Remember when movie theaters were supposed to be going out of business? With the home theater revolution, ticket sales at the major cinemas started declining rapidly and many experts were predicting that before long they would be shutting their doors.

Today, the theater industry is enjoying a rebirth and they did it by appealing to people like us. I am a big movie fan and I'm one of those people who have invested significantly in a high-quality home theater system. It would take something special to get me to go back to the multiplex and that's exactly what they ended up providing.

With their premium service I can reserve the seats I want online so I don't have to stand in line when I get there and then hope to find good seats. The seats themselves are large and comfortable and recline at the push of a button. I can order a glass of wine and gourmet popcorn and even food to be delivered right to me. They have completely redefined the movie-going experience in a way that got me out of my home and back to the big screen, at least for some of the higher-profile movies I want to see. It's not cheap – about $120 when all is said and done for a movie for two – but for me, it's worth it.

I can tell that this has changed the way I think about cinemas, because a while ago there was a movie I was eager to see, but the VIP screening was sold out. I went to a regular showing and I couldn't help being distracted by the difference in the experience. No wine, no big reclining seats, I had to go get my own popcorn. I had quickly become accustomed to a new standard and it spoiled me. I didn't want to go back to the old way.

Your patients are no different. If you give them an experience unlike anything they have had before, you will change the way they come to think of dentistry. Your standard will become their new standard and point of reference. You will spoil them for anything less.

It's not difficult or expensive to achieve that new level of experience. All it takes is to consistently and diligently apply a few well-chosen strategies and have the right kind of conversations. If you haven't already, I urge to look at my e-book and my online lessons about the New Patient Experiencefor guidelines on how to reinvent yourself in the minds of your patients.


Post a Comment

Comments

Commenter's Profile Image Arnie Mirza
November 11th, 2013
Imtiaz that is interesting. Thank you.
Commenter's Profile Image Barry Polansky
November 11th, 2013
Imtiaz-- I usually agree with the vast majority of your blog posts. The analogy you use doesn't work for me. I see more differences than similarities. For me, spending $120 on a movie experience would hurt--I just don't appreciate it that much. And I am a fan of the movies (for $20---I get my money's worth). But to each his own. I guess the operative word is "appreciate." I spend my time looking for patients with a high appreciation for health, dentistry, quality. There are plenty of patients who do have that level of appreciation (that's a good thing---and I am grateful for that). Then there are those who lack the appreciation---LD used to say -- "pearls before swine." What I realize is that not everyone has a high level of appreciation for $120 movie experiences, Panerai watches or perfect dentistry. I do understand your point and agree we should make the experience top shelf -- I just disagreed with the analogy. Barry
Commenter's Profile Image Jason Tubo
November 12th, 2013
Barry - Both you and Imtiaz are making the same point, but I think you're getting caught up on the wrong details. Imtiaz says, "about $120… but for me, it's worth it" and you said, "for $20-I get my money's worth." The point here is that you have each been given a consumer experience that you value enough to spend $20 or $120 for. Why would you spend $20 to see a movie when you could spend $4 to rent it on Netflix and split the cost with fifteen of your closest friends… for a mere 25 cents apiece? Because you value (to the tune of at least $20) the opportunity to see a movie upon its release, to view it on a big screen, to hear it in surround sound, etc. It's true most of the public won't spend $120 for movie night. And some people won't spend $20 either. But I like the idea of "spoiling patients with the experience" for the same reason why you'll spend $20 on a movie instead of renting it… you perceive a difference in the experience, and you're willing to spend more for that. Maybe if Imtiaz took you along for movie night at the posh theater, you'd come out telling your friends, "For $120, you don't know what you're missing!" Honestly, it got me curious… and I'm thinking about looking up some movie tickets for the weekend. Best ~ Jason
Commenter's Profile Image Barry Polansky
November 12th, 2013
Jason _ you make a good point---I can't do the Netflix thing--I don't have that many friends. But I get your point. And yes I have tried the "posh" experience...but somehow it gor lost on me. That is maybe why the analogy didn't work for me. That said I agree with Imtiaz that we shoiuld make the experience something to talk about. That's why I like the word "appreciate."