“Geez, you’re part of the problem!”
I told Susan I wrote the following essay to send you today, and that 👆 was her immediate gut response to me. Apparently I’m promoting Taylor Swift’s dating rumors, which are none of our business and why should we care anyway?
Well COLOR ME GUILTY. Because you can learn from this for your practice, so let’s get into it…
—
CONFESSION: I’m borderline fascinated by this Taylor Swift + Travis Kelce romance.
In case you are living under a rock (or just have better things to do than follow football and pop culture – props to you if so):
The #1 entertainment artist on the planet, Taylor Swift, is dating one of the best Tight Ends on one of the best teams in the NFL (the Kansas City Chiefs) – a guy named Travis Kelce.
I mean, the rumor is they’re dating. I haven’t talked to either of them to verify. ¯\_(ツ)_/¯
I’m not a big fan of the celebrity gossip stuff. I don’t keep up with the Kardashians (though to be fair I occasionally peek in on my favorite drummer, Travis Barker, who is now married to one of the reality TV queens).
But there’s something more happening with this football-popstar relationship, and it directly relates to your practice growth opportunities (so keep reading)…
—
Hundreds of millions of people watch the NFL every season. It’s not exactly a struggling enterprise.
And Taylors new beau, Travis, is one of the most popular players on one of the most popular teams.
AND Taylor Swift is now worth over half a billion dollars following her sold-out ERAS World Tour, the hottest concert ticket of the summer.
So what I’m saying is all parties involved are doing pretty dang good for themselves.
But even so, what happens when you send the world’s biggest pop-star to watch one of the nation’s most popular teams that plays in its #1 most popular sport?
The numbers speak for themselves.
The simple fact that Taylor Swift attended the Chiefs – Jets game on Sunday resulted in:
- 27 million viewers, making it the most-watched Sunday show since the last Super Bowl
- An additional 2 million female viewers
- Approx 30% increase in age 18+ female viewership
(More stats in the article here)
This is fascinating because those are big numbers. People who wouldn’t spend a dollar on anything football related are buying Travis Kelce jerseys. They’re tuning into games.
BUT WHY? To get a glimpse of T-Swift’s reactions? One would assume so, since the cameras cut to her on average once every 10 minutes during the game last Sunday.
Regardless of why, the big point is: even if you’re highly branded in your market, super successful and busy as all get out..
MOST people still don’t know who you are and/or don’t have any current interest in you.
Which means there’s still a TON of opportunity out there for you. How do you get in front of it? One way to do that is via collaborations like what we’re seeing with Taylor Swift and Travis Kelce.
Now, there are plenty of internet rumors that this whole “situationship” is a PR stunt by the NFL to increase viewership. Maybe it is, maybe it’s not. But one thing’s for certain – The NFL is taking FULL advantage of it.
You can find clips all over the internet of players from across the league (not just Kelce’s locker mates) being asked what they think about the Travis / Taylor relationship. There was even a “Swiftie” video intro to the game on Sunday, hosted by Carson Daly. So kudos to the NFL for being on top of this and leveraging it for all its worth. Brilliant move.
Back to you. How can you apply this concept to your growth?
—
We’re talking about collaborations with somewhat complimentary businesses to your practice.
Who could you collaborate with?
- Obviously many who are reading this already collaborate with their local optometrists to get (and give… You send patients too, right?) patient referrals. That’s an easy one.
- Plastic surgeon – ex. they’re doing mommy makeovers. Mommy deserves clear vision too. Include yourself in that offer. Provide an offer for complimentary BOTOX in your post-op packet for RLE (reading vision is fixed, now I can see those darn wrinkles!)
- Local BMW / Mercedes dealer – These dealerships often have a VIP gift packet they provide with their new car sales. Get your practice in that with some kind of offer or package unique to these buyers.
- Realtors – Realtors are the best connectors out there. Do you have a realtor patient whose surgery you’ve done? Collaborate with them to send you more patients. Give them a promo/gift they can provide new home buyers.
- Others that come to mind are local pro / college sports teams and even teacher associations.
Now, it’s one thing to do a collaboration. But to leverage it, you need to do what the NFL is doing – create content and promote the collaborations!
For example, LaserCare Eye Center here in DFW does a great job of leveraging their sponsorship with the Cowboys. It’s all over their site, their social, their commercials. It’s everywhere.
(Not all these 👆 collaboration ideas make sense to promote as broadly as an association with the Dallas Cowboys, but hopefully you get some ideas from it.)
Promoting a collaboration > a collaboration simply existing.
In conclusion, whether you’re a Swiftie or not…. Whether you’re an NFL fan or not… it’s worth keeping an eye on the impact this relationship “collab” is having on the NFL (and who knows, maybe it ends up being beneficial to Swift as well?).
Aaaaaaand once you start generating more leads from your collabs, you’ll need to convert them to consults and surgery. And that’s where our transformative team sales coaching comes in.
We turn MDs, ODs, counselors and schedulers into Swift-like superstars so they’re confident to “take the stage” with prospective patients and convert them to premium surgeries for you.
Want to sell-out your surgery days like T-Swift and the Chiefs sell-out stadiums? Then reply “Swift Me!” And I’ll give you more details on a few ways we may be able to help you.
No cost, no obligation. Just reply, I’ll ask a couple questions to figure out where you are, and l’ll let you know what might make sense. Then the football is in your hands.
It’s a simple process. Wayyyy easier than sneaking out of a football suite in a popcorn container…
– T-Col(e)lab