The Brand Called You by Peter Montoya & Tim Vandehey

The Brand Called You by Peter Montoya & Tim Vandehey

Author:Peter Montoya & Tim Vandehey
Language: eng
Format: epub
Publisher: McGraw-Hill
Published: 2009-01-08T05:00:00+00:00

Personal attention. Walkow's business is built around making everyone feel special and engaged, and making the trip to the orthodontist's office something fun rather than something to dread.

Differentiation. Walkow was one of the only orthodontic specialists in the region to focus on teeth straightening for adults, in an industry where the focus is usually on kids. By targeting an underserved audience that had money and a desire to stave off the effects of aging, he cornered the market in a lucrative business segment.

Fun. Games, prizes, lunches, contests, recognition for proper dental hygiene—those are all part of Walkow's strategy for fostering patient and parent loyalty. It seems to be working.


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