marketing matters
A Catchy Jingle Builds Business
If you have a memorable jingle or slogan, make sure you use it wisely.

The primary goal of any marketing effort is to let potential customers know who you are and what you do. Name recognition is key. Will Vision and Laser Centers of Vancouver, Wash., understood the value of name recognition and came up with a unique way to stay in the minds of potential patients in its service area. In her report at right, Center Director Carlene Will tells how Will Vision and Laser Centers has used a jingle that people remember to raise awareness of its practice.

Will Vision and Laser Centers (WVLC) was able to achieve success largely because it had a clearly defined goal: "My goal when this company started out was to make Will Vision and Laser Centers the first name that comes to mind when people from the area are asked about laser vision correction."

WVLC has created a brand name with its use of a jingle -- and a well-regarded brand name can be a very powerful marketing tool. For example, if I were to ask if your bologna had a first name, how many of you could easily reply O-S-C-A-R?

However, WVLC didn't just stop there, for while it's one thing to be well-known, it's another level of commitment to deliver quality service. "I also wanted our name to be associated with only the best technology, the most caring and experienced surgeons, and a staff committed to the highest level of customer service."

The best marketing campaign in the world can't hide poor service. The jingle may catch a potential patient's attention, but it's up to the staff and physicians to turn that interested individual into a long-term patient.

Lastly, WVLC recognized two very important factors:

Don't overplay a good hand. WVLC has a catchy jingle but isn't going to burn it out by overusing it: "We've been careful not to overuse it, so we don't have it playing in our office or when telephone callers are on hold."

By decreasing the frequency of play, the center is intelligently stretching the usable life cycle of the jingle and getting a better long-term return on its investment in it.

Not all of the success of the jingle can be easily measured in immediate results. The jingle, no matter how catchy and successful, is merely a part of the center's overall, long-term marketing plan.

How could WVLC further capitalize on the popularity of this jingle? The most efficient approach would be to take the tag line from the jingle and repeat it on other marketing material such as print ads, pens, mugs and fanny packs. This approach takes audio recall and transforms it into visual recall. By doing this, the center can increase the reach of the jingle, and its entire marketing campaign, while also not hammering the market with repetitive jingle replays.

As I stated earlier, the primary goal of any marketing effort is to let potential customers know who you are and what you do. Practices don't have great marketing ideas because they're successful, they're successful because they have great marketing ideas.

Brad Ruden, M.B.A., owns MedPro Consulting & Marketing Services in Phoenix, Ariz. You can reach him at (602) 274-1668, medpro@qwest.net, or via his Web site at www.medprocms.com.