Is your marketing helping, hurting, or making no difference?
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Steve Jobs was notoriously a real a$$hole to work for.
Famously known for his berating of interviewees and employees, he never held back speaking his mind.
If you’ve read his bio or watched the movie, you know EXACTLY what I mean.
But he was an a$$hole that made a HUGE amount of money. In fact, during his Porsche infatuation phase of the 1970s and 1980s, he had a garage full of Porsches.
And Apple even collaborated with Porsche to produce the Apple Porsche 935 K3 (pictured to right) ==>
I’m not suggesting that being an a$$hole is necessary for major success. That’s not the way to go if you’re a dentist – who wants an abusive dentist? Not I…
There’s a better way to realize major success in your practice, and that’s to attract the better dental patients in your market. Those patients that want the relationship, who know, like, and trust you.
Imagine what opportunity is within your reach if you shift from marketing to bottom-of-the-barrel patients and focus on the top end of your market.
Better dental patients:
- Represent high lifetime value to the practice.
- Tend to examine many options over time before deciding on a dentist.
- Rarely price-shop procedures or dentists.
- Choose a dentist based on the preponderance of evidence and consistency
- Exhibit long-term loyalty to the chosen dentist and the practice.
- Need to feel that their concerns are fully understood and appreciated.
- Favor cooperative/collegial relationships over authoritarian ones.
- Care more about their experiences in the practice and outcomes than about cost.
- Establish relationships based on perceived compatibility and trust.
- Actually care about those relationships.
- Will rarely, if ever, tolerate feeling criticized or judged by the practice.
- Generally favor stability over change.
- Appreciate the “little nothings” – freebies, birthday cards, comfort items, etc.
- Must feel that they’re receiving value – as they define it – for money.
If you want to keep attracting “Will my insurance pay for this?” patients, realize you do so at your own risk (and peril). That’s a slippery slope that leads in one direction only – downward.
NEWS FLASH: SUCCESS DOESN’T LIE AT THE BOTTOM OF THE HEAP
That’s what Apple did. Their marketing department created the impression that anything Apple is a premium product at a premium price. The rest, as they say, is history. And it made Steve Jobs a really, really rich a$$hole.
But you’ve got to give Jobs one thing: he was smart.
Make the Smart move if you’re a successful dentist.
Keep Moving Forward,
P.S. Apple payed the “dumb tax” stretching themselves too thin for years, nearly went bankrupt, to now recovered and grown into one of the most profitable and impactful businesses in the world. Don’t learn “the hard way” – get the shortcut to success