Brad Stulberg said something recently that stuck with me: “The goal is the path; the path is the goal.” Brad says a lot of smart things, actually. He was incredibly generous with his time on The Burleson Box, where we talked about his book Master of Change.
What he’s getting at, I think, is the constant temptation to chase some big milestone—and then feel oddly disappointed when we reach it. We hit the goal, look around, and ask, “Is this all there is?” And then, as if we’ve learned nothing, we set off again, chasing the next big thing.
In our current economy, it’s worth considering how you show up to patients in need, what goals you’re chasing, and historically what has worked well both in- and outside our industry. There’s a rhythm to any market. And if you’ve been in private practice long enough, you’ve felt it. Right now, it’s hard not to notice the turbulence—rising costs, tighter lending, consumer hesitation. But here’s the thing: every downturn brings with it an opportunity. Not for everyone, but for those who are prepared–like Stulberg advises–to stay on the path.
If you’ve preserved cash flow, sustained lean operations, and avoided the temptation to overextend, you’re in a position of strength. While others are scrambling, you have dry powder. You get to decide where to aim it.
Now, I’m not suggesting a major expansion or risky new venture. This isn’t the time to start a seven-figure renovation or buy a piece of tech just because the rep promised a “wow” factor. What I am suggesting is doubling down on the core parts of your business that drive real value—the patient experience, referral systems, communication, and your marketing.
When your competitors start pulling back on advertising and tightening the reins on outreach, that’s when you show up more often and more intentionally. Stay in front of your patients, your referral sources, and your community. Be the one name they think of when someone asks, “Do you know a good orthodontist?”
I recently read a very compelling piece of research from Forrester. They found that 86% of consumers feel more positive about companies that maintain visibility during a downturn. Not only do they remember those brands, but they’re also more likely to buy from them in the future. In our world, that means more new patients, more starts, and more momentum when the market rebounds.
I’ve always believed that success isn’t hidden away high on a mountaintop—it’s hidden in plain sight. And right now, while so many practice owners are worried about what the Fed might do or what their peers are cutting, your opportunity is to get closer to your patients than ever before. That relationship is what makes you indispensable.
Here’s a better question to ask yourself: What would our practice look like if it were easier for patients to say yes?
Not easy for you. Not easy for your team. Easy for the patient.
What would your process look like if scheduling, financing, patient education, follow-up—all of it— felt like a breeze to the patient? What if the answer wasn’t a long consultation or a desperate discount, but a simple, confident invitation to move forward?
That’s the kind of thinking that turns good practices into great ones, especially in tough times.
So don’t let the noise fool you. The ground isn’t falling out from under your feet. But it is shifting. And if you pay attention, you’ll see where the opportunities are. Stay visible. Be strategic. And most importantly, stay close to your patients. If you do, you’ll come out the other side stronger than before.
If you want to talk through what this looks like inside your practice, I’d be happy to help. Just reach out or pick up a copy of my book Own It: The Smart Orthodontist’s Guide to Standing Out in a Crowded Market.
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