synergistic master plan for a wildly successful medical practice!
Starting a new practice? Or, reinvigorating a current one? Are you worried that you have to do it all? Well, guess what? You’re not going to want to do it all, and you shouldn’t. Your success depends not only on the choices you make, but also on the constellation of people you choose to surround you.
This is what I tell my clients constantly…especially my Naturopathic Physician clients. As a co-founder of Southwest College of Naturopathic Medicine & Health Sciences 20 years ago, I’ve seen too many medical school graduates, and even seasoned docs begin practices that ran them, instead of them enjoying their profession and their patients. There’s a balance to be found for sure, and I know something about getting there!
So I’ll put it right out there…in my opinion if you don’t have a Master Plan, you don’t have much of a chance at success. And, you definitely don’t have the right ingredients to be successful quickly. Believe me, there are many more reasons to put together a strategic plan so you know what you’re NOT going to do, than to know what you ARE doing. You know the old saying: “if you don’t have a plan to get where you’re going, you might wind up somewhere else”. Yikes! It’s way too time consuming and costly (not to mention those students loans that are licking at your heels) to wind up with an unsuccessful practice.
THE GIFTS AROUND YOU
Chances are you’re not going to be working in isolation in your new practice. Some of you may start out “alone”, but there are so many people who will, and can, be there to support you and provide resources, coaching, support and shoulders to lean on. Why not tap into these critical supporters at the outset? Why not give them a “status” as your personal Advisory Board - or call it a Master Mind Group (or any other clever name you create) - to consult with, during your launch and your first year or two? I haven’t met a professional yet who isn’t thrilled to share his or her knowledge and expertise with someone who respects their opinion, and wants to learn. There are definitely ways you can show your gratitude to them through your services, so don’t worry about it not being a mutually beneficial experience. Let them decide for themselves, if an investment in you is worth their time and effort!
Create a list of all the expertise you have at your fingertips already…your best friend might be a CPA or a bookkeeper, one of your parents might be a marketing and social media guru, I’m sure you know a realtor (everyone knows a realtor) who can help you find an effective commercial specialist, and hopefully you have a cousin or a college friend who is an outstanding Office Administrator. And then, there are the physicians who are already in practice, whom you admire and want to emulate. This is the time to gather the people who will help you make the transition from medical school graduate to successful medical practice owner!
This is where a business consultant like myself comes in....through a systematic planning process I create an environment in which all your supporters (even your closest friends) can contribute their time, energy and ideas to your Master Plan. Why not? They’ve all heard you talk about your dreams, they want to help you, and the idea synergy that gets created when we gather everyone is priceless to you.
WHAT HAPPENS TOGETHER
Have you taken the time to reflect on the legacy you want your work to leave? I know that sounds crazy when you’re just starting out, but it’s actually a directional guide for you. Thirty years from now, what do you want others to remember about your professional accomplishments, patient successes? Your answer provides the essence of your Vision Statement. Until you know where you’d like to be and share it, there’s no way anyone else can help you get there.
Next up is a written version of your purpose or mission. This 3-4 sentence masterpiece explains how you are going to reach that vision you’ve already articulated. AND, it provides the basis for all the networking you’re going to be doing, and materials you’ll be creating – including your web site. You know those elevator speeches everyone talks about? Well, the mission/purpose succinctly answers the questions: Who are you? What do you do? For whom do you do this? And, why are you doing this? You can introduce yourself anywhere you go, when you’re armed with this clear information. The saying is older than I am, but it’s still true: “you only have one chance to make a first impression!”
MEANINGFUL ATTRACTION
Have you ever thought about what values are important to this practice you’re establishing? Many times, the reason patients choose you – rather than another physician – is that they are attracted to who you are and what you stand for. But, how can they know that unless you’ve shared your values with them, and explained how they manifest uniquely in your practice? You guessed it, it’s another element of creating your Master Plan.
ENVIRONMENTAL SCAN
My work is all about helping others to put their visions into action. So, once you’ve laid the groundwork described above, you’re ready to take a look at the environment in which you’re going to establish and/or grow your medical practice. The same people who synergistically assist you to create your foundation (vision, mission, values) will be able to help identify trends in healthcare nationally, regionally and locally. Why do you need to know all that? Because you must understand the competition. You need to know the latest trends in your area of medical expertise and be able to answer a prospective patient when you’re asked why should I come to you, rather than another provider in the area? I’m certain there are unique reasons you chose to become a physician, and it’s important that you know how to best position, or brand yourself in your chosen location.
S.W.O.T. (Whaaat?)
When you complete the work described above, it’s a perfect time to have your supporters brainstorm an analysis of your current Strengths, Weaknesses, Opportunities and Threats. I guarantee you’ll have a 360 degree evaluation of your situation from them…and, it’s impossible to be thoroughly honest with yourself. So, why do you need to know all this? Because if you are ignoring or unaware of a major weakness or threat, it’s better to know that now and address it so you can be successful faster. And, brainstorming the strengths and opportunities together are the positive side of the equation!
GOALS & STRATEGIES
There are a million things to do and decisions to make when you’re opening a practice, so how do you know where to begin? And, what’s critical, important and just nice to have? That’s where achievable written goals come into play. The critical thing about goals is that they are written in such a way that you actually know when you’ve reached them…make sense? That means there has to be a deadline (date) and some sort of measurement. It doesn’t mean everything you decide is in “cement” but your Master Mind/Core Team Members can’t help you if they don’t know what you’re trying to accomplish, by when. When they’re on board with your vision, they can actually design and take on some of the necessary strategies to help you attain your goals.
Once you have your Vision, Mission, Values, Goals & Strategies in alignment, your support team members and any potential employees will actually be in attunement with your practice.
It’s much easier and more effective to “attract” employees and patients based on who you really are and what you stand for, than putting yourself out there without the love, care and support of the very people who want to see you succeed.
Make a list of the key people who surround you in your practice, and give me a call so we can create a Synergistic Master Plan that will put your Vision into Action this month!