Recently, I saw a great video that featured TD bank doing some experiential marketing, which I have studied for years. I love experiential marketing because it focuses on the customer’s experience and feelings. It often focuses on giving. In undergraduate programs, I studied marketing and advertising and thought I would be a copywriter someday. But a lot of that world turned me off, because at the time the trends were pushier and smarmier to me. Studying experiential marketing excited me because it resonated more in my heart.
In our office, I try to employ experiential marketing whenever possible and create raving fans. This often does not even feel like what I used to think marketing should feel like, because it is fun and often very heart-based. Many people think that experiential marketing is event-based, and involves doing a lot of stuff for no direct return (I so disagree with this. I think events are done to invest in your community reputation and are ESSENTIAL for chiropractors) but experiential marketing can be applied in the very first phone call.
Think about yourself, or a family member of yours. Have you or they ever had an encounter in a doctor’s office where the people who worked in the office were rude to you? Where they made it harder to get the care you sought? Have you ever been to a doctor who did not listen, was careless, or rushed? Have you felt vulnerable? Scared or worried about yourself or a loved one?
Simply creating an experience where you act as if the person in front of you matters as much as your loved one…extending the thoughtfulness you would give to someone you hold in high esteem creates a WOW experience for this person. In our office, we are really thoughtful about every process in our new person experience, and we review it repeatedly as a team over the year to make sure that we create an amazing experience for a new person.
How are you wowing the people who walk through your doors, new and otherwise? What are you doing that makes you worthy of being discussed at all of your patients’ dinner tables tonight? Give ‘em somethin’ to talk about and keep blooming!
p.s. Here’s a recent webinar I did on communicating chiropractic. Simply register to watch.