I was talking to a friend the other day and was surprised when she told me her daughter had just requested her first orthodontist appointment. What? Yup, she actually asked if she could go to the orthodontist! Not because she is embarrassed of her teeth or smile, but because she wanted to go to the place all her friends talk about at school.
So she wants to go to the orthodontist? I remember my friends complaining CONSTANTLY about going (hence, I wasn’t very eager to go). But, as I got more info, it seems that this particular orthodontist has done a little “rebranding!”. Get a load of this:
Spillane & Reynolds Orthodontic in Novi, MI is following suit (with many other Orthodontists), and taking a more unconventional approach in their marketing – truly focusing their efforts on the “tweens” vs. the parents. Like many practices, they offer incentives for patients to take good care of their teeth and braces. (Great Promotion opportunity, oral care products!) Patients are rewarded Spillane & Reynold’s Bucks for doing their part during treatment and can earn their bucks at every appointment. Patients can then trade in their bucks for prizes, games or gift certificates including iPods, Wii gaming systems, and much more.
This particular practice, however, takes their tween marketing efforts even further. They have numerous “Patient Appreciation” events during the year where every patient, even if you’ve only been in for a consult, can bring a friend and enjoy free food and activities on the practice. Events range from skating parties to a private viewing of Harry Potter and the Deathly Hallows a day before the movie hit theaters. They are active on Facebook and host contests where winners are rewarded with big-ticket prizes, like free Detroit Red Wings tickets. They even have a section of their website that hosts video games for patients to play.
Not only do they actually get tweens to want to get braces and take good care of their teeth, they get kids talking about their practice and events at school, encouraging their friends to tell their parents so they can go too.
Parents no longer have to harp on their kids to get them to take good care of their teeth nor do they have to fight with them every time they have an appointment. What’s even better – the practice is directly across the street from the local high school and only 3 blocks down from the middle school. It doesn’t get more convenient then that!
Even though the practice is a little more expensive, the enthusiasm her daughter has to get her braces and the convenience sold my friend – her daughter is set to get her braces on April 31. Looks to me like this practice knows who their target market is… and how to connect with them for the good of all! THAT is keeping your customer in mind. THAT is excellent target marketing.