I’m always amazed by the number of owners and operators of aesthetic medical practices and medspas who believe that the best way to manage their business is through constant change. In my experience, the best operated business is the one that opens it’s doors in the morning and proceeds to do the same thing today as it did yesterday, but even better.
The team at Acara Partners has coined a phrase for a great operations manager: “smart doer”. A smart doer is someone who is able to “do” the job and stay focused on doing the job, while at the same time they are “smart” about how they do their job. They use good judgement and understand that even though they need to be extremely consistent in running an aesthetic medical practice or business, they still need to be able to modify their decisions to situations and people in order to obtain the best outcome.
This leads me to the title of this post – “BADD: Business Attention Deficit Disorder. I am continually seeing owners and operators that have this “business disorder”. They get caught in a trap of chronic change, thinking that this type of action will grow their business. Typically, I see this mostly with the marketing effort. A medical spa tries one ad in one publication, and if there are minimal results, then it’s on to the next ad and the next publication. This is BADD, and it’s bad for business.
It is essential to create a plan and implement it consistently, making decisions that are not week to week or even month to month, but minimally on a bi-monthly basis. I realize that if a location is in a cash crunch situation, then every dollar counts, but that is even more reason to be planning carefully and implementing consistently.
Remember, lead generation is only one half of the effort. An effective sales system that fills and monitors the pipeline is the key to sustainable success for your practice or business.
So, here is my words of warning to all – don’t fall into a BADD habit: be a “smart doer” and you will succeed.