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Are you giving your patients “The WOW Experience”?
When they leave your office after an adjustment are they saying to themselves, “Wow! That was probably the best experience I’ve ever had inside a doctor’s office!”… or “Wow! Every time I come to this office the experience is just fantastic and impresses the heck out of me all over again!”
Those are not only the type of feelings that create raving fans and an abundance of referrals… they also happen to be the same type of feelings expressed by most people after visiting one of the Disney Parks or Resorts.
The delivery of “The WOW Experience” is certainly something Disney has embraced and mastered. And, therefore, their definition of marketing worth heeding:
Do what you do [as a chiropractor] so well that people can’t resist telling others about you.
The days of competing successfully based solely on the delivery of quality chiropractic care are long gone. It’s no longer enough to simply deliver quality chiropractic.
Today, you must showcase the quality of the chiropractic care you deliver (tangibles), and do it with creative excellence in every other area of your practice (intangibles).
And, recognize, patients and prospective patients are comparing you, your office, your staff, etc., to more than just other chiropractors.
As Tom Connellan astutely highlights in his fantastic book Inside The Magic Kingdom –
“The ‘competition’ is literally anyone customers come in contact with that they compare you to. Your competition is anyone who raises customer expectations – because if someone else satisfies customers better than you, no matter what type of business, you suffer by comparison.”
I recommend, for those of you with thicker skulls, a re- and re-reading of that last sentence… enough times until it truly sinks in.
Patients have to be “blown away” by their entire experience inside your office… including the, seemingly, insignificant aspects of your practice and care (i.e. staff attire, office decor, patient communication, etc.). At least, they do, if you want to create any significant word of mouth, and generate any worthy stream of patient referrals.
“Every time a customer comes in contact with your company, you have an opportunity to create value. Capitalize on that opportunity and you win. Waste it and you lose. It’s as simple as that”, Connellan says in Inside The Magic Kingdom. A point well-stated.
A simple example of this principle in action is the “Chiropractic Concern Call” – a simple few minute personal phone call made to the new patient the evening after their initial adjustment.
“Hey Barbara, it’s Dr. Reginald. I’m just calling to check in on you and see how you’re feeling. Also, wanted to remind you that it’s okay to use a little cold or hot pack if you feel necessary. And, want to make sure I answered all of the questions you may have had about your new care plan with me.”
A simple 5-minute call like that can do wonders for decreasing ‘buyers remorse’, increasing patient retention, and delivering a “WOW! Experience” worthy of talking about with family and friends.
And, it’s the little things like this that cumulatively and individually lead to the delivery of a big, overall “WOW! Experience” – a necessity, today, to shine in the health care/chiropractic arena.
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Disney didn’t WOW me or my kids. We waited in line for two hours for one ride. The food was overpriced and not good. Won’t go back, my kids either. Sorry, I guess what WOWs one doesn’t always WOW everyone. And I’m surely not their target market.
Sorry to hear that Gary.
I personally enjoy the whole Disney experience.
But, I agree… the food is ridiculously over-priced.
I must be honest I was over 40 when I visited Disney for the first time, But I felt like a kid in a sweet shop. Even to this day it still holds a place in my heart,
I hope to bring that type of magic to my sales pages
Thanks for reminding me of those great days
I have been to Disney ten times in the past twelve years and I understand the Disney WOW factor. No one does it like Disney does, however, Disney has been going downhill over the past few years. The food has gotten quite expensive and they have cut back in that area. Also the lines at the park are very long and this can be problematic especially if it is very hot outside. It is always a great experience going to Disney but I don’t think I would quite run my office like Disney. I try not to raise the fee’s especially right now with the economy the way it is and I try not to have patients wait more than ten minutes in my office. I think Disney can take a lesson from me. Regards.