Exponential Practice GROWTH

Marketing Strategies for Unlimited Expansion


Exponential Practice Growth

  13th October 2011 

"Five simple Questions" 

By: W.J. Simmons 

     The accused sat terrified in the prisoner’s box awaiting the magistrates verdict …

     “Guilty as charged! Sentenced to hang by the neck until dead!”

     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 day.

     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 cobbler's release.

     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 story?

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 of times.

     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!

     Ask yourself:

What do you do differently to you peers?

What makes your clinic stand-out from the others?

Can you advertise and promote this uniqueness?

Can you guarantee it?   


Can you charge accordingly for it?

Source: http://www.osteopathicmarketing.com

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!