What could you say is your best restaurant on the planet? Spago’s? Capische? Andre’s? I suppose it all depends on your definition of this term best. So, let us redefine the query: What would you say is your most fiscally successful restaurant on earth? Together with the query rephrased, you ought to have replied”McDonald’s.” Of course, few people (more than twelve) would state that McDonald’s is your”best” restaurant in the world, so why can it be very successful? The solution is that McDonald’s success is a measure of marketing competence. Thus, what precisely allows McDonald’s to sell tens of thousands of dollars of food every year? It actually comes down to a single key marketing strategy: regularity. Frequency only implies that McDonald’s has a high degree of constant exposure in the market. McDonald’s many places and consistent marketing ensure it is the most recognizable brand in its own industry. Marketers call this setting”top-of-mind awareness” By effectively utilizing this technique, McDonald’s can outsell the top restaurants in the world although McDonald’s merchandise would rarely be regarded as the very best. Of course, you’re not McDonald’s. In reality, your marketing budget pales compared to this mega-corporation. But frequency, the principal marketing strategy employed by McDonald’s, functions for every single service or product, whether it’s films, iPods, dry cleaning, or dentistry. The frequency of exposure is the key to improving your practice. It is only a matter of implementing the plan effectively to your specific circumstance.
WHAT’S THE FREQUENCY?
Thus, let us discuss frequency by simply comparing the marketing approaches of two physicians: Dr. Blue and Dr. Green. Both physicians have excellent clinical skills, facilities, and individual attention. They have excellent teams, and they rely on referrals to bring in new patients. In reality, their clinics are actually quite similar in a lot of ways, but for the fact that Dr. Green always attracts more new patients than Dr. Blue. Let us look at the way the 2 clinics market themselves with frequency, beginning with Dr. Blue. His principal marketing tactics include conducting yellow pages advertising and a weekly paper advertisement, asking for referrals when appropriate, and seeking to offer great customer support so patients will refer their buddies. These are not bad plans, but they do not supply an extremely large frequency of exposure to potential patients. The yellow pages advertisement is very good but just works when individuals are especially trying to find a dentist. Additionally, it is quite expensive since each other dentist in the city has a full-page ad also. The paper advertisement, on the other hand, is fairly cheap, but it is small and, because a lot of people don’t read the entire paper frequently, prospects frequently don’t even see the advertisement. Asking for referrals must be successful, however, the group is unenthused about”begging” for new patients, and Dr. Blue gets tired of taking the load. At length, fantastic customer support does pay off, but many patients have been observed just once every six weeks, meaning the clinic just has an opportunity to execute this tactic double every year. All these frequent marketing strategies do work. However, as you can see, that the entire frequency of vulnerability for Dr. Blue’s clinic is actually fairly low, and it might take forever to find top-of-mind consciousness with only those strategies. Now, let us look at Dr. Green’s marketing plan. Bear in mind, these practices are almost the same except for a single thing-Dr. Green knows the power of frequency.
Advertising
Like many profitable business leaders, Dr. Green understands that marketing is essential to establishing top-of-mind awareness. Consistent advertising will not hypnotize prospects, but it is going to boost consciousness over time by increasing the frequency of contact with prospects and present patients. This greater awareness leads to more referrals and consciousness locally. Dr. Green is also cautious to spend her money sensibly. She attempted a large yellow pages ad once but discovered it became more costly every year and appeared to attract fewer quality brand new patients. She tends to prevent radio, television, and newspaper advertisements. Even though these strategies can sometimes be a fantastic investment, the promotion rates for all these mediums are often based on a really large supply area-the entire city. Dr. Green’s practice data report, nevertheless, shows that 80 percent of the patients stem out of three zip codes. Taking her strategy out of major businesses that just promote television programs or in books that target their core market (you do not see advertisements for toys Law and Order), Dr. Green goals her marketing efforts to concentrate just on her heart market. She does so by mailing specialist, full-color brochures into crucial families inside her core marketplace at fixed intervals. And, though she does not anticipate the mailer to hypnotize prospects into phoning, she discovers that prospects do start to comprehend her title following several mailings. Additionally, since prospects may maintain a brochure when they are not prepared to telephone, the mailers last a good deal more than most other advertisements would. Of course, Dr. Green understands there’s no”magic pill” Thus, advertising is merely a bit of her marketing plan. For more details about this dentist, check its clinic and their dental services.
The Telephone
Bear in mind, a greater frequency of contact leads to more referrals and case approval. In reality, sales coaches will tell you the many sales are made after the third touch. That is because multiple exposures assist to establish trust. But regular touch is tough in dentistry since most healthy patients have been observed just once every six months. Thus Dr. Green combats this problem by creating two after-care calls daily, effectively raising her frequency of touch with great patients. Dr. Green also calls each new individual before their first trip. She discovers that this helps establish rapport with the individual and makes them comfortable throughout the consultation. It is like she has already briefly met everybody who comes in for an examination. Do not be tricked into believing these forecasts are a simplistic approach. In the course of a calendar year, by investing only several minutes every day, Dr. Green has 600 more one-on-one connections with great patients compared to her rival, Dr. Blue. Dr. Green understands these 600 contacts together with consistent advertisements give her a significant advantage.
