Money Matters

What can we learn from the atom bomb?

They’ve got fighter planes now at RAF Northolt, for the first time since the Second World War, apparently. The new Eurofighter Typhoon, no less.

For those that don’t know, Northolt is on the edge of West London, and they came to play wargames in our skies prior to the Olympics in case someone did something bad.

Anyway, I was watching with my 5-year old son as they zapped across the sky and thought he might like a trip to the RAF museum to see some more planes, so yesterday we braved the pouring rain and headed out for the afternoon.

It was brilliant.

They had an anti-aircraft missile in the car park (as you do). They had early biplanes. They had Spitfires. They had a Harrier jump jet. They had a Eurofighter Typhoon.

And they had an Atom Bomb. A genuine Atom Bomb.

Well, the atoms had been taken out of it of course (the ones with too many neutrons, anyway) but even so it was still a nuclear bomb.

About two meters long and 60cm in diameter it looked very, very, ordinary. Well, it looked like a bomb which is pretty bloody unordinary, but still a very ordinary bomb.

Yet it was many times the power of the ones that had wiped out Hiroshima and Nagasaki.

You could easily put it in your wardrobe or back of your estate car (if you could lift it that is).


I stood staring at it absorbing the awesomeness of the thing, until a glare from the RAF lady drew my attention to the fact that my two- and five-year old boys probably shouldn’t be trying to get into the Tornado jet nearby and could I remedy the situation? (a very expressive stare, she had).

Wow again.

What has that got to do with my private practice, you’re probably asking?

Well, there IS a connection, funnily enough. You see, what I was looking at was a grey-green, vaguely sausage-shaped piece of metal. Nothing much to see, really. It felt like a cold lump of steel. No smell. Nothing to hear; no ominous ticking sound. Had I licked it, other than being carted off for interrogation by the stern RAF security woman, it wouldn’t have tasted of anything.

Yet despite this, the images going through my mind about what it represented, what it could do, the implications of its very existence, were dramatic. The feelings stirred inside me were so powerful it was incredible.

But it was just a chunk of metal.

And that’s the thing. When you market your practice, you need to stir up emotions in your potential patients to get them to come and see you. And in healthcare, that’s easy – because everyone has either had an episode of ill-health at some stage or most certainly knows someone who has.

So in all your marketing, speak to the emotions of your potential patients. Do this on your website, in your information sheets, in all your marketing.

And watch your practice grow.

After all, if a static lump of metal can do it…

Dev Lall (FRCS) runs Private Practice Expert. Visit for free daily tips on how to grow your private practice.

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One Response to “What can we learn from the atom bomb?”

  1. Jerry Nelson says:

    Marketing my arse – it’s the bomb you need. And a delivery system. And look as if you mean it. The competition will melt away.

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