When I was in graduate school , the specified reading was “Good to Great” by Jim Collins.
It’s a management book that explains why some companies make the leap from good to great… et al. don’t.
The profession spent weeks dissecting that book with us students, but there’s one chapter that’s so apropos to our industry that I wanted to share it with you and it’s called…
FLYWHEELS VS. DOOM LOOPS
I’ve condensed it tons but here is that the gist of it:
Good to great transformations often appear as if dramatic events to those observing from the surface , but are really organic, cumulative processes on the within that employment over the end of the day .
Meaning, there was no single defining action, ad campaign , or luck that built an excellent company.
Instead, the great to great companies followed a predictable pattern of buildup and breakthrough that takes effort to urge going, sort of a heavy flywheel; however, once it’s going, it builds momentum and hits some extent of breakthrough that becomes unstoppable and produces dramatic results without added effort.
But most companies follow a special pattern… the doom loop.
Rather than accumulating momentum, they struggle to skip buildup and jump immediately to breakthrough with one-off tactics that give them immediate but short-term results.
Instead, they get disappointing results because they fail to take care of a uniform direction, in order that they try another short-term tactic to urge immediate results and more disappointing results occur for additional failure, and presently they’re inside the destruction circle and heading for catastrophe.
The same thing happens in cosmetic surgery practices.
The naïve or average practices chase after the short-term gain by throwing time, money, and resources in the least sorts of shiny objects promising the planet .
Maybe it is a website company redesigning your website… again. Or Google AdWords that require a budget of the many thousands of dollars per month, or directories, or social media.
They try something for a month or two, do not like the results, in order that they jump from that to a different strategy promising to be the grail .
But they never stay long enough to urge any traction.
And, same is true for patient selection.
Many practices follow the one-hit-wonder patient versus the cosmetic patient who would be worth 10x their initial investment if they might put an idea in situ to nurture them, in request that they in a real sense become the practices’ neglected deals envoys.
So, going back to the “good to great” concept, here is what the successful practice does to become great:
- They map a cosmetic patient attraction, conversion, and retention plan.
- They prioritize in terms of budgeting money and manpower towards the foremost effective long-term strategies, proven to figure .
- They monitor their results and fine-tune as they are going .
- They stay the course and don’t change direction for short-term gains.
- They see results that still repose on themselves.
Said differently , successful practices define who their preferred and most profitable cosmetic patients are; then, they determine the simplest ways to draw in those cosmetic patients to them. They bond, educate and build trust thereupon patient before meeting them. They perfect the patient’s experience with the practice from the initial call they create to schedule a meeting , to the visit and therefore the refore the consult and the follow-up. they provide the patient a WOW experience before, during, after their procedure. They encourage that patient to return, review, refer and share on their own social platforms so other prospective patients discover you and undergo your processes and that they , too, return, review, refer and share on social so more patients do an equivalent then on then on
So now you’ve got a process and blueprint that builds momentum, so you’ve got a gentle stream of cosmetic patients on autopilot.
It has never been more important than immediately to urge your practice running sort of a well-oiled machine which will weather the storms of competition and COVID and whatever else comes our way.
Please reach bent me if you’ll use some help with this. i have been working with plastic surgeons for 20 years and may prevent a bunch of your time , money, and hassle.
Since Year 2000, Catherine Maley, MBA has been a corrective medical procedure development business and advertising advisor, creator, speaker, mentor, blogger, and podcaster. Her website is https://forbeshints.com/