“He can’t score 40 points and still lose the game,” I said watching the Pacers celebrate their pivotal win. “They won’t get very far with that.”
Lebron knew it too. How can one man put an entire team on his back, play at the highest level of his entire career, break scoring records nearly every game and still lose? It was a look that said, “I can play the greatest basketball of my life, and we still can’t win.” He was frustrated and exhausted.
While nearly everyone in Ohio is sad to see the King go, it makes sense for multiple reasons and perhaps we can learn a few lessons about branding along the way.
So let me start by saying that this article was difficult to write. Probably the toughest in the last few years. I’ve taken five good attempts at it over five different days now and even with that, it’s FAR from perfect.
This is supposed to be an article about living with intention. Something that I value highly. When it came down to writing about it, however, the exact “formula” for that plan was difficult to define. I kept asking questions like, “What does it mean to live with intention?” and “How do I live with intention?” I would jot down notes with key points and then look back on them later and realize that it wasn’t making much sense. It always seemed to dive deep into psychology and lacked the practicality I was hoping for.
So if this wanders or seems confusing from time to time, I know. I apologize. Stick with it to the end because maybe there’s one key takeaway from it that will help you along your journey.
These days, video is everywhere and it seems like everyone is using it. In the last few years, YouTube has lost more and more of its attention as social media platforms add native video content for their users. Any new app or social network release has video at the forefront (think Musical.ly and Twitch for gaming).
We’re all used to seeing video from friends and family on social media, but what about a dental practice. Can you use video to help you grow?
When it comes to dentistry, I believe the personal brand space is wide open. Some speakers and consultants have done an okay job in the past, but it’s nothing like what we’re about to see. I think the next ten years [in dentistry] are up for grabs. Those who create the most and spend the most will create the biggest personal brands.
As a business owner and influencer in the dental industry, I write a monthly article centered around marketing and helping dentists grow their practices. So is this off topic for me? What’s the point of this article? Good questions.
Attention is a complex topic in 2018, right? Imagine a room with a thousand televisions each showing something different. Now try to concentrate on just one TV without getting distracted. That’s probably a good way to start this discussion.
So… let’s be honest, the end of the year is a time to wind down and forget about work. The Holiday Season is upon us which means Christmas parties, squeezing in last minute appointments and finding some time off to enjoy family and loved ones. I get it. You should totally do that. However, it also means that 2018 is right around the corner and ideally it’s the best time to start thinking through goals, strategies and plans for your practice… before going into shut down mode while the numbers are still fresh in your head.
I began speaking at CE events on marketing. I began consulting clients and helping dental practices put together marketing plans. The conversations would go something like this:
Me: “If I were you, this is what I would do next year for marketing.”
Client: “This is great. Who can do this?”
Me: “Well… there’s Company X, Company Y and Company Z.” (insert the top three, most well known dental marketing companies here)
However, the end result was always the same. The process always took longer, cost more and the creative result wasn’t good. That’s when I realized that the dental marketing industry sucked.
Years ago, I began consulting with dentists to create confident marketing plans and more often than not, that involved a new website. The first few years, I would refer them to all the main players in the space (I won’t mention names), but in every instance I was disappointed in two things: (1) The Process — it was so difficult and took so long to actually get the site live and often it involved the doctor, their team or me doing most of the writing. (2) The Final Product — I’ve never had one experience where the site went live and the doctor said, “Oh my goodness, I love this site! It represents my practice 100%!”
It. Never. Happened.
I’ve spent a good chunk of this year listening to hundreds of real calls to real dental practices. From what I’ve tracked this year, out of every one hundred marketing-driven phone calls, 62 were answered and 26 were scheduled.
Turning strangers into friends is definitely not an easy process, but what if we didn’t quite take it that far at first? What if we only had to turn strangers into first dates?
"Swipe right and let's see where it goes!"
ONE to ONE dentistry isn’t anything new, but in the context of corporate, regionalized healthcare systems, it sure can stand out. At the end of the day, it’s treating humans with dignity. It’s treating people the way we want to be treated. It’s starting off slow so that we can move fast later. It’s the hard work of building a foundation, so when you need to ask for trust, the patient doesn’t hesitate. That’s ONE to ONE dentistry.
I think it’s safe to say that most people now understand the main pieces of the Facebook platform: posting, liking, sharing and ads. Unfortunately for those who seem to be out of breath trying to keep up, this is only the start. Get ready to go a few more miles because the world of Facebook is about to get a lot more complicated.