The idea that everyone in a business is a marketer, regardless of whether it is in a job title or description, is hardly new. But, I believe it is a mindset that we should remind ourselves to have and look for ways to go from lip service to practice. I was reminded of this adage when I heard a story on NPR about Texas Health Harris Methodist Hospital Hurst-Euless-Bedford holding a “speed dating” event. The purpose was to allow people searching for a physician to meet informally with a prospective health care provider. This type of event puts doctors in the position of selling themselves. Correction, they are always in a position of selling themselves. Any service provider is engaged in marketing when they come in contact with customers. The difference with the speed dating event is that physicians are expected to sell themselves before having the opportunity to dispense their professional services with patients.
Another great feature of this event was its use of an innovative promotion channel to reach prospective customers. Hospitals and physicians benefit from branding and should have a strategy for marketing, but the approach often taken is using mass media advertising. This face-to-face event was promoted via Facebook, Twitter, and e-mail, and the total cost was about $600. The opportunity for customers and prospects to experience your brand face-to-face is one of the most powerful branding tools a business can use. Well done Texas Health… although your brand name is a mouthful!
Remember, marketing is everyone’s job. Are you doing your job today?