The Best View On Marketing EVER!

If you're here in the U.S., I hope you're having
a wonderful Thanksgiving holiday week. If you're in Canada,
the UK, Australia, Belgium, South Africa, New Zealand,
and any other countries represented by members of
this list of savvy dentists...I hope you're having
a spectacular week as well.

The other day I came across an outstanding quote by
one of the 20th century's top management experts,
Peter Drucker. Originally from Austria, Mr. Drucker
studied many of the world's top corporations of the
post-WWII era. His writings on business and management
are brilliant.

Here's the quote:
"Marketing is not a function. It is the whole business
seen from the customer's point of view."

That's the BEST perspective on marketing I've ever seen!

Think about that one good and hard for a minute or two.
Drucker's saying that marketing isn't just something
that you "do" for your practice...it's the way people
SEE your practice. That's BIG.

Your IDENTITY to your patients, and those who are not
yet your patients,is what they see (or don't see) in
your marketing. OK, now let me define "marketing" from a
slightly different, yet parallel, angle:

"Marketing is ANY communication with your customers and/or
prospects that influences them to do more OR less business
with you."
- Me

Hopefully that makes you VERY conscious of the decisions you
make in your practice on a daily basis...the things you and
your team say to your patients...how phone calls are handled...
how your patients are treated...etc.

Also, you should be VERY careful considering whom you allow
to design ANY of your ads or marketing materials! Whether
they know it or not--and most don't--they are DEFINING
who you are to the world.

So...look around your practice. Look at your current marketing.
Listen to what you and your team are saying to your patients.
Observe how you and your team are acting toward your patients.

Be OBJECTIVE. Ask your team to do the same. Then meet with
them and discuss your findings. Don't focus on the negative.
When you uncover a problem, focus on POSITIVE solutions that
will get you better results. There's your opportunity.

All my best,
Chris

PS: This may be one of THE most important messages I ever
send to you. Be sure to keep this one in a safe place. Read
it to your team...get them involved!

PPS: The solution is NOT "pretty", image based marketing! It's
not about how your marketing looks...it's how it communicates
that matters! More on that in the future.

PPPS: If you liked this and other messages, please forward it
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