An example of an all-play marketing style

Can all-play marketing make a difference? Consider these two hypothetical (but typical) scenarios:

SCENARIO 1: NO STAFF INVOLVEMENT

Your office commits to taking part in an event sponsored by the local chamber of commerce. The chamber is working on the details and has been promoting the event in the newspaper and on the radio.

Although the event was noted on the calendar, you have not shared specific details with the staff. That, however, doesn't stop your patients (who heard about the event on the radio) from asking questions, such as, "What's this I hear about a health fair you're involved with?"

An unaware staff member replies "Yes, we're doing some event next week É I'm not really sure what it is."

That's where the interaction ends — a promotional opportunity lost.

SCENARIO 2: ALL-PLAY MARKETING

Now let's look at the same scenario, as if it were taking place in your office all-play style.

Your office commits to take part in a chamber sponsored Community Health Expo. The chamber is working on the details and the event is on the calendar. In addition, you discussed the event at your last team meeting, and the team was made aware of the date, agenda for the day, and the event's grand prize drawing for a $500 gift certificate that can be spent anywhere in town.

All indications are that the event will be one of your town's biggest events of the year.

At your team meeting, you and the team set the event's goals for screenings and new patients, and team members agreed to assist with various aspects of the event. You updated your event checklist and outlined in writing everyone's responsibilities. You then posted the checklist on the team's bulletin board.

Each member of the team has provided an update to the group on the progress of his or her specific task at each team meeting, and your chamber has shared examples of all the event's promotional materials.

You have notified your practice members about the event through your newsletter, e-mail, and bulletins in the office, and your staff has been talking about it for weeks.

And, when a new patient asks, "What's this health expo next weekend all about?" your CA responds, "That's the Community Health Expo. It's going to be the biggest event of the year. The chamber is giving away $500 in chamber bucks in a grand prize drawing. You will definitely want to come so you can enter to win that! And, of course, as your health and wellness headquarters, we'll be there doing screenings and educating everyone about chiropractic and wellness.

Be sure and stop by our booth. We're having a prize drawing, too, and as a practice member of our office you get an extra entry if you bring a friend!"

Wow! What a difference all-play marketing makes! Your team members eagerly enter into your marketing initiatives and make a great impression on your practice members and the community for their enthusiasm.