We have an excellent new web site to show. I am proud to show off the new web site for Paris Surgical Specialists for several reasons. Not only is it an excellent HTML site that includes video set in Flash, but it is a site that flew through our creative process. Russell Boyd in Paris, Tennessee deserves some recognition for allowing us the freedom to design such a site.
When I was at the AACS meeting last week, I was met with a surprise. I knew that my blog was being read but I had no idea how much my readers were connecting with it. This blog will always have new ideas, new examples and the annoucement of new services but, through the power of blogging, I realized that a more focused blog could do even more good.
Beginning in February, I will be writing a specialized blog focusing on the single most underdeveloped area of marketing: cultivating referrals. This new blog will be a bi-weekly post outlining and analyzing what it takes to create the kind of ongoing market stimulation that is required to maximize a referral market. It will not be linked to any web site. The only way to reach it is through the emails I send you.
Over the next week, I will be developing a special invitation email list for this blog. This will be based on many factors, one of which is the interest shown by readers. This blog will begin on Tuesday, February 5. If you do not receive an email inviting you to this blog on that night and you wish to be enrolled. Just email me at donald@dogstarmedia.com.
Monday, January 28, 2008
Tuesday, January 22, 2008
The Shared Experience and Cosmetic Surgery
Having just attended the AACS 24th Annual Scientific Meeitng in Orlando, this is the perfect time to discuss a marketing concept called “The Shared Experience.” You get it at conventions, meetings like this one, sporting events, concerts/shows and other public events. In short, The Shared Experience elevates the value of an event and deepens connection you feel to it.
This ties in directly to why we think our new Post-Operative Health and Fitness DVD series will be such a great marketing tool for cosmetic surgeons that try it. The Shared Experience is built into it. More on that later.
Mark Cuban had a great blog on The Shared Experience on blogmaverick.com a few months ago. In explaining the concept, his example was a contrast of the live movie-going experience as opposed to watching a movie release on pay per view or DVD. I’ll use the Super Bowl to illustrate, since it’s right around the corner. Each year, the Super Bowl is the most watched television event. And, for hard-core football fans for me, it is one of the most frustrating football days of the season as Super Bowl parties and fair weather fans jumping on team’s bandwagons for that one day. You know what I am talking about… the people who watch one game a year in the Super Bowl just to be part of the big day. (I have noticed that many of these people are the ones complaining that there is too much football on Thanksgiving but that is another topic).
These people jump on the pile on Super Bowl Sunday to be part of the party… to be part of The Shared Experience. In itself, the experience of Super Bowl is more popular than the game itself. Over the past 20 years this has been so ingrained into our culture that some businesses give Super Bowl Monday off to employees, the television network carrying the game sets their biggest show premiere for after the game and there is a movement afoot to make Super Bowl Monday a national holiday.
The glue that holds all of this together is the fact that we all want to watch the same live events unfolding at the same time. If something happens, the world is watching and you can be part of that if you are dialed in. This is the essence of The Shared Experience.
Broadcast media and the tools that bring it to us created a quantum jump in the potential of The Shared Experience. In the old days, and I mean the real old days, you used to have to be there. Once The Shared Experience could be broadcast, radio and then television brought us the world. Look at The Shared Experience of the OJ Simpson Bronco chase. Don’t you feel like you had a ringside seat for that if you watched it? Surely the compelling action did not lock you in that June night. You had to see what happened… along with everyone else.
In a The Shared Experience, everything seems bigger, better and more accessible. The part that relates to our DVDs is the “more accessible” part.
Now, with our customized DVDs, your patients can make a referral in a Shared Experience with friends. Pretty much everyone abides by the “Birds of a Feather” factor of referrals. (One of the reasons why referrals happen in the first place is that people with like interests tend to hang out together.) So throw our Post-Surgical Health and Fitness DVD into the mix and give them an experience to share related to one of your surgeries.
Now, you can leverage the power of The Shared Experience between your patient and the friend they choose to show the DVD. The program offers all kinds of details on recovering from and maximizing the benefits of the surgery. It is an easy way to let interested friends into the experience. The viewing is The Shared Experience. The packaging is the referral mechanism.
Our goal for this DVD series (from a marketing perspective for the doctor) is to create an easier-to-refer atmosphere. All you need to do it put your face on it and get them into the hands of your patients in order to make the power of The Shared Experience work for your practice.
We are extending the price special of $20/DVD that was offered at the meeting. Now is the time to take advantage of this new marketing tool.
This ties in directly to why we think our new Post-Operative Health and Fitness DVD series will be such a great marketing tool for cosmetic surgeons that try it. The Shared Experience is built into it. More on that later.
Mark Cuban had a great blog on The Shared Experience on blogmaverick.com a few months ago. In explaining the concept, his example was a contrast of the live movie-going experience as opposed to watching a movie release on pay per view or DVD. I’ll use the Super Bowl to illustrate, since it’s right around the corner. Each year, the Super Bowl is the most watched television event. And, for hard-core football fans for me, it is one of the most frustrating football days of the season as Super Bowl parties and fair weather fans jumping on team’s bandwagons for that one day. You know what I am talking about… the people who watch one game a year in the Super Bowl just to be part of the big day. (I have noticed that many of these people are the ones complaining that there is too much football on Thanksgiving but that is another topic).
These people jump on the pile on Super Bowl Sunday to be part of the party… to be part of The Shared Experience. In itself, the experience of Super Bowl is more popular than the game itself. Over the past 20 years this has been so ingrained into our culture that some businesses give Super Bowl Monday off to employees, the television network carrying the game sets their biggest show premiere for after the game and there is a movement afoot to make Super Bowl Monday a national holiday.
The glue that holds all of this together is the fact that we all want to watch the same live events unfolding at the same time. If something happens, the world is watching and you can be part of that if you are dialed in. This is the essence of The Shared Experience.
Broadcast media and the tools that bring it to us created a quantum jump in the potential of The Shared Experience. In the old days, and I mean the real old days, you used to have to be there. Once The Shared Experience could be broadcast, radio and then television brought us the world. Look at The Shared Experience of the OJ Simpson Bronco chase. Don’t you feel like you had a ringside seat for that if you watched it? Surely the compelling action did not lock you in that June night. You had to see what happened… along with everyone else.
In a The Shared Experience, everything seems bigger, better and more accessible. The part that relates to our DVDs is the “more accessible” part.
Now, with our customized DVDs, your patients can make a referral in a Shared Experience with friends. Pretty much everyone abides by the “Birds of a Feather” factor of referrals. (One of the reasons why referrals happen in the first place is that people with like interests tend to hang out together.) So throw our Post-Surgical Health and Fitness DVD into the mix and give them an experience to share related to one of your surgeries.
Now, you can leverage the power of The Shared Experience between your patient and the friend they choose to show the DVD. The program offers all kinds of details on recovering from and maximizing the benefits of the surgery. It is an easy way to let interested friends into the experience. The viewing is The Shared Experience. The packaging is the referral mechanism.
Our goal for this DVD series (from a marketing perspective for the doctor) is to create an easier-to-refer atmosphere. All you need to do it put your face on it and get them into the hands of your patients in order to make the power of The Shared Experience work for your practice.
We are extending the price special of $20/DVD that was offered at the meeting. Now is the time to take advantage of this new marketing tool.
Tuesday, January 8, 2008
2008 starts with a BIG BANG from Dog Star
I hope everyone had some happy holidays and that you are all ready for a big year.
Let's get right to it; we have some big announcements for January. First of all, we will be making some new releases next week at The
American Academy of Cosmetic Surgery 24th Annual Scientific Meeting in Orlando. This will include some special price incentive offers on our most creative services. Since not all of our blog subscribers are AACS members and many are cosmetic dentists, I am going to extend the special offers to all of you in the form of web coupons.
At the AACS meeting, we will be offering some price specials on web site design. Each Dog Star Media team member in attendance will have a few special price offers to use, so make sure to ask for the discount. Most will be for a Special Price on Flash or Flash Video web sites. I will just tell you now that you can save $1500 with one of these coupons. So, anyone who wants that same break can get it now with the coupon above. The first three that reply with a downloaded version of the coupon in their email get the special price.
And, for the meeting, we are re-instituting the Introductory Pre-Sale Price for The Cosmetic Channel™ Subscription Webcasts to celebrate the debut of the full web site for TheCosmeticChannel.com. This new web site introduces you to all the new products and features at The Cosmetic Channel™. Our goal with the The Cosmetic Channel™ is to create an online environment where prospective patients can meet cosmetic dentists and surgeons while learning more about cosmetic procedures. Many of you are subscribed to the monthly video webcasts branded The Cosmetic Channel™, now it is time for you to start working the message board community. And, for cosmetic surgeons, use the amazing new Post-Operative Health & Fitness DVD Series that is designed to help patients recover from specific surgeries. Oh, and by the way, we have a way to turn it into the best referral tool you have.
So, celebrate with us and take me up on this renewed offer at $240/month to put fresh, new video each month from The Cosmetic Channel™ on your web site. You can sample the videos next week when we go live with the new web site.
Finally, we will be debuting both Cosmetic Breast Surgery and a Healthy Lifestyle and
Liposuction and a Healthy Lifestyle DVDs at the AACS meeting. We will be offering special prices that also guarantee one, low price for a lifetime for practices that make their first DVD orders at or before the AACS meeting. So, if you are not going to Orlando for the meeting, contact me at donald@dogstarmedia.com to discuss the DVD series and sign up soon. We are planning for the special to end with the conference.
Oh, and we decided to adjusted the price to make it easier for you to resell the DVDs to patients (just like a compression garment). The DVD is normally priced at $24.00. Anyone ordering before or at the AACS meeting will be guaranteed the price of $20/unit for a
lifetime. DVDs are sold in packages of 10, so your first purchase of
$200 on or before the meeting guarantees the $20 price
($200 package price) for as long as you like.
In addition, you can opt to customize your DVD. A customization package tastefully adds your photo, phone, web site, address, philosophy and quotation to the outer packaging and print it on the silkscreen design of the actual DVD. The cost for
customization is a one-time fee of $1600. Once you have customized your DVDs, you are guaranteed the all-time low cost of $20/DVD and $200/10-pack. Suggested retail to patients is $30.
We believe that a post-surgical health & fitness DVD has a chance to be your marketing “silver bullet” when it comes to affecting and improving your ability to generate referrals. With this customized DVD in the homes of your patients, so many prime networking and promotion strategies are tied into it, we believe the DVDs are well worth the attempt, especially at such a low price.
There is one, final benefit to customizing your DVD. TheCosmeticChannel.com will feature a message board community that we want our clients to use to their advantage. We will be marketing The Cosmetic Channel™ on search engines and in a very sophisticated online marketing strategy. Our clients are invited to meet prospects, answer questions and promote their practices (within our reasonable rules) on the message board community. However, clients that order customized DVDs, will be invited to become moderators on specific Topics of Discussion (such as Questions about Breast Surgery).
Wow! There is a lot coming from Dog Star Media and The Cosmetic Channel™ this year. And, this is just the beginning. Just look around on the Internet. On the pages you check daily, are you seeing more video? I am. And, this is the year you should be making moves to maximize the power of video for your practice, both online and in the patients’ home.
I invite you to download the coupons and take advantage of the special offers.
Let's get right to it; we have some big announcements for January. First of all, we will be making some new releases next week at The
American Academy of Cosmetic Surgery 24th Annual Scientific Meeting in Orlando. This will include some special price incentive offers on our most creative services. Since not all of our blog subscribers are AACS members and many are cosmetic dentists, I am going to extend the special offers to all of you in the form of web coupons.
At the AACS meeting, we will be offering some price specials on web site design. Each Dog Star Media team member in attendance will have a few special price offers to use, so make sure to ask for the discount. Most will be for a Special Price on Flash or Flash Video web sites. I will just tell you now that you can save $1500 with one of these coupons. So, anyone who wants that same break can get it now with the coupon above. The first three that reply with a downloaded version of the coupon in their email get the special price.
And, for the meeting, we are re-instituting the Introductory Pre-Sale Price for The Cosmetic Channel™ Subscription Webcasts to celebrate the debut of the full web site for TheCosmeticChannel.com. This new web site introduces you to all the new products and features at The Cosmetic Channel™. Our goal with the The Cosmetic Channel™ is to create an online environment where prospective patients can meet cosmetic dentists and surgeons while learning more about cosmetic procedures. Many of you are subscribed to the monthly video webcasts branded The Cosmetic Channel™, now it is time for you to start working the message board community. And, for cosmetic surgeons, use the amazing new Post-Operative Health & Fitness DVD Series that is designed to help patients recover from specific surgeries. Oh, and by the way, we have a way to turn it into the best referral tool you have.So, celebrate with us and take me up on this renewed offer at $240/month to put fresh, new video each month from The Cosmetic Channel™ on your web site. You can sample the videos next week when we go live with the new web site.
Finally, we will be debuting both Cosmetic Breast Surgery and a Healthy Lifestyle and
Liposuction and a Healthy Lifestyle DVDs at the AACS meeting. We will be offering special prices that also guarantee one, low price for a lifetime for practices that make their first DVD orders at or before the AACS meeting. So, if you are not going to Orlando for the meeting, contact me at donald@dogstarmedia.com to discuss the DVD series and sign up soon. We are planning for the special to end with the conference.Oh, and we decided to adjusted the price to make it easier for you to resell the DVDs to patients (just like a compression garment). The DVD is normally priced at $24.00. Anyone ordering before or at the AACS meeting will be guaranteed the price of $20/unit for a
lifetime. DVDs are sold in packages of 10, so your first purchase of $200 on or before the meeting guarantees the $20 price
($200 package price) for as long as you like.
In addition, you can opt to customize your DVD. A customization package tastefully adds your photo, phone, web site, address, philosophy and quotation to the outer packaging and print it on the silkscreen design of the actual DVD. The cost for
customization is a one-time fee of $1600. Once you have customized your DVDs, you are guaranteed the all-time low cost of $20/DVD and $200/10-pack. Suggested retail to patients is $30.
We believe that a post-surgical health & fitness DVD has a chance to be your marketing “silver bullet” when it comes to affecting and improving your ability to generate referrals. With this customized DVD in the homes of your patients, so many prime networking and promotion strategies are tied into it, we believe the DVDs are well worth the attempt, especially at such a low price.
There is one, final benefit to customizing your DVD. TheCosmeticChannel.com will feature a message board community that we want our clients to use to their advantage. We will be marketing The Cosmetic Channel™ on search engines and in a very sophisticated online marketing strategy. Our clients are invited to meet prospects, answer questions and promote their practices (within our reasonable rules) on the message board community. However, clients that order customized DVDs, will be invited to become moderators on specific Topics of Discussion (such as Questions about Breast Surgery).
Wow! There is a lot coming from Dog Star Media and The Cosmetic Channel™ this year. And, this is just the beginning. Just look around on the Internet. On the pages you check daily, are you seeing more video? I am. And, this is the year you should be making moves to maximize the power of video for your practice, both online and in the patients’ home.
I invite you to download the coupons and take advantage of the special offers.
Subscribe to:
Posts (Atom)