The Surgeon who stopped marketing…

May 27, 2011

The other day, a 55 year old plastic surgeon called me looking for marketing advice.

For years, he had been recognized in his geography and his field as “the go-to guy.”

His schedule was packed.

He focused on his practice.

But, then, one day, he looked up and he saw that his schedule wasn’t as full anymore.

His high-margin activities had fallen off and newer, younger, more innovative, more customer-centric surgeons were taking his business….to the tune of $200k per year (I know I’m in the wrong line of work.)

“I need to do some marketing now to make up for that,” he told me.

I didn’t have the heart to tell him that he was already 2-3 years behind the curve.

That’s not to say he can’t fix it. He can.

But it’s a lot easier to do it before you need it.

It’s easy to put “marketing” on the back burner when it seems like you have so many other pressing issues.

But marketing is what you do every day.

It’s giving people reasons to talk about you to their friends and looking for any opportunity to make that happen.

When we forget that, we stop marketing.

Do I really need to say the mantra here?




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