What do your visitors actually want and need?

When you are asked by an outside group for a tour of your facility, don't just think of it as a marketing activity. Instead think of the audience. Who are they? What will help them solve their problem? Why did they pick your facility?

Do they really need to know how many trauma surgeries you did last year, or instead do they need to tour your trauma department and talk to the surgeons and nurses? Do they really need to endure the standard dog-and-pony PowerPoint program or do they actually need a time to have a robust Q&A with, not your CEO or CNO, but rather your most endearing ED nurse?

When you are asked for the tour, first find out what your visitors actually want and need.