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Dore Program Marketting Part 2: Take the High Ground

Part one of this article, What is Wrong?, looked at how Wynford Dore‘s approach to marketing may be doing his product more harm than good in the conservative and sensitive area of education. In this second and final part we will be looking at how the Dore Achievement Centres can unleash the life changing potential of this treatment.

The Dore Program is a paradigm shift in education. Not only is it the first, widely available, professionally run, treatment for dyslexia and ADHD that works but the science behind it could represent a major change in how we educate all children. Not surprisingly this has upset many people who either have vested interests or are resistant to change. History show’s us that when these great shifts in science are occurring, bitter and often vitriolic attacks are made as careers and professional reputations are at stake. Eventually the dust settles and a new consensus is reached.

With the Dore Program the nature of the attacks is a lot more personal and vindictive than those that occur in abstract scientific journals. There are two reasons for this. One, Wynford Dore has placed himself at the centre of Dore’s marketing approach. Secondly, the Dore Acheivement Centres is a commercial activity with salespeople attracting paying customers. These two issues combine to give Dore’s opponents a large stick with which they attempt to discredit Wynford Dore personally and the science behind the treatment. In order to repulse these attacks and get on with changing as many lives as possible, the commercial activities of the Dore Program need to be not only whiter-than-white but seen to be whiter-than-white. To achieve this is going to take a radical solution.

Nothing sells like a personal recommendation. If a friend recommends a product, you are far more likely to buy it. In Dore’s case this should make the program easy to sell. Any parent who’s child has been freed from the horrors of dyslexia and ADHD should be expected to be shouting it from the rooftops. This may be happening whilst parents are hanging around the school gates waiting to pick their kids up but it isn’t happening online.

On the Myomancy Treatment Database parents are encouraged to post reviews about different dyselxia and ADHD treatments. For the Dore Program‘s entry just four people have posted reviews (all very positive). On various dyslexia and ADHD forums I rarely encountered anyone else who has been through the treatment. And its not just me. A parent considering using the Dore Progam emailed me to ask why she could only find so few first-hand accounts online? With all the variety of ways of communicating online it becomes a real puzzle as to why so little is written about the Dore Program.

The solution to the negative image of Dore’s marketing and to the shortage of online information about the Dore Progam can be solved in one easy act. Set up a forum about Dore online and make it the centerpiece of their marketing strategy.

It is January 2010 and DoreTalk.com is celebrating its third birthday but just like every other day, hundreds of people are posting on the forums and thousands are reading it. Some are potential buyers interested in the treatment but are unsure what it is all about. They might lurk, not posting, just reading some of the tens of thousands of posts that have accumulated over the years. Other interested parents will post questions that are answered not by Dore staff but by people who are currently on the program and are keen to share their experiences with others. Some of the people posting to the forums will be struggling with the program. Those unable to find the time to do the exercises or who are losing motivation during those long months before any of the improvements appear. Those who have already been though this respond with messages of support and good practical advice. The grandees of the forum are those who have finished the treatment but stay active because of the friendships they have established via DoreTalk. They give up some of their own time to moderate the forums as a way of staying involved with a company that has changed their children’s lives.

Building a community like DoreTalk.com is not easy but it will pay for itself many times over. By creating a public space that anyone can post to, Dore is saying to the world that they don’t need to sell the product because it is so good it sells itself. Those scientists and others who attack Dore for bad science or for being overly commercial will have to explain why so many customers are writing about how it helped them. By placing everything in the public domain, by allowing potential customers to decide for themselves, Dore could do away with his sales people, saving Dore hundreds of thousands a year, allowing him to reduce his prices and making the Dore Program even more popular.

A public forum for Dore customers is the cheapest and most effective way of marketing this product. Nothing is hidden from the potential customers and there are no sales staff on commission. The Dore Program will not only be whiter-than-white but will be seen to be whiter-than-white.

Postscript

The use of online forums and communities to promote a product and build customer loyalty is a growing area of internet based marketing. Seth Godin writes a lot about customer led marketing. This post on reversing the funnel is a good starting point.

My article is also heavily influence by the idea of passionate users. The concept that getting your customers to emotionally care and connect with your product is vital to a products success. Kathy Sierra and her blog, Creating Passionate Users is always entertaining. Her article on building a community is a good place to start.

7 Comments

  1. Chris

    I think that is an excellent idea for Dore and really would allow for awareness of the program to expand expoentially and probably help to expediate this paradigm shift.

  2. Excellent article!

    I am one of those who didn’t listen to scientific advise and can now say my son is essentially cured from ADHD and dyslexia. Interesting enough, this didn’t happen through the Dore treatment (he was a borderline case for the Dore program) but from the van Gemert therapy over here in The Netherlands. – There are some parallels.

    Van Gemert is an optician; has no medical education but had dyslexia himself. He receives even more opposition from the scientific community than Dore. To this date, it wasn’t possible to get scientific research started. One difference with Dore is, he has started with relatively small levels of funding. Many of his clients find him through other parents who have found successful treatment with the van Gemert therapy.

    Obviously, Dore and van Gemert have underestimated the scientific protocol and other practices in this area. Both have hit some buttons that created the opposition. As a parent and as a patient myself, I must say, I don’t care. There is only one thing that counts: The treatment result. And I am sorry to say, but it appears this has been lost. The scientific discussion circles around “there is no solid scientific proof” for the Dore treatment nor for the van Gemert therapy. As a parent and patient, I have to say: It is time the patient’s well-being becomes the top priority again, not procedures or other interests.

    To get this changed, here is a public request for research: http://www.onmentalhealth.org/.

    Eugen

  3. FuturePast

    I am in the exact position you mention in the article of trying to find out anything about the Dore programme online. Very few testimonials can be found.

    The only problem I can see with your idea of a discussion forum is that such lively discussion will lead to the principles of the method being more widely exposed circulated. In which case, will there be a need for the Dore Centres at all?

  4. Cant Reveal

    Chris, this is a great idea however empires are being built in the direct sales division that for some are worth £100k and a Mercedes Benz so this high ground will never be taken.

    Two questions Dore should answer

    Why is there no mention of price is on the web site?

    Dore are recruiting sales people through job sites why do they not advertise this program adviser role on its own website ?

    The answer is quite obvious but an official response would be good

  5. Scott Hall

    The problem with on-line forums is that some people might have an agenda and there’s no way of knowing who to trust. If a person claims to have gone through the program and says he is now worse off, it doesn’t help anybody make an informed decision because it might be a false claim. The only way Dore is going to build a solid reputation for curing ADHD, etc. is if there are more independent studies and investigative news reports. There are several links to reports on Dore’s site. One is a 60 Minutes report (positive) and another is a Fox News report (positive).

  6. eraina

    hi i beleive i am one of the people whi made such positive comment on this site..anyone interested in veiwing scans of my sons written work, school reports etc before and after the dore programme..please contact me at erainabrien@msn.com.. i cant praise this programme enough…im not paid by dore and as a single parent to two children (one dyspraxic, one with Asperger Syndrome) it wasnt easy to find the money but id do it all over again if i had too, for the iprovements and remarkable changes in my son.
    cheers Eraina xx

  7. Lesley Johnson

    Hi everone just to let you know Dore International are planning a forum in the near future this information comes from the Dore Boston site.
    thanks

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