Can You Give a STAR Performance?
On Broadway, every time an actor or actress goes on stage they have to give the performance of their lives. There are no do overs; no mulligans; no ‘oops, let’s try that again’. Every line, every step, every action is perfectly choreographed, styled, and created for the optimal experience for the show goer. And at $200 per ticket, it better be!!
$200 per ticket, that’s outrageous!! It is? Isn’t that pretty close to your doctor’s average client transaction? Why is $200 outrageous for a 2 hour Broadway show but not for a 20 minute office call? When is the last time YOU and YOUR team put on a show that was entertaining, enjoyable, memorable and gave great value to your client? Do you do this each and every time? Without fail? Or only for specific clients?
Delivering a Broadway like performance takes a lot of work, commitment, dedication and the right team and leaders. You have to know what the final ‘play’ will look like, who will play what roles, who will set the stage for success, and finally what gets a standing ovation. Think of this as your ultimate marketing experience. Why? A truly successful Broadway show doesn’t have to do any marketing and sells out months in advance. The first few performances DO require some marketing and getting an audience to have the ‘experience’. However, once the audience sees the show, the word spreads like the flu-virus.
In the old thought processes, marketing was limited to a series of specific things you did to get the front door to swing. In the 21st Century, everything you do is marketing. Every touch point or moment of truth has an influence on the ultimate decision making of the client. From the appearance of the practice to the way the phone is answered; from the eye contact when a client walks in to the odor in the lobby; from the body language of the exam room technician to the caring compassionate demeanor of the doctor; everything you do sends a message. And marketing is all about messaging.
Use your client experience as a marketing tool. Create an environment and interaction and showcase for each client visit. Think that each visit could be the difference of being open another day or closing right now. Give a STAR performance.
A Something They’ll Always Remember performance. Accept the standing ovation and do it all over again. Each time, every time, consistently, without question!!
About Dr. Peter Weinstein: Dr. Weinstein attended Cornell University undergraduate and the University of Illinois to receive his DVM. After graduation, he worked as an associate for three years before opening his practice.
While running his practice he identified the need for business acumen to make his practice successful. While managing and practicing full time, he attended University of Redlands to receive his MBA.
Politically, he served as President of the Southern California Veterinary Medical Association and the California Veterinary Medical Association and is a Past-President for VetPartners, the national consultants association. Additionally, he acted as Medical Director overseeing the Claims Department for Veterinary Pet Insurance.
Dr. Weinstein provides small business and corporate consulting via his company, PAW Consulting.
In 2007, with Dr. Steven Kornfeld, Dr. Weinstein created Veterinary Success Services to provide coaching and consulting services that are accessible from the comfort of your home or officee. www.veterinarysuccessservices.com
Presently, Dr. Weinstein is the Executive Director for the Southern California Veterinary Medical Association.
Dr. Weinstein has spoken and written extensively on practice management, team building, leadership, collegiality, marketing, and other topics focused on making the veterinary profession better for all those affiliated with it.