During a two-day seminar I recently conducted with a large group of specialists, I noticed a phenomenon that illustrated the expression about "not seeing the forest for the trees."
I was explaining exactly how they can increase production and generate more referrals right away...and then they would ask questions about a personnel issue that came up last week, or coping with a troublesome patient they saw yesterday.
Don't get me wrong. Those issues are important, but at a time when 75% of practices have experienced decline in the past three years, endodontists must devote their energy to creating new systems for long-term success, not to yesterday's frustrations.
I understand why this was happening. Since the Great Recession changed the dental economy, many endodontists are frustrated, confused, angry, and—though few will admit it—afraid of what the future holds for them. They know they must make dramatic changes but they don't know where to begin, so they dwell on what's right in front of them.
The dental industry has reached a watershed moment. It's a time for big decisions, major changes, powerful new ideas. The endodontist you wanted to be when you grew up has grown obsolete. Not for lack of clinical skills or commitment. What's missing are business acumen and a clear vision of the successful endo practice in the new economy.
I urged those frustrated doctors at my seminar to focus on the big picture... so they'll still be around to take care of the daily issues after they've turned their practices around.