be original, counter-trend and be willing to travel on a road less traveled – marketing 101 ming...
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Be original, counter-trend and Be original, counter-trend and be willing to travel on a road be willing to travel on a road less traveled less traveled – marketing 101– marketing 101
Ming Wang, MD, PhDMing Wang, MD, PhDHarvard & MIT (MD, Harvard & MIT (MD, magna cum laudemagna cum laude); PhD (laser ); PhD (laser
physics)physics)
Wang Vision Wang Vision 3D Cataract & LASIK Center3D Cataract & LASIK Center, , Nashville, TNNashville, TN
www.www.WangcataractLASIK.comWangcataractLASIK.comdrwang@[email protected]
Reference: Differentiate or dieReference: Differentiate or die
Ming Wang, MD, PhD
Why Google, Facebook and Why Google, Facebook and Alibaba are so explosively Alibaba are so explosively successful?successful?
Ming Wang, MD, PhD
Because more than ever before, Because more than ever before, marketing marketing (paid to Google and (paid to Google and Facebook by advertisers)Facebook by advertisers) has has assumed a position of assumed a position of unprecedented unprecedented importanceimportance in businesses today (due in businesses today (due to the to the inversioninversion of supply and of supply and demand ratio)demand ratio)
Ming Wang, MD, PhD
ChallengesChallenges that we are facing that we are facing today in marketingtoday in marketing
• Information overload.Information overload.
• Noise level is very high.Noise level is very high.
• The higher the water level, the The higher the water level, the higher the boat must be.higher the boat must be.
• Catch 22: no marketing, no business. Catch 22: no marketing, no business. But, no business, no money for But, no business, no money for marketing.marketing.
Ming Wang, MD, PhD
Then what is the Then what is the best waybest way to to do marketing?do marketing?
Ming Wang, MD, PhD
Be Be original, counter-trend original, counter-trend and and be willing to travel on a road be willing to travel on a road less traveledless traveled – an winning – an winning marketing strategy!marketing strategy!
Ming Wang, MD, PhD
A road less traveledA road less traveled
Step 1: be Step 1: be differentiated.differentiated.Step 2: Step 2: focus.focus.Step 3: Step 3: oneone message message..Step 4: don’t sell, Step 4: don’t sell, educate.educate.Step 5: Tell a Step 5: Tell a storystory, rather than, rather than sell a product. sell a product.
Ming Wang, MD, PhD
A road much traveled:A road much traveled: do do things that everybody else is things that everybody else is doingdoing
A road less traveled:A road less traveled: Step 1: do things others are Step 1: do things others are not doing, not doing, be differentiatedbe differentiated
Ming Wang, MD, PhD
DefinitionDefinition of of differentiationdifferentiation
A marketing message is A marketing message is differentiateddifferentiated if when your if when your business name is substituted by business name is substituted by that of another, that of another, the message the message actually actually no longer worksno longer works at all. at all.
Ming Wang, MD, PhD
The The benefitbenefit of of differentiationdifferentiation
Ming Wang, MD, PhD
DifferentiationDifferentiation gives gives sustainability,sustainability, especially in a especially in a recessionrecession. . DifferentiatedDifferentiated business can business can not not
be duplicatedbe duplicated
Ming Wang, MD, PhD
DifferentiatedDifferentiated business business stands outstands out
among the many among the many choiceschoices a a consumerconsumer
has todayhas today
Ming Wang, MD, PhD
DifferentiationDifferentiation motivatesmotivates employeeemployee
Ming Wang, MD, PhD
DifferentiatedDifferentiated business business lasts lasts longerlonger
Ming Wang, MD, PhD
What are What are notnot differentiateddifferentiated ideas?ideas?
Ming Wang, MD, PhD
NotNot differentiateddifferentiated ideas ideas
Quality and customers satisfactionQuality and customers satisfaction
Not necessarily!Not necessarily!
Since they Since they are assumed to be there are assumed to be there todaytoday
Ming Wang, MD, PhD
Is creativity of an ad a Is creativity of an ad a differentiatingdifferentiating idea? idea?
No!No!
Since competitor can do that too!Since competitor can do that too!
Not differentiatedNot differentiated ideas ideas
Ming Wang, MD, PhD
Is price a Is price a differentiatingdifferentiating idea? idea?
Since your competitor can lower price Since your competitor can lower price furtherfurther
Not differentiated Not differentiated ideasideas
No!No!
Ming Wang, MD, PhD
Is breath of product line a Is breath of product line a differentiatingdifferentiating idea? idea?
It It dilates and weakensdilates and weakens your your differentiationdifferentiation..
Not differentiatedNot differentiated ideas ideas
No!No!
Ming Wang, MD, PhD
HowHow to find your to find your differentiatdifferentiation?ion?
Ming Wang, MD, PhD
Four steps in Four steps in differentiationdifferentiation
1. 1. ResearchResearch and find out the and find out the needneed of the market;of the market;
Ming Wang, MD, PhD
Four steps in Four steps in differentiationdifferentiation
2. 2. DefineDefine your your differentiationdifferentiation;;
Ming Wang, MD, PhD
Four steps in Four steps in differentiationdifferentiation
3. 3. Back it upBack it up with solid and with solid and truthfultruthful
credentials;credentials;
Ming Wang, MD, PhD
Four steps in Four steps in differentiationdifferentiation
4. Manifest it and 4. Manifest it and communicate itcommunicate it!!
Ming Wang, MD, PhD
WhatWhat areare differentiatingdifferentiating ideas ideas then?then?
Ming Wang, MD, PhD
What What isis a a differentiationdifferentiation??
Being the Being the firstfirst is a is a differentiationdifferentiation
Age 18+ Age 40+
Ming Wang, MD, PhD
What What isis a a differentiationdifferentiation??
Staying firstStaying first is a is a differentiationdifferentiation
Ming Wang, MD, PhD
What What isis a a differentiationdifferentiation??
Attribute Attribute ownershipownership is a is a way to way to differentiatedifferentiate Own a word Own a word
(Smart eye surgery)(Smart eye surgery)
Ming Wang, MD, PhD
What What isis a a differentiationdifferentiation??Being the Being the leaderleader and having the and having the latestlatest
is a is a differentiationdifferentiation
Cataract and LASIK Center
Ming Wang, MD, PhD
What What isis a a differentiationdifferentiation??
HeritageHeritage is a is a differentiationdifferentiation
Ming Wang, MD, PhD
Being a specialistBeing a specialist is a is a differentiation.differentiation.What What isis a a differentiationdifferentiation??
Ming Wang, MD, PhD
Preference (by some influential people)Preference (by some influential people)
is is a differentiatinga differentiating idea idea
What What isis a a differentiationdifferentiation??
Ming Wang, MD, PhD
DifferentiationDifferentiation requires requires sacrificesacrifice
•Burger KingBurger King
•New CokeNew Coke
Ming Wang, MD, PhD
DifferentiationDifferentiation requires requires creativitycreativity
Not only end product Not only end product quality/characteristics can be a quality/characteristics can be a differentiationdifferentiation, but also , but also how the how the product itself is made, ingredient, product itself is made, ingredient, history, sale amount, duration, history, sale amount, duration, technology, classification, being a technology, classification, being a specialist,specialist, and other and other non-end product non-end product characteristicscharacteristics can be can be differentiationdifferentiation
Ming Wang, MD, PhD
A road much traveled:A road much traveled: offer a offer a broad line of different servicesbroad line of different services
A road less traveled:A road less traveled: Step 2: Step 2: focusfocus
Ming Wang, MD, PhD
Steve JobsSteve Jobs
““I spent a lot of time to figure out I spent a lot of time to figure out why I should NOT do this, and why I should NOT do this, and that”that”
iPod, iPhone and iPadiPod, iPhone and iPad
Ming Wang, MD, PhD
3D bladeless all-laser LASIK
Traditional blade
Focus
Ming Wang, MD, PhD
Traditional blade
3D LASER cataract surgery
Focus
Ming Wang, MD, PhD
A road much traveled:A road much traveled: market market multiple messagemultiple message
A road less traveled:A road less traveled: Step 3: Step 3: oneone message message
Ming Wang, MD, PhD
Wang Vision – a Wang Vision – a LASERLASER eye eye surgery specialistsurgery specialist
The only center in the stateThe only center in the state
that offers that offers
3D LASIK (age 18+)3D LASIK (age 18+)
3D Forever Young Lens (age 40+3D Forever Young Lens (age 40+
3D laser cataract surgery (age 60+)3D laser cataract surgery (age 60+)
..
Ming Wang, MD, PhD
A road much traveled:A road much traveled: sell, sell, sell, sell, sellsell
A road less traveled:A road less traveled: Step 4: don’t Step 4: don’t sellsell, , educateeducate
Ming Wang, MD, PhD
EducateEducate
Ming Wang, MD, PhD
A road much traveled:A road much traveled: offer a offer a product, a serviceproduct, a service
A road less traveled:A road less traveled: Step 5: tell a Step 5: tell a storystory, rather than , rather than sell a sell a productproduct. .
Ming Wang, MD, PhD
The The storystory of amniotic of amniotic membrane contact lensmembrane contact lens
Ming Wang, MD, PhD
The foundation
Ming Wang, MD, PhD
International charity medical International charity medical carecare-- 40 states in US and 55 countries;40 states in US and 55 countries;-- All physicians donate our services.All physicians donate our services.
Wang Foundation for Sight Restoration www.wangfoundation.com
Ming Wang, MD, PhD
13 years, from darkness, to sight…13 years, from darkness, to sight…
Ming Wang, MD, PhD
Ming Wang, MD, PhD
God’s not deadGod’s not dead
MariaMaria
Ming Wang, MD, PhD
A road less traveledA road less traveled
Step 1: be Step 1: be differentiated.differentiated.Step 2: Step 2: focus.focus.Step 3: Step 3: oneone message message..Step 4: don’t sell, Step 4: don’t sell, educate.educate.Step 5: Tell a Step 5: Tell a storystory, rather than, rather than sell a product. sell a product.
Be original, counter-trend and Be original, counter-trend and be willing to travel on a road be willing to travel on a road less traveled less traveled – marketing 101– marketing 101
Ming Wang, MD, PhDMing Wang, MD, PhDHarvard & MIT (MD, Harvard & MIT (MD, magna cum laudemagna cum laude); PhD (laser ); PhD (laser
physics)physics)
Wang Vision Wang Vision 3D Cataract & LASIK Center3D Cataract & LASIK Center, , Nashville, TNNashville, TN
www.www.WangcataractLASIK.comWangcataractLASIK.comdrwang@[email protected]
Reference: Differentiate or dieReference: Differentiate or die