Lady Gaga is one of the world’s most recognizable entertainers. In the span of less than a decade, she has become a household name, conquering the worlds of music, fashion and celebrity culture.
Since the release of her debut album The Fame in 2008, she has sold 146 million singles and 27 million albums, appeared on The Simpsons, had a recurring role on the cult TV show American Horror Story, made an album of duets with Tony Bennett, released a perfume, and is scheduled to perform at the 2017 Super Bowl halftime show.
Is there anything a dentist can learn from the woman who once wore a dress made out of meat to an awards show? You bet.
Here are three marketing lessons learned from Lady Gaga that will help you grow your practice:
1) Don’t Settle for What Everyone Else is Doing
Lady Gaga made a name for herself not by copying what others were singing but by creating her own unique blend of pop, dance and rock music.
To stand out in a crowded, competitive field, you have to look for ways to continually WOW patients. You can’t settle for just good customer service, because good isn’t good enough anymore. When you and your team amaze patients with extraordinary customer service, they’ll tell their friends and family about the experience, leading to an increase in referrals and new patients.
2) Brand Your Practice and Sharpen Your Image
What makes your practice different? Do you offer specialized services or a wider range of treatments than other practices? Are you a boutique cosmetic practice? Is your office the only one in the area that treats both children and adults?
What you don’t want to be is a bland generic practice. You don’t have to be outrageous like Lady Gaga, but you do want to be known for something. If you’re not sure what your brand is, make a list of all your practice’s attributes, including any special training or skills that you have. This exercise will help you zero in on your competitive advantages. Also, take a look at the competition––how would you describe those offices? What are they doing well and what not so well? Your answers should reveal additional opportunities for effectively branding your practice and positioning it against competing offices.
3) Inspire Your Fans (Patients)
As of this writing, Lady Gaga is the seventh most popular person on Twitter with 64.6 million followers. Ten years ago, she was a singer in a local band; now, she’s a worldwide media phenomenon. Talent and drive are important to her success, but so is her ability to engage with her fans––in person and online. She often responds directly to fan tweets, which wins her even more followers.
Let me get something out of the way… you’re never going to have a million Twitter followers. That’s OK, neither will I. But you can grow your social media audience by…
- Fully engaging with your patients (and others) when they’re in your office and online
- Sharing fun stuff happening in the practice, such as contests and patient appreciation events
- Making it personal––let patients see your “non-dental” side by posting occasional pictures of your pets, your hobbies and your activities
- Responding promptly to comments, reviews and suggestions
Lady Gaga has seized on opportunities––both traditional and digital––to grow her audience. In a crowded music field, she has found a way to stand out. She has a unique, recognizable brand identity and she continually engages her fans, directly and indirectly. All of which are good lessons for dentists to follow.
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