Xaña Winans is the Founder and President of Golden Proportions Marketing; a full-service marketing and advertising agency, dedicated to helping high-level dental practices.
Xaña’s favorite quote and why:
“Your attitude defines your altitude.” – (click to tweet!)
Xaña says she is a ‘reformed pessimist’. She used to be a much more skeptical individual – seeing the proverbial glass half empty. This changed when she married her husband, from whom she learned how to find a positive way to look at everything. She now considers herself an incredible optimist.
What Xaña does for the dental profession:
Xaña says the most important thing that they do, is to give the doctors the perspective on the marketing that they have been doing, identify opportunities, and give guidance on what to do to accomplish their marketing goals.
Xaña’s difficult time story:
Xaña shares her experience working with doctors whose practices were affected by the recession; and how these doctors had to change their perspective — having to almost comprise their morals a little bit — in order to help their business survive through a very difficult time.
What is concerning or exciting Xaña right now in dentistry:
What concerns her:
- Doctors have incredible resource information at their disposal, but many of them choose not to either use it, or understand it.
- Doctors underestimate the incredible power of their front desk, as a resource and a marketing tool for the practice.
What she finds exciting:
- The power of web and social media.
The Best advice Xaña has ever received:
Listening to instincts — Xaña trusts her gut, when she doesn’t have logic to back it up.
The one habit that contributes to the success of dentists who work with Xaña:
Doctors who engage in the process. The doctors who’s excited about what they are investing in from a marketing perspective, and to push an agency to give them a more creative solution, are the ones who absolutely get ten times the result, versus those who are passive, and just want someone else to take 100% of the responsibility.
Marketing pearl (tip):
Listen to the front desk. Start using call tracking technology, and evaluate how your team is presenting your brand to perspective callers.
Technology or procedure that is exciting Xaña right now:
The more involvement that they got from doctors is what is exciting Xaña – the doctors who want to learn how to use the tools that was given to them.
Internet / App resource that Xaña feels is awesome:
Smile Reminder – patient engagement software service designed to maintain and retain existing patients while identifying and acquiring new patients.
Xaña’s book recommendation:
“Everything is Marketing: The Ultimate Strategy for Dental Practice Growth” by Fred Joyal
- Hardcover edition can be purchased on Amazon here.
Xaña’s recommendation for those who are about to start new or restart:
Picking the right location is one of the easiest and largest-impact things you can do — especially for a startup practice. It’s a one-time investment that will pay off for the rest of your practice life.
Ms. Xaña Winans can be reached at: