Plan To Succeed

The other day while driving through my neighborhood another restaurant failed and closed in the same location for probably the third time. I hope three times is a charm because they never seem to survive more than a season or two. The restaurant industry is very volatile with expenses and dreams often squashed dependent on customers enjoying their experience and telling others, positive social media reviews and repeat business. Today with supply chain difficulty, finding and keeping competent work ethically and trained staff, the risks have worsened. Sound familiar? 

 

Restaurants are the ultimate service industry. They say it's all about location and I'm sure it was considered. Every chance for success was handled such as lighting, seating, color scheme, pleasant server staff, reliable kitchen and back room staff trained and ready to go with products chosen for taste and color. Loans have been secured with expenses thrown this and that way to assure a great run. Everything is in place, servers, kitchen, cleaners, tables and chairs all waiting for the first wave of customers. Sounds ready to go but what might be missing?

 

The location was chosen because it bypasses two main roads and parking is no problem. The menu was considered to accommodate most palates while chefs, fresh from culinary school, were eager to learn and help. Sounds ready to go but what may still be missing?

 

Prior to opening week, a test run, a soft opening, was offered for the construction crew, restaurant staff, management and their families. Everything went well, food was served on time, plates were full and tasty and service was without flaw. An all personnel meeting was called the next day with little critique, as everyone was pleased and hopeful that the restaurant would be huge success keeping everyone employed for quite some time and helping the investors realize their financial risks were worth it. Sounds ready to go but what might still be missing from this scenario?

Okay, it’s too soon to see if this restaurant will remain relevant after a few months. I hope so as too many plans and dreams went into it, so many people were involved and so much money spent. If they squander their funds, it may be the reason the others failed but if they do not use it profitably, they may sacrifice quality resulting in less customers, repeat business, word of mouth and social media's positive reviews. It's all relevant to our chiropractic practice.

Maybe prices were too high which tends to bring a special crowd that can afford it but leaves out others. Maybe it was the lack of sustained great service as enthusiasm wanes when complacency sets in since polices were not followed. Maybe it was quality as funds were dwindling at the same rate as their customers. Corners had to be cut, first downsizing staff, finding cheaper vendors and losing management to greener pastures. Can you relate this a chiropractic practice?

So, what is still missing, what component towards success did I not include in my story and how often do we make similar mistakes either as a startup chiropractic practice or one that has been around for a while?

 

Let's see, what was done to create awareness for the restaurant (your office), what budget was set aside for marketing and what public relations tools were employed to bring interest within their community (your office) and how much time was set aside to ensure that people (your patients) would visit their restaurant (your office) rather than having a marvelous facility ready to go but left to chance and luck to succeed. Consider This

 

The Taj Mahal, visited by millions each year, is a marvel of architecture and form, a wonder to look at but its main purpose was as a mausoleum, a tomb. Did the restaurant owner, investors spend any funds on promotion or community public relations, probably not. Was there a social media splurge prior to the opening day, probably not. Did the owner allocate funds for this, hire a PR person or provide incentives for new customers to tell others, probably not. They sure spent time and money to create the ambiance but without customers, it was for naught.

 

Doctors, the story above is real to too many young doctors exiting school hopeful to make a go in our profession. It is also true for the struggling veteran having their hopes and dreams squashed as the economy tanked along with their bank accounts.  Intentions and expectations were high, but circumstances squandered them. Yes, luck has a lot to do with success, but planning has a lot more.

This is a long winded story for a short answer to a time-honored question, why one succeeds while others fail. Could be they forgot to tell everyone. You want referrals from patients and community professionals then you have to create alliances, educate patients and leave little to chance.

 

Marketing may be the missing link. It can be as inexpensive as your report of findings, a new patient workshop, a knee to knee patient discussion about chiropractic, community health and wellness workshops, attending community events, creating professional alliances and having timely in-office events. Money should be set aside to create awareness through marketing but spent wisely with help from consultants or colleagues. We are trying not to create a beautiful edifice like the Taj Mahal, a mausoleum but a place of healing.

There is no competition since every car driving by your office has multiple people needing your care, your Fed Ex, UPS or postal person needs your care, every person you meet in the mall or about town needs your care, every parent and child has someone they know that also needs your chiropractic care. They need to know why and all about you. It's never a lack of new patients; it's always the lack of getting your story out.