The Anatomy of Good Marketing - Travis Pastrana & the History Channel Recreate Evel Knievel's Jumps7/9/2018 Sunday night, Travis Pastrana “recreated” 3 of Evel Knievel’s most dangerous jumps in a 3-hour, made for TV, History Channel event. It was a brilliant lesson in marketing and sponsorship tie-ins, and every business owner should pay attention. What was this event? The History Channel described it this way: During “Evel Live,” American professional motorsports icon and Nitro Circus ringleader Travis Pastrana will honor legendary daredevil Evel Knievel by attempting three of his most dangerous feats in Las Vegas, Nevada, all while riding a modern day recreation inspired by the motorcycle Knievel used. These include: breaking Knievel’s record jump over 52 cars, another record-breaking jump over 16 full size buses, and aiming to make history as the first person to successfully jump the Caesar’s Palace fountain on a bike similar to the one Knievel used 50 years ago – an attempt that ended with a crash that left him grasping for life. If Pastrana rides away from all three, he will be the only person to successfully beat two of Knievel’s distance records and land a jump over the fountain on a v-twin motorcycle. All of this will happen in the span of just three hours, and HISTORY will capture every exhilarating, nerve-wracking moment live. What the History Channel did was combine the nostalgia of 70’s Evel fan’s (me) with the X Games crowd while tying in its already strong gear head and Vegas viewership. Additionally, while watching the event, you could see that multiple sponsorships were getting major air-time. Indian Motorcycles created the modern-day versions of Evel’s bikes - one for each jump. Pastrana’s touring group, Nitro Circus, was mentioned numerous times, and Las Vegas got tons of exposure. Then, there was the risk of death. While these jumps were nowhere as long or seemingly as difficult as Pastrana’s previous stunts, these jumps were cloaked in the history of Evel’s wrecks, and riding similarly designed bikes added just enough danger to make people wonder if Evel-type crashes were inevitable. As you can imagine, all the jumps went as planned. Pastrana landed each safely. 3 hours of programming for less than a minute and a half of action. Brilliant. Was it a success? While the overnight viewership numbers are not in yet, the History Channel can claim victory for this reason. The event was the number three headline on the Today Show behind only the Thailand Cave Rescue and President Trump’s nominee for the next Supreme Court seat. That’s not bad for a Sunday night event on History Channel with an X Games athlete recreating events that happened 50 years ago. So, yes, with that kind of exposure, it was a success. The fair question is, “How do you create marketing like this?” Well, you don’t have to risk your life, but the answer is simple: copy the formula. Tie your marketing into a past event that covers multiple generations. For example, you can run a marketing campaign that celebrates the moon landing, past Olympic Events, or some event more local. Really, just look at landmark events in history, and connect it to today in celebration. Find partners who have an invested interested in its success. That’s on you. Who are your vendors? Who are your business partners? Create a campaign that has a mutual benefit for both parties, and you’ll find marketing partners. Make the payoff and payout big enough to get people to tune in and care about the outcome. Again, no one needs to risk their life, but is there an end game for your campaign? Create a massive giveaway or reveal something new about your company (a renovation or new location for example). Just make the campaign around something that piques your customers’ or patients’ curiosity. After a couple of successful campaigns, you’ll be a pro. If you would like help getting started in marketing, just let us know. Gordon and ProSight Success would love to help. Gordon Duncan is the CEO/Consultant of ProSight Success and has trained employees for nearly 20 years. ProSight Success has a team of social media strategists. If you are interested in learning about our services, email me at [email protected], and we will be glad to answer any of your questions. ProSight Success has several tools to help you with all of this. Our international bestseller, Practice Progress, goes deep into the philosophies above. You can find the paperback at Amazon. However, your best value is the full 7 Step, 7 Book ProSight Success System. We offer it in 3 formats: Digital ProSight Success System Paperback ProSight Success System And our best value: the ProSight Success Workbook that includes a digital copy and a free hour of consulting. Of course, Gordon Duncan, our CEO, is also available for private consulting. Email him at [email protected].
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Are you a Billing and Coding Specialist? Is your big goal to eventually start your own business? Well, I did 15 years ago, and it has made all the difference in my life. Let me give you a few tips. First, of all, don’t do this alone. I am not trying to be self-serving. Do this with a mentor. Just don’t do it alone. Some questions require more than a Google search. Get, “Should I start an LLC or go the 1099 route” wrong and your tax bill will do you in. Like my mentor told me, “The only reason people don’t have a mentor is because they’ve never had one.” True. Second, be prepared to become a salesperson. I got my first gig by approaching a doctor I knew with this proposition. I told him, “If you will let me work for you for free, will you then be a reference for me as I cold-call doctors?” You have to sell yourself if you want to start your own business. Third, as I mentioned, be prepared to cold-call. Cold-calling is reaching out to potential doctors and office managers that you don’t know and selling your services. You can do this via phone or in-person, and to a lesser extent, via email. But potential clients won’t come to you. They don’t know you until you have crazy word of mouth. So, am I trying to discourage you? Not at all. If you are not ready to make the leap into starting a full-time business, pick up a few billing gigs on the side. Build it alongside your day to day gig until it is ready to sustain you. Just remember this. You have a specialized skill. Most people don’t have it. Your skills are valuable and marketable. Own these truths, and go for it. Gordon The above experiences were the genesis of the HealthCare Pro Academy. Our HealthCare Pro Academy is $127 a month for 6 months. During that time, we will · Create an attention-getting resume that will help you stand out above the crowd. · We will talk on the phone at least 6 times for personal coaching. · I will interview you at least 3 times and give you verbal and written feedback. · And so much more. Think about the cost like this. Each week you are unemployed or underemployed, you lose around $800 at a $10 an hour start rate. Our program costs less than what you lose by remaining unemployed. Don’t hesitate. This is the launch of my mentoring program, and the price will increase soon. If you have any questions, just call me at 919-412-8161. I can’t wait to help you get the job you want. Gordon Duncan 919-412-8161 HealthCare Pro Academy Seriously, just give me a call if you have any questions. Lebron James is now an L.A. Laker. Late Sunday night, he signed a 4 year, $154 million contract, keeping him in California until he is 37 years old. Every eye doctor in the state should pay attention because Lebron just affected their businesses. Whether his signing increases profits or not is up to them. So, let me speak to all those California eye care professionals out there. Here is the deal. L.A. is accustomed to major athletes and stars. Every star either gets their start there or winds up there. So, if that’s the case, why does Lebron matter? California is not lacking for stars. Here is why. Lebron is the second most popular athlete in the world and the second highest income earner behind Cristiano Ronaldo in the world. Take that in: his income is higher than Tom Brady, higher the Floyd Mayweather, higher than Tiger Woods, and pretty much any other athlete you can think of. Right now, the World Cup is taking place. It is larger than the Olympics in popularity and market share. Lebron James just trumped all their headlines to make the ESPN lead story and he also make the nation’s second story on major news outlets. So, why should an eye doctor care? Here are a few reasons. Lebron cares about fashion. He has a lifetime, $1 billion contract with Nike. He designs $51,000 watches. And while fashion in California is not a new thing, it is not everyday that someone of Lebron’s influences walks in the door. What he wears, California is going to wear. Someone on your team needs to get on his Instagram immediately and find out who he is wearing so you can offer the same or similar eye fashion. Lebron is going to be in California for the rest of his life. Be a part of what he is doing or be left behind. First, Lebron signed a 4-year deal. Cleveland, his hometown, never got the security of a four-year deal. He is not going anywhere. And after his career? Lebron already has a production company, Springhill Entertainment, that created hits on TV “The Wall”, Cable “Survivors Remorse”, and Film “Trainwreck”. He has an office at the Warner Brothers’ lot. He is not going anywhere. Moving to L.A. is not just about basketball. It is not just about championships. Other teams offered him better chances. It is about positioning his influence. It is about setting himself up for the rest of his life. So, ask yourself. When a cultural force, not just a basketball force, but a cultural one like Lebron James, moves to town, how do you ride the wave of his influence? Market what he markets. Stylize as he stylizes. Know what he promotes. And customize your marketing, style, and promotions around what he is doing. He’ll be in your backyard for the rest of his life. He’s only 33. Gordon Duncan is the CEO/Consultant of ProSight Success and has trained employees for nearly 20 years. ProSight Success has a team of social media strategists. If you are interested in learning about our services, email me at [email protected], and we will be glad to answer any of your questions. ProSight Success has several tools to help you with all of this. Our international bestseller, Practice Progress, goes deep into the philosophies above. You can find the paperback at Amazon. However, your best value is the full 7 Step, 7 Book ProSight Success System. We offer it in 3 formats: Digital ProSight Success System Paperback ProSight Success System And our best value: the ProSight Success Workbook that includes a digital copy and a free hour of consulting. Of course, Gordon Duncan, our CEO, is also available for private consulting. Email him at [email protected]. Recently, my family and I visited Koi Tea. Koi Tea is an artisan, rolled ice cream and Boba tea shop in Stafford, Virginia. What their location lacks in space, it makes up for in great taste (and great marketing I discovered). First of all, if you’ve never have eaten rolled ice cream, it tastes amazing, and watching their staff make it is a treat for adults and kids alike. But the second thing that jumped out from our visit was a slight bit of marketing genius. Koi Tea makes amazing Boba teas (obviously by their name). But before they give them to you, they use a cup sealing machine to place a seal over their drinks. When you want to drink your tea, your pierce the seal with your straw, and it holds the straw in place. Then, every time you take a sip, you are looking down at the words, “Koi Tea”. Anyone who sees you with your tea, notices a slightly different drink than the traditional cup with a logo on it (their cup has a logo too by the way). Brilliant. Koi Tea distinguished themselves among the thousands of other branded cups out there. Their presentation elicits curiosity. The question for you and your business is this: how can you distinguish yourself from the competition? How can your branding not only stand out, but stand out over a durable period of time? How can your branding, not only advertise who you are, but create a curiosity that makes people ask about you? Answer these questions, and your business will stand out from the rest. In a world full of ice cream shops, Koi Tea sure has. ProSight Success has several tools to help you with all of this. Our international bestseller, Practice Progress, goes deep into the philosophies above. You can find the paperback at Amazon. However, your best value is the full 7 Step, 7 Book ProSight Success System. We offer it in 3 formats: Digital ProSight Success System Paperback ProSight Success System And our best value: the ProSight Success Workbook that includes a digital copy and a free hour of consulting. Of course, Gordon Duncan, our CEO, is also available for private consulting. Email him at [email protected]. Do you have the Billing and Coding job that you want? Have you met your goals yet? Are you making the money you deserve? Let me tell you two stories. One of a success and the other not so much. I recently had several conversations with a young coder who had 5 years’ experience. Her challenge was a dead end job with little to no hope of promotion or raise. We spoke twice for 30 minutes about her career path and a possible mentorship. I talked about how our HealthCare Pro Academy works to help billing professionals get the jobs they want. In the end, she didn’t feel like now was the right time. Totally understandable, but right now, she is still in the same job making the same money. However, we have been working with another professional who did not have any experience yet. As you can imagine, she was struggling to find a job. You know the catch 22: no job because of no experience and no experience because of no job. Thankfully, she chose to partner with us, and after mentorship and our advocating on her behalf to a potential employer, she got a job. She starts next week. How about you? What’s next for you in your career? Whether you work with our HealthCare Pro Academy or someone else, how are you maturing your career? What are you doing to move to the next step? Do you know your goals? Are you progressing towards them? Just remember: staying still is going backward. The only way to move forward is to take a risk and move forward. I’m thankful for all of you Billing and Coding Professionals out there. Hang in there, and keep doing the profession proud. Gordon Duncan 919-412-8161 HealthCare Pro Academy www.jgordonduncan.com www.prosightsuccess.com www.prosightworkbook.com ProSight Success offers a training and mentoring program for Billing and Coding Professionals. How does a mentor from HealthCare Pro Academy help? Some of the benefits are…
And lots more. Our program costs $127 a month, and we will work with you for six months. Upon signing up, you will receive a survey to fill out about your background. Upon completion, email it back, and we will set up our first conference. We will talk online twice a month for 45 minutes, and you will also have access via phone and text throughout the month. Below you will find references, and don’t hesitate to call me directly if you have questions. I look forward to helping you grow in your career. You deserve it. Bio: Gordon Duncan is an award-winning educator, salesman, teacher, manager, and writer. He has been in the eye industry since 1999 and is the author of the eight-book ProSight Success System. His book “Practice Progress” has charted #1 in 6 different countries. Gordon currently consults in the eye care, medical, as well as the manufacturing industry. Reference: “I’ve Known Gordon for seven years and have been thoroughly impressed by his work ethic, professionalism, and knowledge of the practice of Optometry. He’s helped me tackle overwhelming tasks by implementing procedure manuals and simplifying complex employee issues. I highly recommend him as a consultant and feel confident in his abilities to serve as a guide in any optometric practice.” C. C. Byrd, OD Does your office communicate insurance-filing competence to your patients? Or do you just take the patient’s insurance card and co-pay and ask them to wait to be seen? If you only do the latter, you are missing out on a prime opportunity to care for your patients and build patient loyalty. Let me explain. The standard practice when a patient walks in the door is to say, “Are we filing any insurance for you today?” Sometimes, the question may differ, especially if you have filed for them before, but the question remains the same. The typical next interaction is having the patient pay their co-pay or perhaps you give them an explanation of benefits. From that point, there is very little interaction about the patient’s insurance unless there is a problem. Notice, I use the words “typical” and “standard”. That’s the problem. These days, typical and standard will put you out business. Instead, there is one more item you can communicate that will build great patient satisfaction and loyalty. Have your front desk say something like this: “We promise that we will make every effort to file your insurance correctly, and if there is any concern, we will contact you directly. Do you have any concerns or questions right now?” I tell you, no office says this, and if you do, your patients will be blown away. It’s the small things that make difference between loyalty and losing a patient. Try it today, and your patients will love it. Gordon Duncan is the CEO/Consultant of ProSight Success and has trained employees for nearly 20 years. ProSight Success has several tools to help you with all of this. Our international bestseller, Practice Progress, goes deep into the philosophies above. You can find the paperback at Amazon. However, your best value is the full 7 Step, 7 Book ProSight Success System. We offer it in 3 formats: Digital ProSight Success System Paperback ProSight Success System And our best value: the ProSight Success Workbook that includes a digital copy and a free hour of consulting. Of course, Gordon Duncan, our CEO, is also available for private consulting. Email him at [email protected]. I spent some with two clients in the past week, and they each expressed similar stories. They contracted with a social media company to handle their postings and profiles, and each wound up with nothing. The practices recognized that an effective social media strategy is more than just giving a front desk person, or receptionist, admin rights to a Facebook page. They knew that the “strategy” is key to social media management. They did their homework, hired an affordable marketing company, and trusted them to create a campaign that would increase their business. The first few months were great. The owners spoke regularly with their team, and their online presences and sales increased. Once things were in place, the owners eased up their contact and trusted the company to do what they were contracted to do. As a result, the company did less and less. Guess what? Over time, the owners couldn’t determine any marginal value for the money they spent, and they ultimately canceled their contract after months of wasting money. So, what to do? First of all, you more than likely do not have time to manage your own social media. You as the owner or your manager or your front desk person should be too busy to map out a social media strategy. If you are still managing it yourself, then your social media is ineffective. If it was working, you would be too busy with customers and patients to be your company’s social media manager. Second, contracting your social media management is great if you are clear about several things. You should be clear how much engagement you expect. Be clear about the story you want told. Be clear about the result you expect. Third, establish what communication looks like (and frequency). Tie your contract to their communication. These tips will help you chart path of social media growth, and hopefully, they will lead you to revenue growth as well. ProSight Success has a team of social media strategists. If you are interested in learning about our services, email me at [email protected], and we will be glad to answer any of your questions. Gordon Duncan is the CEO/Consultant of ProSight Success and has trained employees for nearly 20 years. ProSight Success has several tools to help you with all of this. Our international bestseller, Practice Progress, goes deep into the philosophies above. You can find the paperback at Amazon. However, your best value is the full 7 Step, 7 Book ProSight Success System. We offer it in 3 formats: Digital ProSight Success System Paperback ProSight Success System And our best value: the ProSight Success Workbook that includes a digital copy and a free hour of consulting. Of course, Gordon Duncan, our CEO, is also available for private consulting. Email him at [email protected]. toI was working with a Billing and Coding Professional the other day through our HealthCare Pro Academy. She had experience in the industry but felt landlocked in her job. So, this is what we put in place to help her get the job (and pay) that she wanted and deserved. We focused on three areas: Social Media Profile: Every prospective employer is going to search you out on social media. Your profile speaks volumes to them about what you might be like as a potential employee. We looked at each profile she had and even discovered a few that she forgot about. We shaped those profiles by removing any potentially objectionable content and redesigned her profile page. If you don’t want to do this, then simply put your profiles on private. Resume Design: I’ve interviewed a thousand people in the last 20 years. I also know that I’ve skipped over potential employees because their resumes were either too sparse or poorly designed. After only a few changes, her resume expanded and targeted the skills that she possessed to get the job she wanted. It went from one page to three, and each was worth reading. Interview Skills: The single most important element of getting a new job is the face to face interview. Yet, so few people prepare for it. She and I talked through specific questions that might be asked, but even more importantly, we talked about questions that she could ask her potential employer. Whether you ever enter a mentoring program or whether your school offered them, addressing the issues of social media profiles, resume design, and interviewing skills is essential to getting the job you want. Get helpful advice from someone, and practice interviewing with someone who will give you honest feedback. Then, go out and get the money you are worth. Let us know if there is any way we can help. Gordon Duncan 919-412-8161 HealthCare Pro Academy www.jgordonduncan.com www.prosightsuccess.com www.prosightworkbook.com ProSight Success offers a training and mentoring program for Billing and Coding Professionals. How does a mentor from HealthCare Pro Academy help? Some of the benefits are… 1. 180-Day Personal & Professional Growth Plan 2. Guidance in Expanding Your Circle of Influence 3. Training on how to Increase Your Personal Income over a 180-Day Period 4. Creating a Personal Accountability Model to Keep You on Track And lots more. Our program costs $127 a month, and we will work with you for six months. Upon signing up, you will receive a survey to fill out about your background. Upon completion, email it back, and we will set up our first conference. We will talk online twice a month for 45 minutes, and you will also have access via phone and text throughout the month. Below you will find references, and don’t hesitate to call me directly if you have questions. I look forward to helping you grow in your career. You deserve it. Bio: Gordon Duncan is an award-winning educator, salesman, teacher, manager, and writer. He has been in the eye industry since 1999 and is the author of the eight-book ProSight Success System. His book “Practice Progress” has charted #1 in 6 different countries. Gordon currently consults in the eye care, medical, as well as the manufacturing industry. Reference: “I’ve Known Gordon for seven years and have been thoroughly impressed by his work ethic, professionalism, and knowledge of the practice of Optometry. He’s helped me tackle overwhelming tasks by implementing procedure manuals and simplifying complex employee issues. I highly recommend him as a consultant and feel confident in his abilities to serve as a guide in any optometric practice.” C. C. Byrd, OD The world saw one of the greatest sports’ gaffs of all time this past week. Did you see it? With mere seconds remaining and the Cavaliers tied with the Golden State Warriors in Game One of the NBA Finals, George Hill missed a free throw. Had he made it, the Cavaliers would have been up by one. A gaff, I imagine, but not one of the greatest. What happened next was a shock. Cavalier forward, J.R. Smith grabbed the offensive rebound. He had time to put up another shot or pass to someone else. But instead, he began to dribble the time off the clock. Cavalier legend, LeBron James yelled at him to pass. Unfortunately, time ran out, the game went to overtime, and the Cavaliers lost. J.R. Smith has given various reasons for his gaff, but he admits that he thought the Cavaliers had the lead. J.R. Smith is an NBA champion, and hopefully, this will not be what he’s known for, but the lesson from the moment is the pressing need for situational awareness. Had he been aware of the situation, surely, Smith would have acted differently. What about your business? How does your practice emphasize situational awareness? Do your employees know the schedule each day? Are they aware of any peculiarities in terms of patients or customers? Do they know when their managers are in or out? Much like the assumption that J.R. Smith knew what the score was, these things may seem obvious, but they aren’t. When your day gets busy, when customers and patients arrive all at the same time, most assumptions walk out the door. Simple, brief team meetings each day can prevent commonplace gaffes. Take 5-10 minutes each day to update your staff about schedules, inventories, and the like. Watch them act as pros in heated moments, and see your customers and patients appreciate their coolness under pressure. Gordon Duncan is the CEO/Consultant of ProSight Success and has trained employees for nearly 20 years. ProSight Success has several tools to help you with all of this. Our international bestseller, Practice Progress, goes deep into the philosophies above. You can find the paperback at Amazon. However, your best value is the full 7 Step, 7 Book ProSight Success System. We offer it in 3 formats: Digital ProSight Success System Paperback ProSight Success System And our best value: the ProSight Success Workbook that includes a digital copy and a free hour of consulting. Of course, Gordon Duncan, our CEO, is also available for private consulting. Email him at [email protected]. ProSight Success offers a training and mentoring program for Billing and Coding Professionals. How does a mentor from HealthCare Pro Academy help? Some of the benefits are… 1. 180-Day Personal & Professional Growth Plan 2. Guidance in Expanding Your Circle of Influence 3. Training on how to Increase Your Personal Income over a 180-Day Period 4. Creating a Personal Accountability Model to Keep You on Track And lots more. I was working with one of our HealthCare Pro Academy professionals the other day. She had five years’ experience, but she wasn’t growing either in responsibility or in compensation. It was time to look for another job. As I was speaking with potential employers on her behalf, they were surprised to learn that this 5-year pro was looking for a job. They were also surprised her by her low salary. After working with them, I was able to get an interview for her, and soon after, she had a rewarding new job. The post-hiring analysis question became, “Why wouldn’t her former employer pay her accordingly? Why were they arguing over a $.50 - $1.00 raise?” The answer to that question provides presently (and future) employed Billing and Coding Professionals (BCP’s) with the tools to be employed at market value. Succinctly, what causes an employer to miss the value of Billing and Coding Professionals? One: Employers miss the value of BCP’s when those professionals don’t know their numbers. Each BCP should have an accurate knowledge of their 30, 60, & 90’s each day or at least weekly. Waiting until the end of the month for both employer and employee to find out the numbers is a disaster waiting to happen. Two: Employers miss the value of BCP’s when those professionals don’t communicate with both the staff and the doctor about ways in which they can contribute towards accurate insurance claims. The front desk should receive at least weekly updates about changing codes and specific carrier particulars. Doctors also should hear from their BCP’s about things they can do to make sure their procedures are lining up with insurance guidelines. Three: Employers miss the value of BCP’s when those professionals don’t seek feedback. It is always scary to ask your boss, “Hey, how am I doing? What more can I do to make our billing and coding go more smoothly?” But the professionals who do this demonstrate their dedication to their practice and their profession. These 3 tips enable Billing and Coding Professionals to demonstrate their value and worth to their doctor, practice, or hospital. They give employers reason to value them, and when compensated, give employees reason to stay. I hope these tips can improve relationships, employee appreciation, and even better, compensation. Let us know if there is any way we can help. Gordon Duncan 919-412-8161 HealthCare Pro Academy www.jgordonduncan.com www.prosightsuccess.com www.prosightworkbook.com How does a mentor from HealthCare Pro Academy help? Some of the benefits are… 1. 180-Day Personal & Professional Growth Plan 2. Guidance in Expanding Your Circle of Influence 3. Training on how to Increase Your Personal Income over a 180-Day Period 4. Creating a Personal Accountability Model to Keep You on Track And lots more. Our program costs $127 a month, and we will work with you for six months. Upon signing up, you will receive a survey to fill out about your background. Upon completion, email it back, and we will set up our first conference. We will talk online twice a month for 45 minutes, and you will also have access via phone and text throughout the month. Below you will find references, and don’t hesitate to call me directly if you have questions. I look forward to helping you grow in your career. You deserve it. Bio: Gordon Duncan is an award-winning educator, salesman, teacher, manager, and writer. He has been in the eye industry since 1999 and is the author of the eight-book ProSight Success System. His book “Practice Progress” has charted #1 in 6 different countries. Gordon currently consults in the eye care, medical, as well as the manufacturing industry. Reference: “I’ve Known Gordon for seven years and have been thoroughly impressed by his work ethic, professionalism, and knowledge of the practice of Optometry. He’s helped me tackle overwhelming tasks by implementing procedure manuals and simplifying complex employee issues. I highly recommend him as a consultant and feel confident in his abilities to serve as a guide in any optometric practice.” C. C. Byrd, OD |
Gordon DuncanGordon Duncan is an award-winning educator, salesman, teacher, manager, and writer. He has taught in the public school system, lobbied for school's accreditation, managed eye clinics, led sales' teams, and also publishes books on theology, church, and culture. Archives
September 2021
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