As doctors, we spend all of our time learning how to help patients. We have no formal business training. We are not trained in marketing.
Some doctors will pick up this skill set over the years – either by finding a good mentor; or by osmosis. Most will continue “wandering through the wilderness.” This book provides practical, how-to advice on how to build, grow, and maintain a robust, profitable medical practice (focusing on an aesthetic practice – but the content translates well into other specialties).
If you’re the only doctor for a given specialty within 50 miles, then you probably don’t need this book. If you live in a major metro area with scores of competitors, you’d be well advised to read this book to learn how to differentiate from the pack.