Episode #15: Learning From the Mouse – What the Walt Disney Company Can Teach Us About Marketing a Hearing buy priligy online Practice
Apr 01, 2013
Episode #15: Learning From the Mouse – What the Walt Disney Company Can Teach Us About Marketing a Hearing Practice
This a long episode, but hey – it’s a special one. buy clomid online In honor of AAA being in Anaheim this year, I decided to share some thoughts about how we can apply Disney’s marketing strategies to our practices.
1. Differentiate to Avoid Competing on Price – Disney is expensive, but people pay what they ask anyway. They’ve created their own market. How much is a Nestle Drumstick worth? 60 cents. But a Nestle Mickey Mouse ice cream sandwich is worth $4. How do they do that?
2. Provide an Experience, Not a Product – Do your guests feel welcome? When you walk into Disney it just feels like an escape. From the nostalgic Main Street to the majestic Cinderella Castle, and even down to the trash removal, everything is done with the experience of the visitor in mind. For a private practice it doesn’t have to take special skills or extra money, just a little bit of effort and desire to enhance the customer experience.
3. Pay Attention to the Details – Backstage at Disney World they spend years growing topiary plants for their parks the hard way – rather than always resorting to the easier, cheaper way. It makes a difference. The birds in the Tiki Room actually appear to be breathing too. This is all due to Walt Disney’s attention to detail. It may seem insignificant but the differences like the paper you print your documents on, and the pens you use in private practice, can have a big impact on how a patient perceives your office.
4. Create a Company Culture Where Everyone Knows Their Role – Employees at Disney parks aren’t called employees, they’re called cast members. They are trained to present a persona to patrons that is upbeat and personable. In some cultures it is impolite to point with one finger, so cast members are required to use two fingers or their entire hand. Backstage they are more relaxed, but they take extreme pride in their role as a cast member in the park. What is the culture like in your practice?
5. Test and Track Everything – Disney uses a lot of tracking of customer feedback to enhance sales. For instance, they have cast members at the gates asking you to rate details of your experience in the park. Testing and tracking over time produces better results when marketing. Not testing and tracking, results in wasted time, money, and effort.
6. Always Innovate – Ask yourself if there is a better way to be doing things? Fast Passes were a huge innovation at Disney because people standing in long lines for rides would become unhappy and frustrated. They also couldn’t spend money while in line, which was bad for business. The creation of the Fast Passes allowed people to reserve their place in line while they continued to shop and eat, etc. Walt Disney was known for always improving things and never accepting that anything was impossible. Innovations not only make things possible, but improve the daily functions of any business.
Gyl Kasewurm and I will be presenting a half-day learning lab on Wednesday afternoon. You can checkout the info here:
(It looks like the direct link is broken, but you can find the details by searching at the page below.)
See ya in Anaheim!