In the last 10 years there has been an explosion of options for podiatrists to market (differentiate) their practices. In the past, newspapers, Val-Pak, and the Yellow Pages had a stranglehold on professionals.
All three are dinosaurs and extinct (yes, all three). The Internet has changed everything and THAT is not going to change in our lifetimes. What you should do to maximize this ability to differentiate, to truly stand out in your market, is changing weekly thanks to Google. But for many years to come, the Internet is going to be the key tool to enable us to tell our story better than everyone else in our market. Remember, our story is simple: “You might be suffering from ugly toenails (for example), but there are answers. These other people had that problem and now they don’t; we can help you too.”
Making the Changes
In Charles Duhiggs book, The Power of Habit, he demonstrates that it isn’t necessary – or even possible – to focus on all of the habits you need to change in order to transform yourself. Simply focusing on one central habit allows you to change many. You have to attack this over time, in a “Slight Edge” way and ENJOY the process and the results.
As you look forward, it can be daunting to think about the sheer complexity that is required to just stay current. And this complexity is rapidly accelerating as well. It’s enough to make you want to leave and try something else. But that would be a serious miscalculation. Medicine isn’t especially cursed in this regard – it just seems that way to you because you are a doctor and in the middle of it. All professions and all businesses have serious complexities to deal with, too. Changing now would just land you in the same problem in a business for which you have much less training and no experience.
Instead, you must resolve (don’t “decide” or “plan” to do this, that’s not strong enough – you must RESOLVE to do this,) to intensively focus like a laser beam on your strategies for success. The rest will follow and fall into place and you will find yourself enjoying your chosen profession again and in ever increasing amounts. Browse the Top Practices website for more information about see how our Mastermind Group can help you.