but the nations dental health. Idealistic,
perhaps - but to coin a commercial phrase: Every
little helps.
Simon Tucker
President, BDTA
January 2012
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Set on the picturesque banks of the River Thames,
the 4 star runnymede-on-thames is just minutes from
Heathrow plus major motorway links but without any
of the hustle and bustle of London.
The BDTA Annual Conference will take place at the
hotels dedicated events wing, where delegates will
find contemporary meeting rooms with natural
daylight, the latest business technology, flexible
networking spaces, a business centre and even a chill-
out zone complete with table football and pacman.
Just like its sister hotels The Grove and The
Athenaeum, the runnymede-on-thames is family
owned and prides itself on personalised and
attentive service. Of its 180 stylish bedrooms, many
offer riverside views. After a great nights sleep ontheir heavenly Hypnos beds and feather bedding,
delegates will wake up to the River Thames flowing
past in all its early morning glory. The hotel is
also known for its terrifically varied menu made
from fresh seasonal produce.
runnymede-on-thamesrunnymede-on-thames
Windsor Road
Egham
Surrey
TW20 0AG
T 01784 220960
F 01784 436340
W www.runnymedehotel.com
DirectionsTravelling by Car
From M1 Exit at junction 6a onto M25 towards the
M40/M4
From M3 Exit at junction 2 onto M25From M4 Exit at junction 4b onto M25 towards
M3/M23
From M40 Exit at junction 1a onto M25 towards
M4/M23
Exit the M25 at junction 13 and take the A30 exit to
London(W) / Hounslow / Staines. At the roundabout,
take the 2nd exit onto the A30 heading towards
M25(S) / Bagshot / Egham / Windsor / A308. At the
Runnymede roundabout, take the 3rd exit onto
A308/Windsor Road. The hotel will be located on
your right.
ParkingFree parking is available on site.
Travelling by AirHeathrow Airport Terminal 5 7 minutes
Heathrow Airport Terminal 1-4 15 minutes
Gatwick Airport 50 minutes
Travelling by RailEgham Station is 5 minutes away by car. There is
regular service to London Waterloo Station.
For further information, visit www.nationalrail.co.uk
or contact National Rail Enquiries 0845 7484950.
Travelling by UndergroundThe nearest station is Hatton Cross on the Piccadilly
line. It is 15 minutes from the hotel by car.
If you require a taxi pickup to/from the stations
or airport, please contact the Hotel concierge
on 01784 220967.
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Health & Fitness
Early Bird Offer for BDTA Members
BDTA Members who register for the Conference before Wednesday 21 March 2012 will receive 50
worth of complimentary treatment at the hotel spa.
Delegates and partners are welcome to enjoy subsidised treatments on Thursday 21 June and Friday 22
June 2012, between 9am - 7pm.
To view a list of available treatments, please visit: www.runnymedehotel.com/spa/spa_treatments.aspx
Please contact the hotel spa on 01784 220964 to make a booking. To avoid disappointment, guests are
recommended to make their reservations by the start of April 2012.
During your stay at the runnymede-on-thames,
delegates can take advantage of the hotels many
fitness facilities or unwind at its luxurious award
winning spa. Theres an indoor and outdoor
swimming pool, eucalyptus steam room, whirlpool
bath, saunas and plunge pool. Choose from a wide
range of treatments and drift away into a state of
relaxed bliss. If feeling energetic, you can jog along
the river, enjoy the tennis courts, take an exercise or
dance class at the studio or work out at the gym using
the latest Technogym fitness equipment.
Book before 21 March 2012 and enjoy
50 OFFtreatments at the hotels award winning spaTerms & Conditions This offer is open to delegates and partners from BDTA member
companies.
To qualify for the offer, the conference booking must be received by theBDTA before Wednesday 21 March 2012.
Each individual in the booking is entitled to 50 discount for use at therunnymede-on-thames spa.
The discount can be redeemed on Thursday 21 June or Friday 22 June
2012, between 9am 7pm. If the treatment of choice exceeds the subsidised amount, it will be the
individuals responsibility to settle the difference on the day.
Treatment appointments will be allocated by the Spa on a first come firstserved basis.
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Conference ProgrammeThursday 21 June
For Golfers08:30 09:30 Arrival Refreshments
Bar XIX
09:30 18 Holes on the Bernard Hunt Course
Bar XIX Lunch
For Non-Golfers
09:30 onwards Registration & Refreshments
Foyer Bar
09:30 11:00 Statistics Committee Meeting
Grand Union 2
11:00 13:00 Manufacturers & Technical Group Meeting
Grand Union 2
13:00 14:30 Lunch
Leftbank Restaurant
14:30 15:30 AGM
Grand Union 1 All members are welcome to attend this meeting.
There is no charge for attending.
15:30 15:45 Refreshments
Foyer Bar
15:45 16:30 One year in... Lessons Learned and Progress Made
Grand Union 1 Amanda Sherlock, Care Quality Commission
16:30 16:45 Refreshments
Foyer Bar
16:45 17:15 Public Perception of Dentistry: What Our Patients Think
Grand Union 1 Simon Tucker
Presentation of research carried out by Bray Leino Ragdoll
19:00 onwards Drinks & BBQ
Riverside
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Friday 22 June
09:00 09:25 Registration & Refreshments
Foyer Bar
09:25 09:30 Presidents Welcome
Grand Union 1 & 2
09:30 10:45 Business Innovations & Marketing
Grand Union 1 & 2 Les JonesLes's presentation will be highly visual, incisive and humorous. In his talk he will be
looking at consumer trends that affect dentistry and providing hints and tips on
how every company in attendance can challenge the way they currently operate
and generate innovative and profitable new ideas.
10:45 11:15 Refreshments
Foyer Bar
11:15 12:30 Stop Bloody Moaning and Start Working
Grand Union 1 & 2 10 Steps to start booming in business again
Chris Barrow1. Establish your core values - who you are, who you want to employ, who you
want to serve and how
2. BOP: Be bold, outrageous and provocative - otherwise you are invisible
3. Embrace social media
4. Say something worth saying - marketing is extinct, the future is a conversation
5. Understand the importance of tribalism in branding and create a community,
not a client database
6. Invest in human capital7. Tear up the rule book - provide service in ways that would have been
unimaginable even 5 years ago
8. Prepare to compete - how are you going to be different?
9. Innovate in everything
10. Retire NOW - get out of the rat race and run your business as the best paid
hobby in the world
12:30 14:00 Lunch
Leftbank Restaurant
14:00 17:00 World Caf Workshop:
Grand Union 1 & 2 Harnessing the Power of Collective MindsFrom big, organisation-wide challenges through to everyday nitty-gritty detail,
this fast paced session is designed to help you explore individual interests around
delivering business goals. Often at conferences, the best part is the discussions
with friends and colleagues. So, to help that process, the World Caf Discussion
will focus on harnessing the knowledge and expertise amongst you, the BDTA
members. We encourage you to use this session to think differently and speak
openly about some of your toughest challenges in achieving success in your
individual businesses and in or industry.
What will you take away that means you can start to work differently on Monday?
19:00 19:45 Pre-dinner Drinks
Riverside
19:45 onwards Black-tie Dinner & Entertainment
Riverside
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Eton College
Saturday 23 June
09:30 Meet in hotel lobby
10:00 Guided tour of Dorney Court
Lunch
13:45 Guided tour of Eton College
Dorney CourtBuilt in 1440, Dorney Court has been the home of the Palmer family for
more than 450 years, passing from father to son through thirteen
generations.
It is one of the finest Tudor Manor Houses in the country and was
recorded in the Domesday Book. Its rooms are full of history with 15th-
and 16th-century oak and beautiful 17th-century lacquer furniture.
Dorney is the ancient word for island of bees and Dorney is famous for
its honey which is still produced today. Curiously, the very first ever
pineapple to be raised in England was grown at Dorney Court and
presented to Charles II in 1661.
Eton College was founded in 1440 by King Henry VI to provide free
education for 70 poor scholars who would then go on to further their
education at Kings College, Cambridge. From these 70 scholars in the
early days, the school has since expanded to about 1,307 boys, and
became one of the most well known educational establishments in
the world.
19 British Prime Ministers were produced by Eton, including Duke of
Wellington, Walpole, Pitt the Elder, MacMillan, Douglas-Home and David
Cameron. The School Dress, which dates from the 1850s, still consists of
a black tailcoat and waistcoat and pin-striped trousers.
Saturday Tours
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Golf TournamentFoxhills Golf Club
Stonehill Road
Ottershaw
Surrey
United KingdomKT16 0EL
T 01932 704465
W www.foxhills.co.uk
Situated in the undulating scenic Surrey countryside,
Foxhills Golf Club boasts 3 different golf courses, two of
which are Championship standard which have staged a
number of prestigious tournaments in recent years.
On Thursday 21 June 2012, the annual BDTA GolfTournament will take place on the 6,892-yard Bernard
Hunt Course, named after the European Tour PGA
professional who has served as head professional at
Foxhills for 25 years and still teaches at the club today.
Bernard won 30 times on the European PGA Tour,
played in the Ryder Cup 10 times, twice as Captain,
and won the Tour's Order of Merit in 1961 and 1963.
Not surprisingly, the course that's named after him
offers more than a few serious challenges for club
golfers. Tall pine trees line this golf course and with
the gently undulating landscape dictating the
immaculate fairways, accuracy and control from start
to finish are a must. The course finishes with a holedescribed by local members as 'Cardiac Hill'. Widely
considered as one of the most difficult in the country,
it requires a huge tee shot to avoid a partially blind
second shot up the hill.
Foxhills Golf Club is approximately 20 minutes drive
from the runnymede-on-thames hotel.
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Speakers ProfilesAmanda SherlockOperations Director, Care Quality Commission
Amanda joined CQC from one of the predecessor organisations,
CSCI, where she was Regional Director for the South East. With a
professional background as an Occupational Therapist, her careerto date has included senior management roles in health, regulation
and the NHS Executive, including leading the transition
programme to establish national regulatory bodies.
She holds a BA Hons in Business Studies and a Masters in
Leadership and Management.
Care Quality Commission
CQC is the independent regulator of health and adult social care
in England, established under the Health and Social Care Act
2008. Its main function is to register providers and monitor their
performance against a set of regulations relating to quality and
safety of care.
Les JonesLes Jones is a designer, photographer, writer and speaker
with over 25 years experience of working in the design and
marketing sector.
Les currently works as Creative Director with Practice Plan and is
also the originator and editor of 'The Business of Dentistry
Magazine' which has raised the level of design and editorial within
dental publishing. In 2011 Les launched his own creative magazine
called Elsie which has received many glowing reviews from within
the creative sector.
Les's presentations are highly visual, incisive and humorous. In his
talk he will be looking at consumer trends that affect dentistry
and providing hints and tips on how every company in attendance
can challenge the way they currently operate and generate
innovative and profitable new ideas.
Meeting MagicMeeting Magic specialises in facilitating meetings. We work with
global organisations across a range of industries including IT,
mobile telecoms, FMCG, manufacturing, finance and professional
services. From board level meetings through to large conferences,
we work with groups to maximise their time. We have developed
a reputation for delivering excellent results from meetings, without
them being dull. Part of the magic we add is through our use of
graphics. Working visually enables groups to manage complex
information in a way that is intuitive to the human brain.
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Speakers ProfilesChris BarrowChris Barrow has been active as a consultant, trainer and coach to
the UK dental profession for over 15 years.
Chris combines long experience and deep expertise with the
originality and independence needed to resolve the thorniestproblems. Naturally direct, assertive and determined, he has the
ability to reach conclusions quickly, as well as the sharp reflexes
and lightness of touch to innovate, change tack and push
boundaries.
Chris spent the first 17 years of his working life in the corporate
sector and followed this with 23 years of self-employment. The
different dynamics of both worlds have given him the valuable
gift of knowing how to operate and communicate in both.
In 1987 Chris was active in the establishment of the Institute for
Financial Planning, an organisation representing the first fee-based
Financial Planners; Chris specialised in working with small
businesses.
In 1993 Chris decided to transition from the world of fee-based
financial planning to business coaching and became one of the
first UK students at Coach University, from where he graduated as
a certified coach.
Recognising the opportunity in the dental profession, 1997 saw
the creation of The Dental Business School (DBS) and the
development of a 12-month business coaching programme for
dental practice owners and their teams, delivered to over 400 UK
dental practices in the following 10 years.
In October 2008, became Director of Private Sector Developmentat Integrated Dental Holdings Ltd, the largest dental corporate in
the UK and now acts as an occasional consultant to IDH as well as
continuing his freelance consultancy work for corporates, PCT's
and independent practices.
Chris is a Non-Executive Director at Genix Healthcare, where he
continues to help the company with overall strategy, marketing
and management development.
His main current focus is as Principal of The Dental Business Club,
creating training, consultancy and coaching services for the top UK
independent practices.
Nothing appeals to Chris more than something that looks like alost cause; he loves to fix what seems broken, rekindle what looks
extinguished and bring back to life things (and people) which
appear forlorn and lifeless.
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Conference PackagesPlease choose your preferred conference option from the selection below and complete the booking form.
The prices do not include VAT.
Delegate Packages
Partner Packages
Full Conference 600 BDTA Member Price
790 Non-member Price
Thursday 21 June Business sessions, lunch, dinner, bed & breakfast
Friday 22 June Business sessions, lunch, black-tie dinner, bed & breakfast
1
1 Day 2 Nights 570 BDTA Member Price750 Non-member Price
Thursday 21 June Bed & breakfast
Friday 22 June Business sessions, lunch, black-tie dinner, bed & breakfast
2
24 Hours 410 BDTA Member Price
550 Non-member Price
Friday 22 June Business sessions, lunch, black-tie dinner, bed & breakfast
3
Business Sessions Only 250 BDTA Member Price330 Non-member Price
Friday 22 June Business sessions, lunch
4
Dinner, bed & breakfast for Thursday 21 June 60BDTA Member Price90 Non-member Price5
Dinner, bed & breakfast for Friday 22 June 60BDTA Member Price90 Non-member Price
6
Dinner, bed & breakfast for both days 120 BDTA Member Price180 Non-member Price
7
If you have any questions or would like additional booking forms, please contact
Maggie Wan on 01494 7811821 or email [email protected]
Misc. Packages
Thursday Golf & Lunch 80BDTA Member Price110 Non-member Price
8
Saturday Tours & Lunch 259
Wednesday 20 June Single Occupancy 215 Double Occupancy 245
Saturday 23 June Single Occupancy 136 Double Occupancy 166
10A
11A
10B
11B
Additional Nights Stay
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Booking FormBDTA Annual Conference 201221 23 June 2012 | runnymede-on-thames | Egham | Surrey
Delegate Partner Name Package Number(s)
1 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
2 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
3 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
4 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
5 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
6 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Dietary Requirements? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Company: . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Address: . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Post Code: . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Booking ContactName: . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Telephone: . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Email: . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Payment Methods
Total cost for conference + VAT
Cheque Enclosed is a cheque made payable to the BDTA.
Invoice Please invoice me for the amount above. P.O. number: . . . . . . . . . . . . . . . . .
Credit Card Please charge the following card.
(Please phone these details through to 01494 781182 if you prefer.)
Card Number: Expiry Date: / Start Date: / Security Code: Issue Number: (switch only) Cardholders Name: . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Cardholders address: (if different from above) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Please note that all payments will be acknowledged with a receipted invoice.
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To register for the 2012 BDTA Annual Conference, please return your completed
booking form to:
Maggie Wan
The British Dental Trade Association
Mineral Lane
Chesham
Bucks
HP5 1NL
T 01494 781182
F 01494 786659
Terms & ConditionsPlease note that upon completing this booking form you are agreeing to the following terms & conditions.
BDTA Member Discount To qualify for the discount, you must be from a BDTA member company.
All booking forms and payment must be received on or before Monday 16 April 2012.
Cancellation No refund will be given for cancellations made after Monday 16 April 2012.
Substitutions may be made at any time.
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The British Dental Trade AssociationMineral Lane, Chesham, Bucks, HP5 1NL
T 01494 782873
F 01494 786659
W www.bdta.org.uk