We are continually faced by great opportunities brilliantly disguised as insoluble problems. I don't know who wrote this, but it rings so true. Life is loaded with problems that either bogs us down with no apparent solutions or creates the opportunities to find meaningful solutions that enriches us in so many different ways. But what is the major obstacle that prevents a marketing plan from being successful?
As a dentist going through many national economic downturns, I had to deal with many difficult challenges to keep my practice moving in a positive direction. I felt the financial pressure of my family's needs, my dental team's needs, and my patient's concerns; all put a burden on my shoulders. Talking with some of my colleagues at those times did not always lead me with the solutions I was seeking. The average advice was that they would wait it out because it will eventually get better. When you take money out of your savings like I know some have done and I did once, that is not waiting it out. You just have become part of the downturn. Challenging obstacles or opportunistic solutions - the decisions reached will provide your future path. Your approach to marketing for new patient growth offers challenges today as well. But, just what is the major obstacle to a successful end result?
This weekend I went kayaking with my wife on the Turner River in the Big Cypress National Preserve located in South Florida next to the Everglades. What a beautiful river winding its way through different ecological settings and ending up in the Florida Bay. Amazing wading birds, watchful eyes of alligators, they all added to a trip of what Florida was like prior to condos and cool hotels. To negotiate the river you have to pass through many mangrove tunnels. These are literally tunnels in a massive mangrove forest that were both narrow to navigate and even narrower. Paddles were useless; we had to reach out for mangrove limbs and pull our way through these portions of the trip.
We went with a ranger guide from the National Preserve. As a group we numbered 7 canoes and kayaks. Our guide explained the difficulty we were going to encounter through the tunnels. Not only were we unable to paddle, we could encounter (although not likely) spiders, crabs and snakes that could be on the limbs we needed to use to maneuver. That's quite an obstacle for some, and one couple decided not to enter the first tunnel and turned back. The opportunity missed was simply the journey of unique sites that will draw me back there again. The decision my wife and I reached altered our path of wonderment that never would have been realized by turning around. The couple who turned back did not see the opportunity of what could be - only the challenge that had no solution.
Practices today are being challenged by the economics of today maybe more than I can ever recall. Is waiting things out the answer? It's not for me to decide. This and more are the decisions you have to make. Many are counting on you for your decision. Winston Churchill said, "A pessimist sees the difficulty in every opportunity; an optimist sees the opportunity in every difficulty." You are the proverbial glass half full or empty type of person. And as long as you are happy with your decisions, then that should be good for anyone.
I can only hope you will take steps preparing for the opportunities 2010 may provide. If your steps are a wait and see attitude, you can still work on your existing patient relationships. Make sure they know how much you appreciate the trust they have placed with you. How? Just tell them when you see them. And it can be in the office or even outside in the community. Imagine how a patient would feel if you see them at a restaurant with friends and or family, and you take the time to say hello and let them know how much you enjoy taking care of them. Always look for ways to enhance your relationship. Just saying something kind can mean so much more than 2 tickets to the movies. It's personal, and it's marketing; it speaks volumes of making an opportunity over an economic challenge. You may not want to spend any money right now, but you can still build relationships.
If your plan has a marketing budget, use your money wisely. Again, it's your decision. My perception is building relationships for long-lasting benefits will gain you the most for the years to come. Think about ways you can do things to benefit your community. Let your team know what you want to do and ask them for ideas. The power of many creates more than the power of one. Of course you can use the services of a marketing company; just make sure it's a good fit for you. Relationships are built on so many levels.
There are so many examples of how obstacles provide opportunities. But, remember the major obstacle is simply yourself and your willingness or unwillingness to respond to the obstacle. Even without paddles my journey through the mangrove forest provided a world full of beauty. Even with an economy that has challenged so many, your continued journey of your practice success with relevant marketing can be created by taking the time now to make your solutions the best you can. Once you can see yourself as the main obstacle you can then have a better opportunity to face any challenge and find the best solution.
No comments:
Post a Comment