The power has shifted…

Consumers have more access, control, and choices than ever before, which means that winning patients isn’t about what you do anymore; it’s about how you do it.

Today, marketing is about creating value, not selling services.

SALES ERA

SALES ERA

Use promotional techniques to persuade customers to buy what you’re selling.

1940s

CUSTOMER ERA

CUSTOMER ERA

Use customer insights to create products and services they actually need.

1980s

RELATIONSHIP ERA

RELATIONSHIP ERA

Focus on customer loyalty and developing long-term, repeat business.

2000s

VALUE ERA

VALUE ERA

Be a utility to your prospects so when they're ready to buy, they’ll choose you.

Today

Power Index

Business

Consumer

In the Value Era, patients don’t want or trust your sales pitch…

80%

By the year 2020, 80% of the entire buyer’s journey is expected to occur without any human interaction.

Forrester

615M

is the number of devices that use software to block advertisements online.

2017 Ad Block Report

70%

of adults trust recommendations from each other more than statements from brands.

Forrester

Instead, patients expect practices to add value beyond products or services before earning their trust.

“Show us you’re the best, don’t tell us.”
"Help us solve our problems before asking for our money."
"Earn our trust over time."
“Be a resource when, where, and how I need you.”

In the Value Era, marketing is a service: the service of helping patients solve problems.

Old era: Takers


  • Marketing as a department (silo within the business)
  • Push marketing messages to prospects (interruption)
  • Use marketing to drive immediate sales because customers don’t have other options
  • Price and product as differentiators
  • Cheapen bonds between patients by competing on price
  • Lower profits

New era: Givers


  • Marketing as a service (everyone’s a marketer)
  • Pull prospects to you by solving problems (utilitarian)
  • Use marketing to build a loyal audience because customers have infinite options
  • Experience as a differentiator
  • Deepen bonds between patients by competing on value
  • Higher profits

We’re living in the era of value, and the Givers rule the world.

We know which side we’re on. Do you?

Be Incredible.

  • 2008

    Born on date

  • 400+

    Medical conferences attended

  • 1000+

    Practices we’ve helped grow

  • 32

    Average age

  • 53-14

    iPhones vs. Android

  • 8

    Languages spoken

  • 23

    Furry office friends

  • Luke

    Incredible Of The Year

  • 62

    Incredibles Total

Faculty speakers at the following meetings