A First Look at Relationship Marketing

As a team we met every morning to go over our day, we met once a week for 1 hour to make sure our practice systems were functioning well, and we had a several hour monthly meeting to discuss in detail a variety of subjects. We all shared good and bad things that may have happened. As a team we tried to work on at least one bad thing and solve that problem. It might have been business or personal related. I was the team leader, but I didn't want to come off as the boss. I think of a boss as a person who makes decisions and his employees listen. I think a leader is someone who listens to his team and then makes decisions.

I had just come back (many years ago) from a Crown Council event. At that time the Crown Council (a wonderful dental organization)was in its infancy, and the group made a commitment to do something special with the community to help raise funds for children cancer research at St. Jude Hospital. The project was called "Smiles For Life" and is still ongoing after many years. The goal was offering the community a reduced fee for home whitening while donating all dollars to the charity. The whitening products were made available at no cost to the office. I initiated the idea to my team, and then I sat back while they helped make the decision to proceed and how to implement it successfully. In our first year we donated over $25,000.00. The word of mouth generated in my community was amazing. There was no social media from the internet available and no support from local media. This was a team focused on success. The response from our patients getting the word out created a buzz in our community. It also opened the door for many new patients. Imagine the effect today via social media.

An age old principle, "the more you do for others will bring so much more in return", was applied. We were doing the right thing for the right reason, and it was a win/win for everybody. This is one component of relationship marketing that is built around establishing great relationships with existing and potential patients. This was so successful because it started with a team that cared, engaging our patients for their support, and the response from our community. I had a close relationship with my team, we enhanced our relationship with our patients, and we gained high recognition with our community. None of this was done to promote ourselves; we let others endorse us. It not only created important recognition; it also enhanced our reputation. This may be more important today than ever before.

Consider the many things you can do for your community that build a solid connection. It might be a toy drive for children who might not have any for Christmas or Hanukkah; it could be a food drive at Thanksgiving for a grateful family; you could have the Bloodmobile at your office and help save a life. I bet you can think of so many more worthwhile projects that feel good and do good for the citizens in your area. Others who are givers take notice of like-minded people and are drawn to them. They make wonderful new patients in any practice. There are so many in your community that will take notice of your effort.

A key factor in really solidifying that relationship is getting your local media presenting the stories of the good you are doing. A media good-will story is a huge endorsement of your commitment to your community. The media looks for stories like this, and, properly done, they will let your community know of your deeds. All of this leads to others bragging about you. This creates trust before someone even walks in your door. And don't forget the effect it has on your existing patients.

That is what relationship marketing is all about. And I am just getting started.