I want to share a special lesson that I learned in physical therapy marketing.
I was in Hotel del Coronado few weeks ago. It is one of the most expensive hotels in San Diego. I noticed that it is a nice hotel, it got a lot of old stores is you like old furniture, if you like something that has antique feel to it. It’s kind of nice but I also stayed in the Hyatt the week before that and I notice that the Hyatt was much more sophisticated. It was much more modern and in many ways, I felt that the staff was much more polite, much more courteous, but despite that the Hotel del Coronado was priced twice as much as the Hyatt and they will completely sold out and in fact they were sold out in the next 2 nights.
It got me thinking, what does it take to make your practice and your patients schedule full? Is it the:
- Location? (Hotel del Coronado is in a beautiful location)
- VIP experience that people sort of feel and that they expect when they come to your practice?
When I analyze what hotel del Coronado is doing, not only that they are in the right location, but the overall expectation of someone who’s staying in the del Coronado is more of a prestige thing; it is more of a status thing.
I thought that was fascinating. What you need do is you need to ask yourself:
- That’s exactly what will set you apart.
- That’s exactly will allow you to charge cash for your services if you want to.
- That’s exactly what will help you create a waiting list of patients as opposed to throwing some stuff against the wall and constantly looking for patients.
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