Creeping through rush hour traffic on the M25 is never fun, especially when your Sat Nav becomes increasingly sarcastic and the sun is always just in the wrong position so no matter how you position your visor you still have to contort your back so as not to be blinded. When I arrived at the home of Click Dental in Basildon I emerged from my car a stiffened and misshapen mess. Feeling twice my age was bad enough, but made even worse when I met Vijay Patel, the Click Dental CEO, who despite his many years in business was one of the annoying breed of people whose personality seemed to keep them younger than their age. As Vijay spoke about Click Dental, it was clear this was not a businessman resting on the laurels of past successes, it was an enthusiastic man with a youthful hunger about him and a clear desire to succeed.
Vijay’s first pharmacy opened in 1975, and it wasn’t long before this had grown into a small chain with another four being purchased inside five years. It is this which has helped Vijay as he expanded into distribution. He originally moved into this area purely to service his own pharmacies, as he had been unhappy with the level of service he had received. After a remarkable period of growth distribution soon became the focus of his attention. One of the reasons for Vijay’s success is his uncompromising view on the importance of service. Being a pharmacist himself, Vijay understood the requirements of the profession, and shared in the frustration when deliveries were incorrect or arrived late. Waymade Healthcare, Vijay’s pharmaceutical distribution company, was founded on the principle that when an order is made it is a promise to the customer that will not be broken. In the early days it even meant him making deliveries himself, the cost of which was little compared with the trust he gained from the customer.
Again and again Vijay spoke of the relationship with the customer, and it is clear that despite the size of the company, the fundamental philosophy is still the personal touch, and that is something he ensures is clear to all the staff.
Move to dental
Do you ask a bird why it flies? A fish why it swims? No... But I couldn’t help myself asking Vijay why he had decided to move into the dental market. The answer was simple, ‘I’m an entrepreneur’.
Winning awards for his entrepreneurialism, and making Waymede Healthcare the success it is, are the result of, not the motivation behind, Vijay’s drive. In answering why he had expanded into this market he was caught between his enthusiasm for the new venture, and annoyance that he had not made the move sooner.
‘For me it is just a natural progression. We already have all the infrastructure in place, and are already distributing to all other health care professionals. We believe we can make a difference, and feel there is room there for us and the kind of service we want to provide.’
Whilst Waymade Healthcare is a big player in the pharmaceutical market, Click Dental is the new kid on the block in the dental market. One couldn’t help but sense that Vijay is enjoying the fresh challenge, and he spoke excitedly about the company’s first Showcase and the plans for the future.
Despite being ‘the boss’, Vijay clearly saw himself as one of the team, and not separate to it. His office is positioned alongside his sales team and he clearly enjoys a good relationship with the staff, who all seem united behind the company’s ethos and spirit. Describing himself as a people’s person, Vijay explained his theory of open management, and how he seeks to get all members of the team together with the right attitude, and how that will benefit both the customer and the company.
Which click?
When first hearing the name Click Dental I assumed it would be an internet focussed company. As my crumpled body fell out of my car in Basildon, my knees and back reminded me there are different kinds of clicks. There are of course those of computer mice when customers click an order, there are those of bones that have been cooped up for too long, and there is also the click of connection.
After my tour of the building and seeing the whole process from ordering to shipment, it clicked, and I understood Click Dental.
Yes there is a website, but that alone is not the ‘click’. The website is there for the simple ease of use it gives customers; that is the ‘click’! It is the connection with the customer, and the relationship the company hopes to grow.
The Click Dental website is geared around the customer, ensuring it gives the most information in a way that is user friendly. When customers are logged in to the system the ordering process is simple. Simply adding the required items to the online basket and then clicking to complete the order is all it takes. Those already registered will have their shipping address already saved, and can pay either by credit card or put the order on account.
Whilst Click Dental will be releasing a hard copy of their catalogue, head of Click Dental, Richard Sheil explained, ‘The benefits of an online catalogue are clear. Whilst we will be releasing a traditional catalogue of products, one of the problems they have is that immediately after print it could be out of date. Having a catalogue online means customers get to see the entire current range, with the current stock levels, at the current price, meaning no surprises or disappointments when it comes to actually place the order.’
One surprise there will be for customers, will be the pleasant one that orders even as late as 7pm are still guaranteed to arrive on the next working day. Many dentists are themselves experiencing the benefits of extra hour surgeries, as the public want to fit the service around their busy routines. The same principle applies for practices, and with ‘late night shopping’ a dentist (or dental nurse or practice manager) can order stock after closing rather than having to spend valuable work time doing it.
All deliveries are free, meaning a practice will not be pressured to wait until their requirements come over a certain amount before they order. This helps take some of the stress out of purchasing, and alongside the discounts registered users receive, is a real financial boost for dental practices.
Moving forward
Entering a new market place is a daunting experience, but Vijay and his team are relishing the challenge. The company had a large presence at the recent BDTA Dental Showcase, and with the aid of their cuddly teddy-bear Clifford, managed to get the brand name Click Dental out to the dental team. The company is about to open a huge new warehouse, and has plans to increase its already comprehensive stocklist to include everything a dental practice could ever need.
Vijay may still have the drive for success of a young man, but he also has the maturity that comes with age and he understands that success will not happen overnight. ‘It is a long term project, and we are here to stay,’ he explained.
Click Dental is the new kid on the block in the dental market, and under no illusions that success is a ‘given’. The harder the task the greater the satisfaction on completion though, and Vijay was clearly determined that in spite of the size of the challenge, Click Dental would be a success. There is something inspiring about someone who truly relishes the fight, and the more difficult it is the more steely the resolution to succeed. It must have been contagious, as when I clambered back into my car I remembered I still had the arduous task of the M25 route ahead of me and I found myself repeating Vijay’s comments about the competition he faced, ‘Bring it on!’