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24 | Secrets To Attracting & Converting More High-Value Patients
This may be the most instructive business lesson you will ever learn to help grow your practice’s profits. There was a great article I read a while back that was so impactful for
me and I think it’s important to explain it here in this quick chapter. I found the article after listening to Dean Jackson (Master Marketer and Mentor of mine) explain it on one of his podcasts.
Have you heard of Gamal Aziz? He’s the guy who took over at MGM Grand several years ago.
“Moving forward by working backward” is one of Gamal’s secrets. And it’s definitely counterintuitive management thinking, but brilliant none the less.
What Gamal did was when he came into the MGM, he broke up his thinking with the hotel into all of its revenue streams.
He would look at all the components for the biggest hotel in the world like:
• the gaming revenue streams
• the accommodation revenue streams
• the restaurant revenue streams
• the entertainment revenue streams
• the conventions revenue streams etc.
He would ask the question of “how high is high?”