This week’s blog is the last of a discussion around the marketing of Apple Computers and what is has to do with the marketing of chiropractic.
The conversation is based around an interview some 15 years ago with Apple’s product marketing vice president Phil Schiller, which was published in the “Australian” on 19th January 1999. I have drawn certain points and parallels to the chiropractic story and have highlighted the quoted conversation in Italics.
Why do you think Apple users are so committed?
“That’s one of the best things that Apple has going for it – its loyal customer base.
I think those customers stick with Apple primarily for what Apple stands for. That matters a lot to many of our customers.
We’re lucky they stuck with us. That’s one of the best things we are doing, to be able to come back and say; “Thank you for sticking with us, we’re the company you want us to be again.”
Likewise, with your practice and our profession, people stick with chiropractic primarily for what chiropractic stands for. People don’t rally around a small idea but a big one does inspire them. Chiropractic is one of the biggest ideas I know and it does matter a lot to many of our customers when they get it.
Realize that it is the practice members who have stood behind you and your profession throughout its history. All too often it is they who have gone to bat for you when things have been shaky. They have been the ones who have influenced political circles often when you have been quite on matters, which count.
Honor your loyal customers every single day. They are gold. Support them with extraordinary care and service. Thank people regularly for their custom and their faith and allegiance to you and chiropractic.
Especially thank those who haven’t quite got the big picture of what you have to offer yet. Those on the ‘edge’ will be moved by a chiropractor with a grateful heart.
Chiropractic can naturally become a household word, one grateful practice member at a time.
