We are born into a world with many systems in place. How many of us consider those systems and the possibility of change? Maybe we don’t think we have the ability to change, maybe we fear the idea of change, or maybe we are just complacent. I am always amazed by those who consider paradigm shifts in established systems, especially changes in systems that I never thought needed changing.
Enter Warby Parker, the brainchild of four business school classmates that is changing one aspect of receiving and consuming healthcare. Buying prescription glasses and contacts online, what a great and convenient idea. Allowing the ability of home try-on with free shipping is an even better idea.
The success of Warby Parker did not come from traditional media channels, but from a carefully crafted social media marketing plan that allowed:
- 2-way communication with customers
- Reduction in the concerns with the paradigm shift of buying glasses online.
- User generated content to spread brand awareness and acceptance of their service.
- Informational posts about expert advice for eye care for their audience.
The result of their social media marketing campaign led to acceptance of a new form of healthcare delivery and convenience for all of us needing eyeglasses!
But why not traditional media to initially market their product and service? Traditional media such as television, radio, and print media (targeted magazines, newspaper, billboards, and mailers) provide a less tailored communicated message. Many of us Generation X and older consumers relied on these channels for information about new products and services. In our modern society, we as consumers and as marketers realize the “one size fits all” approach to marketing messaging has limitations:
- It’s expensive for a start-up company.
- All customers get the same message.
- Your target market may not get your message.
Social media marketing is one-to-one, or relationship marketing. It forces companies like Warby Parker to understand their target market, and craft marketing messages specific to them. It requires them to listen to their customers’ comments, within this transactional media, and be willing to change their product or service based on this feedback. We have heard this concept before social media marketing existed. It is the concept of “outside-in thinking.”
Outside-In thinking
I discuss this concept with other dental specialists as one key to growing their practices. Understanding the needs and wants of our patients helps us create a patient-experience that is less stressful, comforting and wrapped in a blanket of empathy. The owners of Warby Parker understood the change in healthcare consumption they were asking of potential customers. They utilized the concept of outside-in thinking in a well-crafted crafted transactional social media campaign to minimize the dissonance for the customers and became successful in creating a paradigm shift.
Word of Mouth 