Interview with: Bob Davis, Sales & Marketing Director, D.G.L. Information Technologies UK Ltd.

DGL provide a broad portfolio of solutions all based around a single core product. This enables them to supply a solution that can grow as and when a specialists practice grows or requirements change. These range from a single Consultant billing solution through to pain clinic modules, group solutions, chambers editions of the software all the way through to small hospital systems and specific corporate solutions.

In addition to the thousands of individual specialists, the software is used by BUPA, Classic, BMI, Nuffield and Capio hospitals in various forms. Bob Davis is the Sales and Marketing Director, and has been with the company since it’s inception.

APN: Tell us a bit about the history of the company.
BD: As a small start-up company with a staff of two, running from an office - which doubled-up as one of the director’s conservatories - the changes since 1991 have been significant. DGL currently employ 14 staff and have sold over 4,000 licenses giving us a position as market leader and an enviable reputation as providers of quality, cost-effective software.

Technology has changed dramatically and comparing an IBM Compatible 286 16Mhz of 1991 with a modern computer of today will give you some idea of the comparison between our early product offerings and the products we have today.

In addition to advances in hardware, the internet has opened up new opportunities for DGL to supply enhanced products and services to our clients. DGL’s software now has the option to provide access from any internet enabled computer system including Macs and the latest PDAs.

The internet has also allowed DGL to provide an excellent level of on-line support, not only here in the UK but also across international borders as our client base broadens into other countries.

APN: So, what is DGL’s core product?
BD: ANWe call it our ‘starter module’. For most anaesthetists this is the only solution that they will require and provides Patient Registration, Billing using the licensed CCSD coding system, Debtor Management and Accounts production all in a single easy to use low cost package.

Indeed, we now even offer a rental option on this product and many other DGL services that allow you to buy into the best at a very low start-up cost and allow you to budget accordingly with all the support, updates and rental fees bundled into a single monthly payment.SWER

APN: How long have you been with DGL and what does your work entail.
BD: I am one of the founder members and co-owner of the company and as such have been involved since its beginnings, in 1991. Both myself and my business partner came from a background of working for similar companies that supplied software into both the private and the NHS markets at that time.

My initial role was very hands on and as a small company there were no predefined roles it was all hands to the deck! I was directly involved in product development, support and of course sales.

That has now changed as I no longer spend as much time on the support or development aspects, as that is run by my colleague, Peter Gregory, and is determined by the demands of our customers.

I now split my time between the management of the company and providing on-site demonstrations, and as such spend a lot of time on the road. I am fortunate to have an internal sales manager, Kingsly Hollis, who provides the backup I need and gives an ongoing service to existing customers as well as looking after potential and new customers.

APN: Where is DGL based and do you have offices elsewhere?
BD: DGL’s offices are based in Buckingham, which, being close to the M40 and M1 gives us easy access to most of the UK. Technology now allows us to support our customers remotely via an internet connection so our customers in Ireland, Abu-Dabi, Gibraltar, Australia and Guernsey can enjoy the same level of support and service as customers in Milton Keynes.

APN: Are there any recent developments that you can tell us about?
BD: Technology and private practice are continually evolving and as a company we are always at the forefront of assessing, and where appropriate, implementing and recommending new technologies for our customers benefit. Recent changes include:

• New lower pricing structures
• Rental options
• Hosted solutions
• Web Bookings
• Digital dictation integration
• Licenced CCSD coding system
• Flexible charging structures tailored to each provider if required

APN: What direction do you think DGL will take in the next five years?
BD: We see a trend towards more consultants working in chambers or as groups in an effort to improve efficiency and bid for NHS and PMI contracts and as such we have invested heavily in ensuring that our product line meets these demands. Consultants are facing a downward pressure on their fees and as a result need to work more efficiently and software tools such as ours become more of a necessity than a luxury.

On a more general I.T. level we see a movement towards hosted solutions where our software is installed and run from our central servers and accessed remotely from any computer with an internet connection. People are leading more mobile lives and often need access to software from a number of locations. As well as providing a portable solution, hosting has many other benefits, For example we are able to take care of backups, upgrades and maintenance rather than the customer.

APN: Do you work with anaesthetists in the development of your products?
BD: We have an established user base of anaesthetists working both as individual practitioners and in large groups and we have always known the value of listening to the feedback and suggestions from all of our customers and using this information to drive the products forward. We regularly provide updates to our client base either through our web site or by CD upon request that incorporates all the latest features and improvements to the software.

APN: ...And finally, what is your selling point and how do you get your message to potential customers?
BD: With such a large user base that is growing at an incredible rate, quality is paramount both for our customers and for us as a company. Our most successful marketing is word of mouth and our reputation for service and support is second to non. We operate a computerised call logging system to track and monitor calls but still rely on verbal contact to resolve any issues! Over 94% of all calls into our office are resolved on the same day which is a statistic that many organisations in the health sector can only dream of achieving.

To contact the DGL team, call 01280 824600, or email bob@dglit.com