Over the past 8 years, I have read hundreds of books on entrepreneurship, sales, and marketing.
Unfortunately, most of them were not applicable to a medical practice. They were full of fluff and simply a waste of time. They could have easily been blog posts, or even newsletter emails.
Instead, I encourage you to give these 3 a read.
They’re well worth the time.
The E-Myth Revisited by Michael Gerber
I first read this book in 2013, when I kept seeing it in seemingly everyone’s top books list.
This book revealed, with simple language, all the mistakes I had been making as an entrepreneur. As a physician, I found it particularly eye-opening since I too, was guilty of going into business with a “technician” mindset. But, as you will learn from reading it, it’s not the way to build an enduring and self-sufficient business.
They Ask You Answer by Marcus Sheridan
This book was recommended to me by one of my peers at a Mastermind Group and it completely transformed my practice from 2015 onwards.
It is all about content marketing and how the best businesses are those who educate their clients by answering the questions they already have. Specially those questions none of your competitors want to tackle like price, risks, side effects, who is not a good candidate, when are alternative services better, etc. The concept behind it is so simple, that most people who learn it, don’t do it.
Fanocracy by David Meerman Scott and Reiko Scott
Finally, I think every doctor in practice should read this book.
David Meerman Scott is a seasoned marketing expert, having published numerous best-sellers (look out his New Rules of Marketing and PR, it’s a classic), and in this book is joined by his daughter Reiko, who happens to be a physician. In this book they explore the idea behind fandom and how businesses can facilitate this amongst their clients for increased loyalty.
