Skip to content
  • About
  • Contact
  • Contribute
  • Book
  • Careers
  • Podcast
  • Recommended
  • Speaking
  • All
  • Physician
  • Practice
  • Policy
  • Finance
  • Conditions
  • .edu
  • Patient
  • Meds
  • Tech
  • Social
  • Video
    • All
    • Physician
    • Practice
    • Policy
    • Finance
    • Conditions
    • .edu
    • Patient
    • Meds
    • Tech
    • Social
    • Video
    • About
    • Contact
    • Contribute
    • Book
    • Careers
    • Podcast
    • Recommended
    • Speaking

Doctors: Keep your medical practice about medicine

Adam Banks
Physician
February 17, 2013
132 Shares
Share
Tweet
Share

There’s certainly a lot of buzz surrounding the word “holistic” in the field of medicine lately.  For the purposes of what I am talking about in this article, I assume that all, or at least most, doctors take a holistic approach to medicine.  Meaning that they can think across many of the body’s systems, understanding how one condition or component affects the others, and considering each aspect of a patient’s body in relation to how it influences his or her overall health.

What I am referring to in this article, however, when answering the question of whether your practice need to be “holistic,” is whether you need to offer a variety of different services within your practice, or if you should instead remain more specialized in what you offer.

The most successful practices I see are often very specialized, meaning that they don’t offer every service possible.  They only focus on offering the services that they do really, really well.  Very often, practices that try to be “holistic” are watered down or confusing.  Patients sometimes don’t seem to know whether they are in a medical practice or a spa any more.

My recommendation is that doctors keep their medical practices about medicine.  Strip out what is non-medical in your practice and get rid of it.  Offering massage, selling a variety of supplements, or providing alternative medicine tends to only water down the doctor’s portion of the practice.  It makes the patients confused about what your expertise is and what they can count on you to do for them.  And what do you really get out of it anyway?

Generally, all you’re getting from the arrangement is a small rent payment from a massage therapist or an acupuncturist, or maybe you’re getting a minor “cut” of any products being sold.  But what you’re really doing is watering down your brand for the consideration of a relatively small rent payment or fee.  On top of that, you are providing advertising for those other services and sending your patients to that provider, but you generally don’t see business coming to you in the other direction.

While I definitely believe that doctors should practice holistically, offering a whole body approach to diagnosis and treatment as it relates to medicine, I don’t think there is really any advantage to building a “holistic” practice – one offering a variety of different services to meet different needs of patients.  I think it’s better to do that one thing that you do really, really well.  Build your brand and have people know that when they need the type of services you offer, you can do it well.  Let them know what they can count on you to be able to do – and not do as well.

You need to only look at today’s retail stores to better understand what I am proposing.  It’s fairly obvious that the most successful stores only offer a limited scope of products.  In fact, “holistic” retail stores, ones that offer a wide range of products and services to meet the varying needs of their customers, are becoming relatively obsolete or are at least really struggling to stay afloat.  Look at the likes of JC Penney and Sears and you’ll see what I mean.  In contrast, have you ever seen an Apple Store that wasn’t loaded with customers?

Consumers are demanding more highly specialized stores that are good at only offering a few things.  People want name brand purses, want to get their outdoor clothes only from certain manufacturers, buy their electronics from companies that only focus on specific types of products, or only want to “spend” their calories at the best ice cream shop in town.

I challenge doctors to run their practices like a specialized retail store – a place that customers head to because they know what is being offered and can understand the value that comes from pursuing a product (or service in this case) that is better than the competition.  Places like that may not offer everything for everyone.  But what they do offer is sought after because of the easy-to-realize value of knowing that when people or companies put all of their effort into doing just one or two things, they have the advantage of offering a better product because they remain focused on doing what they do best.

Adam Banks is CEO, NY SportsMed, and consults on practice development, management and marketing. He can be reached on Twitter @adamabanks.

Prev

MKSAP: 76-year-old woman with dizziness, shortness of breath, and palpitations

February 17, 2013 Kevin 0
…
Next

Healthcare businesses need better managers

February 17, 2013 Kevin 2
…

Tagged as: Primary Care

Post navigation

< Previous Post
MKSAP: 76-year-old woman with dizziness, shortness of breath, and palpitations
Next Post >
Healthcare businesses need better managers

More by Adam Banks

  • 8 surprising thoughts about patient wait times

    Adam Banks
  • a desk with keyboard and ipad with the kevinmd logo

    Why doctors should be careful with Groupon and other social coupons

    Adam Banks

More in Physician

  • Tom Brady’s legacy and the importance of personal integrity in end-of-life choices

    Kevin Haselhorst, MD
  • The hidden truths of hospital life: What doctors wish you knew

    Emily Stanford, DO
  • The heart of a Desi doctor: Balancing emotions and resources in oncology

    Dr. Damane Zehra
  • The Iranian diaspora’s fight for liberty: Overcoming challenges in the largest women’s rights movement of our century

    Montreh Tavakkoli, MD
  • The harmful effects of shaming patients for self-education

    Maryanna Barrett, MD
  • The power of self-appreciation: Why physicians need to start acknowledging their own contributions

    Wendy Schofer, MD
  • Most Popular

  • Past Week

    • It’s time for C-suite to contract directly with physicians for part-time work

      Aaron Morgenstein, MD & Corinne Sundar Rao, MD | Physician
    • What is driving physicians to the edge of despair?

      Edward T. Creagan, MD | Physician
    • The untold struggles patients face with resident doctors

      Denise Reich | Conditions
    • The psychoanalytic hammer: lessons in listening and patient-centered care

      Greg Smith, MD | Conditions
    • Breaking free from a toxic relationship with medicine [PODCAST]

      The Podcast by KevinMD | Podcast
    • Revolutionizing COPD management with virtual care solutions [PODCAST]

      The Podcast by KevinMD | Podcast
  • Past 6 Months

    • The real cause of America’s opioid crisis: Doctors are not to blame

      Richard A. Lawhern, PhD | Meds
    • The fight for reproductive health: Why medication abortion matters

      Catherine Hennessey, MD | Physician
    • The vital importance of climate change education in medical schools

      Helen Kim, MD | Policy
    • Nobody wants this job. Should physicians stick around?

      Katie Klingberg, MD | Physician
    • It’s time for C-suite to contract directly with physicians for part-time work

      Aaron Morgenstein, MD & Corinne Sundar Rao, MD | Physician
    • Resetting the doctor-patient relationship: Navigating the challenges of modern primary care

      Jeffrey H. Millstein, MD | Physician
  • Recent Posts

    • Breaking free from a toxic relationship with medicine [PODCAST]

      The Podcast by KevinMD | Podcast
    • Tom Brady’s legacy and the importance of personal integrity in end-of-life choices

      Kevin Haselhorst, MD | Physician
    • The hidden truths of hospital life: What doctors wish you knew

      Emily Stanford, DO | Physician
    • 10 commandments of ethical affiliate marketing for physicians

      Aaron Morgenstein, MD & Amy Bissada, DO | Finance
    • The heart of a Desi doctor: Balancing emotions and resources in oncology

      Dr. Damane Zehra | Physician
    • Safe sex for seniors: Dispelling myths and embracing safe practices [PODCAST]

      The Podcast by KevinMD | Podcast

Subscribe to KevinMD and never miss a story!

Get free updates delivered free to your inbox.


Find jobs at
Careers by KevinMD.com

Search thousands of physician, PA, NP, and CRNA jobs now.

Learn more

View 5 Comments >

Founded in 2004 by Kevin Pho, MD, KevinMD.com is the web’s leading platform where physicians, advanced practitioners, nurses, medical students, and patients share their insight and tell their stories.

Social

  • Like on Facebook
  • Follow on Twitter
  • Connect on Linkedin
  • Subscribe on Youtube
  • Instagram

CME Spotlights

From MedPage Today

Latest News

  • Journal Shows Its Commitment to Exploring AI in Medicine
  • Do Away With 'Lockout' Period in iPLEDGE, FDA Advisors Urge
  • Cluster Headache, Migraine Linked to Circadian System
  • Smaller Liver Transplant Candidates Wait Longer, Less Likely to Receive Organ
  • A 'Double Whammy' for Gastric Cancer Risk

Meeting Coverage

  • Oral Roflumilast Effective in the Treatment of Plaque Psoriasis
  • Phase III Trials 'Hit a Home Run' in Advanced Endometrial Cancer
  • Cannabis Use Common in Post-Surgery Patients on Opioid Tapering
  • Less Abuse With Extended-Release Oxycodone, Poison Center Data Suggest
  • Novel Strategies Show Winning Potential in Ovarian Cancer
  • Most Popular

  • Past Week

    • It’s time for C-suite to contract directly with physicians for part-time work

      Aaron Morgenstein, MD & Corinne Sundar Rao, MD | Physician
    • What is driving physicians to the edge of despair?

      Edward T. Creagan, MD | Physician
    • The untold struggles patients face with resident doctors

      Denise Reich | Conditions
    • The psychoanalytic hammer: lessons in listening and patient-centered care

      Greg Smith, MD | Conditions
    • Breaking free from a toxic relationship with medicine [PODCAST]

      The Podcast by KevinMD | Podcast
    • Revolutionizing COPD management with virtual care solutions [PODCAST]

      The Podcast by KevinMD | Podcast
  • Past 6 Months

    • The real cause of America’s opioid crisis: Doctors are not to blame

      Richard A. Lawhern, PhD | Meds
    • The fight for reproductive health: Why medication abortion matters

      Catherine Hennessey, MD | Physician
    • The vital importance of climate change education in medical schools

      Helen Kim, MD | Policy
    • Nobody wants this job. Should physicians stick around?

      Katie Klingberg, MD | Physician
    • It’s time for C-suite to contract directly with physicians for part-time work

      Aaron Morgenstein, MD & Corinne Sundar Rao, MD | Physician
    • Resetting the doctor-patient relationship: Navigating the challenges of modern primary care

      Jeffrey H. Millstein, MD | Physician
  • Recent Posts

    • Breaking free from a toxic relationship with medicine [PODCAST]

      The Podcast by KevinMD | Podcast
    • Tom Brady’s legacy and the importance of personal integrity in end-of-life choices

      Kevin Haselhorst, MD | Physician
    • The hidden truths of hospital life: What doctors wish you knew

      Emily Stanford, DO | Physician
    • 10 commandments of ethical affiliate marketing for physicians

      Aaron Morgenstein, MD & Amy Bissada, DO | Finance
    • The heart of a Desi doctor: Balancing emotions and resources in oncology

      Dr. Damane Zehra | Physician
    • Safe sex for seniors: Dispelling myths and embracing safe practices [PODCAST]

      The Podcast by KevinMD | Podcast

MedPage Today Professional

An Everyday Health Property Medpage Today iMedicalApps
  • Terms of Use | Disclaimer
  • Privacy Policy
  • DMCA Policy
All Content © KevinMD, LLC
Site by Outthink Group

Doctors: Keep your medical practice about medicine
5 comments

Comments are moderated before they are published. Please read the comment policy.

Loading Comments...