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Being a specialist is a differentiation. What is a differentiation? Preference (by some influential people) is a differentiating idea What is a differentiation? Differentiation requires sacrifice Burger King New Coke Differentiation requires creativity Not only end product quality/characteristics can be a differentiation, but also how the product itself is made, ingredient, history, sale amount, duration, technology, classification, being a specialist, and other non-end product characteristics can be differentiation A road much traveled: offer a broad line of different servicesA road less traveled: Step 2: focus Steve Jobs “I spent a lot of time to figure out why I should NOT do this, and that” iPod, iPhone and iPad 3D bladeless all-laser LASIK Traditional blade Focus Traditional blade 3D LASER cataract surgery Focus A road much traveled: market multiple messageA road less traveled: Step 3: one message Wang Vision – a LASER eye surgery specialist The only center in the state that offers 3D LASIK (age 18+) 3D Forever Young Lens (age 40+ 3D laser cataract surgery (age 60+) . A road much traveled: sell, sell, sellA road less traveled: Step 4: don’t sell, educate Educate A road much traveled: offer a product, a serviceA road less traveled: Step 5: tell a story, rather than sell a product. The story of amniotic membrane contact lens The foundation International charity medical care- 40 states in US and 55 countries;- All physicians donate our services. Wang Foundation for Sight Restoration 13 years, from darkness, to sight… God’s not dead Maria A road less traveled Step 1: be differentiated.Step 2: focus.Step 3: one message.Step 4: don’t sell, educate.Step 5: Tell a story, rather than sell a product. Be original, counter-trend and be willing to travel on a road less traveled – marketing 101 Ming Wang, MD, PhD Harvard MIT (MD, magna cum laude); PhD (laser physics) Wang Vision 3D Cataract LASIK Center, Nashville, TN www.