Exponential Practice Growth
13th October 2011
"Five simple Questions"
The accused sat terrified in the
prisoner’s box awaiting the magistrates verdict …
“Guilty as charged! Sentenced to hang by the neck until
The condemned was the town cobbler, who days earlier in a
fit of blind rage had brutally bludgeoned one of his customers to death.
Normally a hanging was cause for celebration...
...but there was no cheering from the townspeople that
One townsman, in fact, mustered some courage and stood up to
address the court.
“If Your Honour pleases, you have sentenced to death the
town cobbler! He's the only one we've got. If you hang him who will mend our shoes?”
Presently, the whole room came alive with chants for the
After restoring order in the court, the magistrate thought
for a while, nodded in agreement, and overturned his own verdict.
“What you say is true”, he said. “Since we have only one
cobbler it would be a great wrong against the people to let him die. As there are two haberdashers in the town, let
one of them be hanged instead!”
What can be learnt from this little
For clinic owners, the lesson is clear. If you can position your clinic as desirably
unique and virtually indispensable to your clients, you can mess up a lot and still get away with it the majority
While it's doubtful you'll ever be lucky enough to have the
kind of absolute positioning the cobbler in this little story enjoyed, you can create perceived a positioning and
uniqueness about your clinic that comes close.
By unique positioning you avoid all competition and you
avoid having to structure your fees along the same lines as your colleagues. You get to treat more people and at a
fee that is appropriate to your own uniqueness…
…and all practitioners have uniqueness - unfortunately most
just choose to practice in a way similar to everyone else in the field!
What do you do differently to you
What makes your clinic stand-out
from the others?
Can you advertise and promote
Can you guarantee it?
Can you charge accordingly for
The power of unique premier positioning is what separates the very best clinics from the mediocre. Utilise that and
you will see your practice grow exponentially!