Rather than using newsletters and hospital notices to talk about your quality medical care and your friendliness, why not tell some of your stories? We humans are hard-wired to respond to stories: think of the wonderful stories in the Old Testament––Jonah and Whale, the walls of Jericho, and, of course, Noah and the great flood.
Stories are particularly useful in reaching women because women shop with their imagination. They run scenarios of how products and services will fit into their lives and how they'll interact with them. Marketing expert Tom Peters writes: "Men want the headlines, the top line points," but women "require immersion in the whole experience of that product. She needs a real sense of context."
Client stories that come to mind are the x-ray of the parrot that swallowed a beaded light chain, the dog with blocked bowel that had swallowed the female owner's panties, dogs that escaped the kennel yard and was later found at home. Dig out the old stories and share them with your clients. It's a great way to tell the bigger stories of your hospital's philosophy and skills.
We had a small dog that was obstructed with a condom! The owners, about 60 years old, could not fathom from where it came. I think this one may be too graphic for a newsletter.
ReplyDeleteI will prod our vets for more good stories.