For many years now, large corporations such as Tesco and Coca Cola have sought to find ways to raise their profile and show stakeholders that they are socially, ethically and environmentally responsible for their actions. This strategy is known as corporate social responsibility (CSR) and can involve anything from sponsoring charities, to investing in building projects in the local community.
But why should it be only up to the largest companies to act in a socially responsible manner? After all, you don’t have to spend big to show your stakeholders that you care, and with a little thought and imagination, even the smallest dental practice can take advantage of the benefits that CSR brings.
At the heart of CSR is a philosophy centred on ‘doing the right thing’. This could involve anything from giving money to charity, to working in the local community. It could also include taking steps to act in a more environmentally friendly way. This may be starting a recycling scheme, or simply cutting down on waste.
Another option is to work with companies that share a similar vision to your own. If your suppliers and business service providers have a positive and proactive approach to CSR then this in turn rubs off on you, and your practice can benefit from being seen to work with companies that also act in a socially responsible way. For example at DBG we understand that the small things can make a really big difference, both for our members, and for the wider social world. As part of our on-going efforts we are currently Gold Unity Partners with dental charity Bridge2Aid. This means we sponsor the training of a health worker in emergency dental care, so they can provide life-changing dental care fo those who need it most.
Benefits
There are many different benefits to adopting CSR in dentistry, and not least, you will be doing something ‘good’ for your local community. But while supporting a good cause is enough for many people, there is a strong case to adopt CSR for business reasons as well. Firstly, you will find that CSR will help you strengthen your ties in the local community, raising moral among your members of staff as well as those people whose lives you affect. A happier team is a more effective team, and your patients will appreciate being treated in a practice that actively seeks to work in a responsible way.
There are also many different promotional benefits you can take advantage of. With a little forward planning you can improve your company practice profile with your existing patients as well as those who may be searching for a new practice. You can also gain publicity in the local press. If you can be seen to be doing positive things in the community, then people will start to make positive associations with your practice brand, which can only be a good thing for your business.