When we first started out, we knew how to help CEO's grow their businesses and become more successful. We understood how to help business owners create more transactions, we figured we could apply the same principles to the medical space.
What we didn't realize was that doctors are a special breed.
In our society, doctors have near-mythical status, having survived conditions that violate most Geneva convention laws.
They have endured hunger, thirst, sleep deprivation, a rigorous medical education curriculum intended to weed out the weak, and years of school, internship and residency before they can fully claim the title of DOCTOR.
Simply introducing themselves as "Dr. So-and-so" evokes a certain amount of deference in other people.
But the advent of the internet and the easy accessibility of medical information changed the nature of the doctor/patient relationship.
Rather than being allowed to simply be the expert in their field, patients are now emboldened to question their doctor's judgment and skill when they do not like the experience they have in a particular practice.
If they are dissatisfied, they simply typed a few keywords into a search engine and seek out another practice.
The idea of competition in business is easily understood in other industries. If you want to get a product into the hands of the consumer, you have to have a way to rise above the noise and help a potential customer understand why your product is superior to what is available in the marketplace.
Yet the idea that the same competition that forces businesses to spend the majority of their operating costs on marketing is somehow foreign to business owners in the medical space.
And make no mistake...
You are a BUSINESS OWNER.
You are in competition with other physicians, clinics and medical centers for patients.
You could be the best in your field, but if you are hard to access, if your practice is difficult to navigate, or if you lack a strong online presence, NO ONE WILL EVER KNOW.
That is why you need to stop doing the same things you have always done and start thinking like an entrepreneur.
Fortunately, we cover how to do this in...