The “iPhone” of Dentists
Several weeks ago I saw an advertisement for McDonald’s Egg McMuffins. While I am not a fan of Egg McMuffins, I really liked the ad. The point of the advertisement is that Egg McMuffins are so incredibly good that they are the standard by which other elements in one’s life should be evaluated, even relationships. Not long after I saw the advertisement, I retired my Blackberry started using an iPhone. As with any new electronic devise, I had a significant learning curve to feel comfortable with my iPhone but the more I use it and it’s multitude of applications, the more I like it. In fact I like it so much that it has become my evaluation standard. As CEO of Apple, Steve Jobs was relentless in his demands for new products. He insisted that they provide an end to end user friendly experience; create superior customer value; be artistically pleasing; be of the highest technological standards; be easily interfaced with other Apple products and even be “playful.” While some would fault Jobs for his inter-personal skills, there can be no argument about the superior quality of his innovative products. No doubt if Jobs has chosen dentistry as a profession he would have created a superior practice because the same standards that he relentlessly pursued for his products would create a superior practice as well. Patients are seeking dentists who are at the forefront of technology, are meticulous in providing excellent care, provide an end to end “patient friendly” experience, and be even if not playful at least friendly and compassionate. I am not sure that I would want to be known as the “Egg McMuffin” of dentists, but being the “iPhone” of dentists would is a goal worth pursuing.
If you want to be more than the breakfast sandwich of dentists, give me a call, DentistCEO, for a free consultation. What be a breakfast sandwich when you can be an “iPhone”?
SpongeBob SquarePants and Sensodyne, Really?????????
A couple of days ago, I happened to be in the next room as my grandkids were watching SpongeBob SquarePants on Nickelodeon. I heard the expected commercials of overly sweetened breakfast cereals, the latest toy at Target and elementary school fashions. But then out of the “blue”, there was a commercial for Sensodyne. I thought to myself, “Are there really that many six year olds with temperature sensitivity? Or does SpongeBob play that well at the local retirement home?” If indeed there are a lot six year olds with sensitive teeth, my guess is that they are way passed any benefits from the use of Sensodyne. Much to my surprise, in the space of one hour, I heard the same commercial three additional times. Wait a minute, I am really that much out of touch with the demographics of the typical SpongeBob fan? Or do I not understand the issue of sensitive teeth. Nope, as I have thought about it, I am still convinced that an account executive at Sensodyne has missed their target market.
As dentists we spend a considerable amount of money and energy on marketing. In order to gain the greatest bang for our dollar, we need to spend up front determining who exactly is our target market and what message will ring true to them and lastly direct our marketing to them. I mean, SpongeBob and Sensodyne, really????????
Identifying Your Competitive Advantage
Recently during a study club presentation, I asked the participants to identify their competitive advantage. More than half responded that their customer service was their competitive advantage. The term “competitive advantage” implies that you are doing something that sets you apart from your peers. If over half of the offices in your area are doing that same thing, does anyone have a competitive advantage? As you work to identify or create a competitive advantage, be specific in identifying what you do that makes you unique. Your customer service may in deed be your competitive advantage but if it is, what exactly are you doing that is unique? What about your customer service sets you apart?
The Give Away
What Are You Selling
Tough Times
Dental Marketing: Lessons from Harley Davidson
In the late 90’s it seemed that Harley Davidson was just another American company struggling to stay afloat amid the stiff foreign based competition. Americans had repeatedly witnessed the weakening of “our” corporations as the foreign competition heated up. The automobile industry was a prime example of a once proud industry that was brought to its knees as foreign automobile manufacturers were able to not only match but surpass American manufactures in the areas of quality and value. One couldn’t help but wonder if Harley Davidson would face a similar fate as foreign competitors such as Honda, Suzuki, Yamaha and Kawasaki continued to encroach into Harley Davidson’s market. But the performance of Harley Davidson stock indicates just he opposite.
A look at the Harley Davidson mission statement and their marketing strategy reveals some valuable insights for company’s success. Harley Davidson’s mission statement doesn’t focus on the obvious but rather focuses on life improvement through dream fulfillment; “We fulfill dreams through the experience of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles and branded products and services in selected market segments”
While other motorcycle manufactures have marketed to the more obvious younger riders, Harley Davidson has focused on older, more financially stable market. As the “baby boomers” age, they look to recreational outlets that enable them to fulfill the dreams that have been shelved while they pursue their career goals and raise a family. As the kids leave and the career seems to be on auto pilot, they find themselves wondering, “is that all there is?’ At the same time the prospects of qualifying for a senior citizen discount has lost some of its allure. All of a sudden the idea of donning the leathers and riding off into the sunset on a “hog” sounds pretty appealing. Harley Davidson’s mission of dream fulfillment resonates strongly with this market. In fact is resonates so strongly that Harley Davidson has been able to capture 49% of sales at the same time pricing their product 50% more than their competitors.
As dentists we face similar challenges as Harley Davidson, competition is strong, not only from our peers but also from other businesses who compete for our patient’s discretionary dollars. As Scott recommends, by first determining on our practice/business goals and focusing on our buyer/patients, we can develop a marketing plan that will distinguish us from our peers and reach those patients who are desirous of our services.
