McDonalds breakfast - the iMmmmportant clinic lesson on scaling

If you want a quick hot breakfast at a motorway service station, what are the options?? KFC, Burger King etc are all closed, but you will see a queue outside McDonalds at 7 in the morning.

This week I had an early start on the road to Middlesborough and popped in for a cheeky breakfast.?

McDonalds nailed it.? Look at most restaurants.? The overhead of the rent etc and most are closed in the morning with lots of potential customers walking past.

McDonalds thought, what do people need??

How can we get more from this space??

How can we get stronger??

BREAKFAST

With breakfast, not only are they serving people food and making more income for an extra 5 or 6 hours a day, people coming from breakfast get closer and more connected to their brand.??

If the customer likes the breakfast and “knows, likes and trusts” the brand, then chances are people come back when they have discretion for where to have lunch or dinner.??

And maybe they go with a friend or the entire family.?

And so to clinics.? Especially small ones.??

SMALL CLINICS

A sole practitioner only earns when they work.? Meaning all the rest of the time the property is not getting a return.??

We can also say that the business is not helping as many people as it could, there is no word of mouth effect and the business is static.???

Even with a small team, the clinic space isn’t being used as it could be and the brand isn’t getting stronger.?

Word of mouth is important.???

However if its word of mouth about you, then your business is always going to be limited by your time.? But if you have more services and team members, three things happen.?

1/ You generate more income when you are not working??

2/ If you have a service or team members, you scale your word of mouth.?Because now you have one or two extra strings to your bow working to bring in more patients and grow your brand.?

3/ With the extra income, you can invest more in your business to make it stronger?

So there is a multiplier effect on the business as a whole as the extra people coming to you spread the word as well.??

GETTING STRONGER

What happens to McDonalds when they have a constant line of customers from 6 or 7 to 11am, 7 days a week.?

With the extra revenue they can invest more in the business, in systems, in staff, in technology, in marketing.? The business just gets better and stronger.??

Most small clinics never scale because they are constrained by the owner.??

They never get beyond a certain income level because they are the same as everyone else and can only work so many hours. And they are vulnerable should the owner be on holiday or need time off work.?

McDonalds has several USPs, but breakfast is iconic.?

GROWING A CLINIC

Extra staff or associates is a way to grow.? For many small clinics, the chicken and egg of this is not having enough patients to cover a new staff member when they start.? Or enough waiting for it to be interesting enough for a potential candidate to come and work there.?

So they end up either small, or have room space not doing anything and costing the owner money every month.?

Adding a specialism enables you to scale your clinic.? To attract patients who aren't choosing your clinic right now.?

If you are a generalist, by definition you will always be the same as everyone else and your income will not evolve.??

What is your USP???

What are you really good at?? Whatever that is, my suggestion is to make it your specialism for the branding of your business.??

The clinics that say “we specialise in ACL injuries, ankles, frozen shoulder, neck pain, women's health ….” They miss the point of what a specialism is!? Pick one or two things and lean into them.?

And if you haven’t got your USP, back pain is by far the largest category in MSK.?

Like a McDonalds breakfast caters for an underserved diner, IDD Therapy helps patients with unresolved disc problems, sciatica and stenosis. ??

You will then be seen as a specialist in back pain, the go to spine clinic.??

IDD can be carried out by existing or new team members. ?It gives referrers a reason to look at you and remember the clinic, you charge more and earn more providing specialist programmes, it's easier to attract staff because you have more interesting services and you have an asset in your business.?

If you want to see what we can do to help your business, to understand the stages of clinic growth with IDD, book a call with me on my calendly below or text me 07817995886.?

If you have read to here, I’ll share my McDonalds story …?

When my parents were in their 80s, I would visit them in Leicester and take them to the 8 o’clock Sunday church service.??

I would then take them to McDs.??

Now, my parents had never been inside McDonalds in their lives.? Not their thing.? But mum would have porridge and my dad would have a muffin.??

It was pretty chill.? They were very happy with it, they didn’t eat a lot and we would chat and reminisce.?Golden times really.?

Sometimes when I go for breakfast there, I get watery eyes because I sit there and think of the nice times we had together.? And then I bite into my muffin and I am happy!?

And McDonalds, well they are ... loving it – kerching every time.?

Have a great day.?

Steve?

PS If you have thought about IDD for some time, know that the spine specialism is going to be everywhere.?The network and brand is just getting stronger.??

If you opened a McDonalds franchise today, you would make money, if you opened one five years ago, you would be wealthy by now.? The difference with IDD is you probably won’t make as much money as McDonalds, but you will help people get their lives back.

You only need a modest down payment to get started and you will earn substantially more money than you are right now, with the potential to scale in a way that no other MSK service offers. ??

Think of one of your rooms now as the clinic's spinal suite. ?How does that feel? ?It should feel strong. ??

You already have a sense of the elevation the IDD specialism will bring you.??

Useful Links:?

Spinal Decompression Show Podcast?

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IDD Opportunity Webinar Now

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