Issue link: https://viewer.e-digitaledition.com/i/712302
I DON'T KNOW a lot about f ireworks, but I do know which ones catch my attention and keep me engaged in the show. I a lso have a pret t y good idea about the ones that a re fun for about a split second a nd then they a re done. Ta ke the spa rk ler, for insta nce. It 's a n excellent choice for beg inners. They a re bright a nd sa fe but they f izzle out quick ly. They don't leave much of a lasting impression. Then you have the black cats. Those a re cool. They a re full of sound a nd even ma ke a rea lly loud BOOM. But then they 're done. Now the bottle rockets — these a re specia l. They ta ke of f ! They f ly out! A nd then they f la me out . Oh well. If you rea lly wa nt to put on a show, you'll need to ta ke a step up a nd go for the Roma n ca ndles. These bad boys will light up the night. They will catch and reta in ever yone's attention throughout the show. A nd if you launch them frequently enough and long enough, you'll even ma ke a lasting impression on your audience. You could be a Master of Fireworksolog y! Now thin k about your ma rketing prog ra m for your practice. W hat k i nd of " f i rework s show " a re you put- ting on? Do you ta ke g if t ba skets a round to a l l of your referra l sources during the holidays in hopes that they w i l l continue suppor ting your practice the following yea r? That is a ver y nice gesture — a f ter a ll, who doesn't like receiv ing a g if t ba sket? But that 's kind of like the spa rk lers of the f ireworks show. They a re fun a nd sa fe, but they don't ma ke a lasting impression. Do you have someone in your off ice assig ned to market your practice whenever they can? If so, good job! Your show is getting better. However, it might get the sa me results that the black cats a nd bottle rockets would get if they were the only f ireworks being used in a show. You might get a quick surge in referra ls from the BOOM that your sta ff member's sudden visit generated, but if he or she isn't going back consistent ly a nd f requent ly enoug h, your audience will get bored. They will get distracted bet ween t he pops a nd bursts. That mea ns t hey aren't thinking about you enough. That means they a ren't consistently sending you patients. Now ... do you have a ma rketing rep desig nated to ma rket your practice w ith the right deliver y? A re they delivering the right message to the right audience? A re they visiting your ta rget audience frequently enough to retain their attention between each exciting explosion? If you do, then you have a ma rketing prog ra m that will light up your medica l practice a nd create a lasting impression. You have armed yourself well. Let the show beg in! If you a re st i l l t i n ker i n g w it h spa rk lers a nd bottle rockets but desire to ta ke your show to the nex t level, you ca n outsource your show to us. We have just the a r tiller y you need! You can reach Kristy Parker at 512- 699 - 0114 or at kparker@lexiconmedical .com . ■ That Will Light Up Your Practice IT'S SUMMERTIME IN TE X AS, AND THAT MAKES ME THINK OF THREE THINGS: SWIMMING POOLS, WATERMELON AND FIRE WORKS! BY KRISTY PARKER Put On a Show 1 5 M D N E W S .C O M /// M D N E W S S A N A N T O N I O ■ 2 016 1 5 M A R K E T I N G 1 5