Are You Thinking Small Like A Practitioner Or Big Like A Business CEO – Interview with Lori Kennedy [Ep. 147]
In this episode of The Profitable Practice Podcast, I interview the Founder of The Wellness Business Hub, Lori Kennedy, about her opinion of the Practitioner mindset that is keeping practitioners playing small, versus the Business CEO mindset which gives you and your business the freedom you deserve.
THE NECESSITY IS HERE. YOU NEED TO MERGE YOUR BUSINESS ONLINE OR FEAR BEING LEFT BEHIND!
I think for most of us, when the pandemic hit and the doors to our practices closed without warning, we got a huge wake up call…. at least I hope you did. It was in that instant that you realized just how little control you had over your practice and ability to make revenue even when your clinical space closed down.
Many practitioners froze in place. Some started to think of giving up their licenses all together and go 100% online.
So, to breakdown the reality of the Mislead Practitioner and what running a true business looks like, whether on- or offline, I brought on a two-time special guest, Lori Kennedy – queen of the online business.
In this episodes we are breaking down the mindset that is keeping you playing small (Practitioner Mindset) and the mindset you need to adopt (Business CEO). We’re also exposing the reality of running your business entirely online..
In This Episode:
[0:46] How you are now looking at your role and responsibilities in your business since COVID hit?
[4:51] What were the most common mindset issues found in the community and how to deal with it.
[8:55] An observation from Lori Kennedy during the COVID crisis and the status of the people’s coping process and ability to afford services
[9:59] The difference between a Business CEO and Practitioner Mindset. How practitioners learn an antiquated way of running business and try to adapt it into a world that just wont help you grow.
[15:57] Mindset of treating patients making it a profitable business transaction.
[21:00] “Taking Responsibility” is what differentiates the mindset of playing small or making it big
[23:47] “It is a choice on how you proceed from this moment on”
[26:58] Discussions about having and making Business Online… ‘Before you make a choice, make sure that your heart is in it’
[40:36] Most Practitioners are not born Entrepreneurs, and that’s ok!
After You’ve Listened To The Episode, I Would **LOVE** To Hear Your Thoughts!
One of the best parts of any episode I record is getting to discuss the topic with you! So let me know your thoughts wherever you get social on the net, IG, FB, or email me – wherever!
Thank you for listening and learning with me on the podcast this week. Your commitment to improving the business aspect of your practice matters... Not only to you, but to your future patients and practitioners who want to be working with you. You were meant to help and heal people, so let’s get to work.
On this episode of the profitable practice podcast, we are going to determine if you are staying safe in the practitioner mindset or you are ready to evolve into or our being the business CEO. Stay tuned.
Hello and welcome to the profitable practice podcast with me, Andrea Maxim. Naturopathic doctor turned healthpreneur. In every week, I’m bringing you no nonsense, no BS actionable strategies to create a practice that is not only profitable but fully sustainable by you. If you’re an action taker like me and want to create a practice that is profitable, then you’ve come to the right place!
Hi everyone! Welcome to another episode of the profitable practice podcast. I’m of course your host, Andrea Maxim. In this interview is going to be a bit, tough love. So I’m preparing you for that because we need to have a very honest and frank conversation about how you are now looking at your role and responsibilities in your business since COVID hit. And I think a lot of practitioners myself included weren’t really ready to succumb to the idea that our school could not have thought us the wrong things and the model that we are practicing in could absolutely not be the wrong one and it’s supposed to be the one that we can bank our entire career off of. And I got a slap in the face when everything shut down. Now, mind you, I was prepared, I had control over every aspect of my business even as an independent contractor. So we were still able to make thousands of dollars every week while this was happening. but the number of practitioners that I saw that were staying in that practitioner mindset that short term mindset really worried me and that’s exactly why I wanted to bring on Lori Kennedy to talk about what she also observed once COVID hit her community of thousands of practitioners. And so we are going to have a very frank and honest conversation because this whole experience really got me in the way that I just like, “men, I cannot believe how misled we have been, how misled our schools have trained us and groomed us that the antiquated business model of seeing one on one people giving away all of your control to the clinic that you are paying rent to and continuing to play small and safe is the way we are supposed to be running our business.” And if anything has shown you that the opposite is, in fact, true that there has to be an awakening of all practitioners that are not in the medical industry that need to know that this is the business first and you are practitioner second. And if you are not showing up to your business like a business taking full control of everything that happens in your business and full responsibility for what you’re good and what you’re not good at and reaching out to the people who can help you, then we have a whole another conversation to have. So let’s jump into that interview now.
Andrea: Lori! Thank you so much for coming on again to the profitable practice podcast. You are one of my very first interviews when I first launch this podcast a few years ago, so it’s so great to like now come back and revisit on how we’re both doing and how your business’s change and how my business’s change and of course how business, in general, has changed. And for those that don’t necessarily know you and I don’t know why they wouldn’t maybe just give a quick brief like exposure to like what your business is all about and what you’re doing.
Lori: Yeah! Thank you for having me back. It’s been a while. So, hi everybody I’m Lori. First and foremost I’m a mom, I have two kids and second I am the founder of the Wellness and Business Hub and so what we do over there in my corner of the internet, is we support practitioners and coaches who wanted to establish and grow their online virtual businesses. So we work with any type of designation you could think of from sexologist to dental hygienist naturopath’s health coaches, parenting coaches like anyone and everyone who wants to establish and grow online, that is what we do.
Andrea: Now, this is why this podcast episode is so important because we are just now probably week eight into the quarantine and I know a lot of people just felt rattled by what happened and how quickly they lost control over their businesses and you have such a great finger on the pulse as to how your community responded. I would love to hear from you what were the most common mindset issues that you found your community was just like, “shit, what do we do?”
Lori: Yeah. It’s been a really interesting thing to sort of navigating but also because my personal company didn’t change at all the functionality of that because I’ve been online since 2012. I close my nutrition practice fully in 2014. So it’s just been really interesting to navigate the outside world and then also support our practitioners. So at first, it was shocking to everybody and nobody sort of knowing everybody completely panicked. And we recommended that they create some type of lower price offer to continue to make sales because of no matter, and I think this is where the mindset differs of clinicians to a business CEO because in my mind and in the minds of my client who made that shift, they’re like sales, right? I run a business and I need to keep the machine going. And so they are like, “what do I do to continue to lead to growing my audience to nurture my audience and enroll people into my offers make sales like the delivery is the easy part almost, right? And so we came up with a couple of different ways to do that and then things started to settle down and quite honestly we’re not seeing any decline in higher-priced program enrollments. You know from any of my clinicians or coaches or practitioners across the board. It was, you know people got shooked I would say like the end of March beginning of April but we had a number of our clients record typical sales months, record sales months in April. Which we didn’t think would happen. So whether COVID is giving people more time at home to work on their health and well-being or it lit a fire under my clients’ bums in order to I’m gonna take this challenge that was just thrown at me and I’m gonna crush it. And the resolve became so much greater but obviously we’ll see what happens in May and in June because it’s really not business, as usual, its business the best you can right now and that could change if the government makes a big announcement that’s gonna throw everybody into a tizzy again. And while just being entrepreneurial, we will roll with the punches because we don’t have another choice.
Andrea: Yes! And I want to just say one statement that even our clinic was still running, we still made pretty much the same as we would have not nearly as much as we normally would have but we still we’re in the black the whole way. And I think one of the biggest assumptions everybody made was no one was gonna part with their money and yet I think people are so bored they’re like I just wanna buy stuff and they’ll buy stuff whatever you’re putting out there. And I think we need to drop a lot of those assumptions and stories that we started making about our clients and their ability to afford our services I just don’t think that quite translated but mind you at the beginning nobody knew what was happening at all.
Lori: Yes! I would say for the first three weeks it was you know we did see a dramatic dip in sales in March for those like the last sort of two and a half weeks and then things got settled again. You know the way that we looked at it the way that we are working with our clients is the COVID, we called it the “COVID objection”. You know, it’s just another objection. The money objection is always there whether it’s COVID or its summer or its Christmas. It’s just another you know that speaks to your ability to really be able to choose the right client or patients and know your worth and know your value and your ability to navigate to those objections that come up no matter what.
Andrea: I want to, I’m gonna take a hard pivot here. I wanna go back to the difference between a business CEO and a practitioner. I firmly believe that everyone has been very intensely misled and even I had to be slap in the face by when COVID happen about how we are learning such antiquated and we’ve had this conversation together, antiquated ways of running our business based on an old model that just quite frankly doesn’t exist in the way we’re being taught in school. How do you think that education that practitioners are getting is just feeding into this either practitioner mindset or business CEO mindset?
Lori: Yeah. This is something that I have very strong opinions about…
Andrea: You don’t have strong opinions, Lori?
Lori: I have very strong opinions about this particular topic. And the reason why I have very strong opinions about it is that not having a CEO mindset actually poses harm to both your patients and your own self and your family. And it’s not because the money and making money is wonderful, don’t get me wrong. It’s a byproduct of your ability to transform lives, right? But if we look at your ability to transform lives, it is completely capped by the business model that we were all taught, right? And therefore your income is capped, therefore your time is capped, everything is capped and what we’re doing is we’re running a very transactional practice, you’re selling sixty minutes of your time for whatever your hourly rate is let’s say a hundred and seventy-five, two fifty whatever it is for XY and zed results, right? And we’re not looking at the model from an actual business perspective. We, I’m saying we because I was a registrar holistic nutritionist full time seven years I paid my bills the whole nine had clinics… I did that. Like I did that dance for a long time. And although I’m not regulated so I wasn’t necessarily down by those certain things I still had to comply, so I had to go to still practice. You know, I understand. And because I wasn’t nor is anyone in alternative health being trained that your professional education and your training is like your tool bell, right? And it’s like we call it like your SKU, you know it when you go into a store it’s like an SKU? Right? Like naturopathic designation is like an SKU, right? Your ability to run labs, that’s an SKU. Your ability to do a GI map, that’s an SKU. Like you have the SKU’s. And if you don’t know what to do with this SKU’s, you don’t have a business you just have SKUs, right? And so with the clinician mindset, it’s very transactional. It’s let me sell you my time for a hundred and fifty dollars, let me write you a prescription for XY and zed thing and there is no ongoing care, there is no ongoing support, there’s no interaction in between, there’s technically not even a follow-up. I’ve been to loads of naturopath where I was shock-like “Oh! Hi! You wanna ask me what I’m doing??” right? Like, they’re not thinking about us an actual business. They’re thinking about us as a doctor-patient transaction. And that. That might trigger you, you might get angry at me but if you look at the way you’re running your business, is that true? Right? Or have you set up the key or I would say pillars or components of highly successful businesses regardless of the SKUs, right? Like if you look at highly successful businesses online, offline and you pull apart what makes them successful, it’s not transactional, I mean sure there are transactions but there are so much more to go into it and I know because I’ve been hired to teach naturopathic doctors in the college, I know that mindset isn’t being taught, I know that skill set is not being taught, we have hundreds of people come in like I have to constantly reframe like this is not the way that any CEO would behave in a profitable business and that is evident unfortunately it’s like you know it breaks my heart and this is like why I have a strong opinion about it because that is the evidence by COVID, right? Evidence by how many, not even just alternative it’s allopathic too. Like clinics had no way of communicating with their past patients, current patients, or whatever who haven’t been, right? And you close the doors and everything came into a grinding halt. That is a very old school way of running a clinic business given the fact that we have the internet and all of these technologies that you can absolutely leverage. And it’s just that the opportunities aren’t being taught to the clinicians who absolutely should be taking advantage of them.
Andrea: The other piece of this conversation that keeps coming into my mind as you’re talking is I feel like if were to almost identify where they’re mindset is at? I would classify the practitioner mindset is very short term at the moment you know got my visit done hopefully it will all workout tomorrow but I’m just gonna focus on this step and keep moving forward every day where’s business CEO mindset is long term and I think that was incredibly exposed when we had this idea at least in Canada we had the two thousand dollar wage subsidy that you could nor not wage subsidy but the payment that you could get to prove or stop making money immediately. And the number of practitioners that I saw that were like I’m just gonna treat patients for free just so I can make the 2K and yet in my business we were making four to five to six K a week times four like this just shows me exactly how short term your thinking is but this will end and things will go back to a new normal and if you haven’t been in touch with your people, if you haven’t offered them services of yours because you wanted to collect two thousand when you could’ve collected eight times that or ten times that or five times that even it really showed where everything kind of lied and it was the people that sailed through had that long term mindset, I’m gonna keep going, I’m gonna keep grinding and I know that there is a light at the end of the tunnel so I’m gonna make sure that all of my pieces are still in place and that I’m remembered. Short term practitioner mindset was like “Oh shit! Closing down, not gonna do anything, I’ll just wait to get back.”
Lori: Yeah, right. And I see that COVID or not, right? I think it all comes back to all of us, it’s like we go to school whatever the schooling is and we get out of that school and we’re trying to do things on our own like the rug pulled out under us because all of a sudden the reality is of what is being like a slap in our face and what is when you wanna have a long term financially profitable business that looks like clinical practice, right? Then you have to treat it like a business and not like you’re a clinician and you know… Doctoring patients, right? And again it goes back to none of us were really exposed to what that reality looks like nor were we trained but that doesn’t mean what’s that actually is and so you’re left with this question of “Well. Ok, am I gonna put all of this energy and effort to take home forty maybe sixty maybe eighty thousand dollars?” because there’s obviously tremendous overheads and all of that good stuff, right? Or am I really gonna learn the business? So that I could take home a hundred, hundred and fifty, two hundred because there’s all of this opportunity out there and I am refusing to just stay in the little narrow box that is not serving me or my patients because that’s the way that it always been done, right? And I think what COVID did if we look at the benefit of what COVID did I hope that this pandemic really shut things up for those people who were very much operating in their little tinnie tiny box and knowing that this bigger opportunity existed but because they didn’t have a gun to their head. There was no reason for them to sort of step outside of that very small transactional way of learning to venture out and like up-level skills learn sales and marketing, learn how they can modify what they are doing with the work on the internet. And I hope, I hope more than anything that that’s what COVID did because I know what the opportunities are and I see them with our clients and I think that’s why I feel so strongly about it because I know that there’s a better way to do things that give you more of time, freedom and for sure more money in your pocket.
Andrea: If there is one word that is coming to mind differentiating again the practitioner mindset and the business CEO mindset, I think that word would be responsibility, I think there is a lot of lack of responsibility for how their business outcome is and therefore when everything shut down they’re like, “Oh shit! I don’t have an email list because I didn’t take responsibility for keeping track of my emails. I didn’t take responsibility for making sure that I could access my business no matter where I was through other technology that I can control completely.” Where are a lot of people that are in that business CEO mindset they’re like, “I’m responsible for my business acumen.” I can’t blame it on anybody else I take full responsibility for my success. I take full responsibility for my limitations through the stories I’m telling myself. I take full responsibility for how small I’m playing and it’s my responsibility to reach out or seek out those people that could help me grow and develop the lifestyle that I want to. And I wanna be very clear here that we’re not trying to strive for million-dollar businesses not too many practitioners that I’d talk to want a million-dollar business. They want to have a lifestyle, they want to have freedom outside the office and they want to feel that their time is valuable and they wanna spend time with their family. What do you think about that?
Lori: Yeah. First I just wanted to say like you know because of the size of my community I know that most people don’t have any malice, I know this. I know that most people don’t understand the tech and so if you had a clinic let’s just say or clinical practice of some kind and you weren’t in any way prepared for this, it’s like you know that saying like “Fool me once, shame on you. Fool me twice, shame on me” like right? There you got a pass. You know be grateful that COVID showed you the holes and now it’s your choice, right? So like “Okay, so you didn’t have it” okay maybe you genuinely didn’t just realize of how important it would be and you’re following hipper pepida and you’re like “Okay I’m doing my due diligence, and I have the list and have it secured” and you didn’t know that email marketing was a necessity, right? Okay fine. But now that all of this has been exposed, first be grateful that you were shown it but now it’s up to you it’s your choice how do you proceed from this moment on and I think that’s the point. It’s not, men I wish I would have done these x months ago, it’s ok.
Andrea: Here we are…
Lori: I was really constrained by this like I’m not having any email list, I’m not having any ongoing communication with my patients and clients, not having any additional revenue streams over above my time, right? So now you’ve been exposed you see this gaping holes and the choice is now a responsibility. How are you gonna move forward? Are you gonna go back to normal quote and quote which clearly what didn’t you want like three weeks off? Like what happens? Right? So, what if you got sick? Randomly for a month, right? So I guess what I’m saying is transitioning from this very you know I’m gonna use the word “corporate” is like this very status quo standard corporate mentality of this is how I have to do it. And I’m a clinician and therefore I don’t need marketing, I don’t need sales and I don’t need any of this stuff because I’m a clinician, right? You know what? I really wanna have as much of impact as I can. I wanna leverage my time to the best possible degree and yeah I’d like to take home eighty thousand, a hundred thousand, a hundred and fifty thousand dollars, I’d like to take that home versus my clinic making you know a hundred and seventy-five and me taking home fifty. Because I’m gonna venture to guess that that’s what’s the norm is, right? On average. Remember I said one time I was like naturopaths are broke and like a bunch of them got up on my back and they’re like “You can’t say that you have a six-figure practice because what does that mean?” that means you’re taking home two thousand dollars a month, maybe three, come on now! Like I’m sure you didn’t go to school for ten years, right? To take home three thousand dollars a month. So why are we setting the bar so low? Right? Six figures is eight thousand three hundred and thirty-three a month! Like, come on! Right? I know where your naturopathic college deck is like I know what it is! So it’s like this is the opportunity like who would afford the opportunity to like to go one way or stay the same and it’s so interesting to see the people who were like oh men like I wanna rise to the occasion like you said or the people that are stuck in fear and taking a sort of the I don’t wanna say the easy way because none of this is easy but sort of just rolling with the hand with the dealt versus taking control of their own destiny.
Andrea: Yeah. And here are the two schools of thought I’m now seeing. Is now people are like jumping ship, hopping that fence, it’s got to be greener online and this is really where your business shines and again this is a huge reason why I wanted to have you on today. I still believe that you can keep the brick and mortar and merge online. You don’t have to abandon ship like a lot of people are really contemplating dropping their licenses and just like doing whatever it is they want to so I also wanted to expose what running a completely online business actually looks like and this is where you’re 10K program comes in but I feel that and my fear is that when people are making this jump and they’re like okay I’m dropping everything, I’m forgetting all of my education and my identity as a licensed practitioner because I think the laptop lifestyle is easier. COVID showed that if you’re online you’re gonna crush it. So I’d love for you to expose the reality is when you’re working with your clients like this is what an online business looks like? And point blank it isn’t easier. It just isn’t.
Lori: it’s definitely not. First I wanna say that when it comes to making these decisions, we should take off the rose color to beer goggles because it always comes down to what do you want and how hard are you willing to work to get it. Right? If you want to be able to travel with your family and live out of a van and do that kind of nomad lifestyle. Yeah! Maybe having a totally online business is right for you. You know, I was in the clinic… You know I’ve never had a corporate job. So from the time I was nineteen till the time I was twenty, fourteen like I don’t even know. Do I look like thirty-nine yet? For a long time, twenty years I was in house and wellness, I was in gyms, I was doing all of this things like I had that and you know I went online and it wasn’t even… I didn’t set out to have like a fully online business. I never thought that I would close the clinic. It just got my life circumstances to change anyway so what I’m saying is before you make any decisions because no matter what you do it is a tremendous amount of work no matter what you do. So you better make sure that your heart is in it for the right reasons and that you’re here for the long term. There is no magic pill, there is no like being stock you can climb, there’s not there is no easy way out. And in fact, I would even venture to say that online is harder.
Andrea: I would agree.
Lori: For the first three years. Once you have it dialed in, I’m gonna go switch that and say that it becomes like a machine and you just have to do it you know simple upkeep but it is simpler than a clinic. After you’ve established it and its running like a machine which typically takes about three years where you are working like a freakin dog. So I’ll just say that but, make sure that you have the end game in mind, right? I wanted to be able to stay at home. That was my goal. I’m a single mom. I need time and freedom first and for most. I needed to be one hundred percent in control of my finances and having a clinic didn’t allow me to do that. And I really wanted, millions! Like I know a lot of people don’t, I do. I want millions of millions of dollars so that I can have it for myself but also we have a foundation and the foundation supports a lot of philanthropic causes that are near to my heart. I’m also willing to work my ass off. I sacrificed a lot. So let me just be clear about that.
Andrea: One of my, I’m gonna interject there because one of my absolute favorite things is that I’ve heard you say and I think this was even like when I first met you so I’m in the tenth year of my business right now is if you don’t show up to your business, your business will not show up to you. And you show up to your business every single day no matter what and I think that if there is any sort of gold nugget anybody takes from this, it’s that. Regardless of whether if it’s online, offline you got to show up and you got to show up.
Lori: And you know. So, with an online business, the learning curve is much greater which is what makes it harder, right? The learning curve is greater and the exposure is greater and so for a lot of clinicians, a lot of practitioners being publicly exposed is actually what holds them back from growth, right? Because you can I’m going to use the word “hide” but you can hide in your clinic and you get referrals and you get foot traffic and nobody knows you outside of you know your patients and you’re not exposed, you’re not exposed to criticism, you’re not exposed to competition, you’re not exposed at all. Right? And so the public exposure and the requirement of becoming a brand online and also the learning curve is what stops people it’s also the least two things you talk about you know if you don’t talk about the learning curve and the mindset shifts are required in order to show up as a brand and put yourself out there then you know sure it seems like “yeah, you know my colleagues are killing it” while you don’t see what they’ve been doing behind the scenes so I’ll just give you an example, our licensed clinicians that are killing it right now that we’re able to grow in March and April and will likely grow in May have already been online for I would say a minimum of eight months but moreover a year and they have it dialed in.
Lori: They have it dialed in and they’ve worked at it and our clients you know go from zero to online set up in six months. They’re working day in and day out and they have deadlines and they have all of the stuff and it’s not like “Oh, let me just put together a four-week program and put it on my website” like that’s not a thing that works.
Lori: It’s a business. Right? It’s a business. So anyway, you know there is no magic pill, there is no easy way out building a business in any industry is hard that’s why a lot of people don’t do it and that’s why a lot of people have to throw the towel in after a year and eighteen months and I think there’s something like if you make it to three years you are like one of the few and if you make it to five you’ll be ok kind of thing you know so there’s some truth in that.
Andrea: Absolutely. And I think that one of the biggest things about going online is that a lot of people don’t know is it’s a hundred percent grit with one system in place. So the biggest problem I see with entrepreneurs, in general, is they will launch something once if failed they’re like “peace out” that doesn’t work for me I’m going to try something completely different spend all my time and effort to try this new thing and if doesn’t work out a little bit, the peace I’m out moving on.
Andrea: And in the offline world, you can get away with that a little bit easier, you can test to the little bit easier you get almost instant feedback because you’re constantly in front of those people and you just kinda get a feel for, how you’re language is working, is there a connection there but in online it’s completely binary and you don’t know why people aren’t purchasing and often times it’s messaging I mean the worse when it comes to messaging. But I think that’s another element that needs to be put into place it’s not that you just have to work hard it’s that you have to be willing to like to get knocked down, figure it out, get back up.
Lori: And listen. You know, I feel like we’re making it all the same as human gloom. You know. I think that it’s because if we go back to this idea that we all went to school to learn a trade, right? It’s the same thing if you were a plumber if you went to school… If you like did your training to become a plumber it’s like okay now I know plumbing, now what do I do? And it’s a whole other skills set that must be acquired in order to have a successful plumbing business. They’re not the same thing, right? They’re not the same thing. And so when you go to school to become a naturopathic doctor or any other type of you know health professional. You come out and you are like “cool! I have these skills” but they’re not transferable at all. In the way of establishing and growing a successful business whether it’s on the internet or not. And that’s evidence to buy how many naturopathic doctors cannot grow profitable clinics. Right? Sure they have a clinic, sure. You know, but if we really look at how profitable their clinic is against their time, their energy, it’s not that profitable. For the most part are there anomalies? Sure. Are there unicorns? Absolutely. Right? But again, if we took the average take-home pay from the end of these, listen I have no stats on this but I’m going to make some assumptions giving what I know then it’s not more than sixty thousand dollars. Take home, right? And that’s really unfortunate, right? That’s really unfortunate and the point is that that’s because you are not running your practice like a business. You were running it like a medical doctor and you are not a medical doctor, they get a whip, right? You were running it off of an allopathic medical model and you are in fact a business, right? But you weren’t thought to run it that way, you weren’t thought to run the numbers like a business. We’re though to run it off a model that doesn’t exist for you. Right? Because you are only paid via insurance and the idea of all of that stuff or cash but you weren’t thought that and so really interesting to see the mindset of you know Canadian clinicians versus the US clinics. Because in the US, right? They already know cash they know that it’s a business. Right? They’re like “how do I make the money?” like they… It’s a different mindset so it’s really interesting because if look at the roots of it, it was modeled after the medical model.
Lori: But doctors paid differently than alternative health practitioners and so I really do think that it’s an up-leveling of skills so you went to school and you acquired skills to be able to treat patients not to run a successful business.
Lori: And so if you want to run a successful business that treats patients, that’s what the business does that’s you SKU, right? Then you have to be prepared to invest time, money, energy and the skills that will going to afford you a profitable business. Right? And that’s the truth of it and I think that for a lot of practitioners they don’t think like that and want that light bulb turn on and like “Oh my God! Yes! That makes so much sense” but then the feeling of like being defeated kicks in because they’re already tired, they’re already burn out and they’re like “Oh my God! I have to go burn all of these” I don’t want to do that, I don’t want to market, I don’t want to be a branch, I don’t want to go on social media, I don’t want to do those things. And so if you don’t want to, then don’t but don’t expect your current situation to change that.
Lori: That’s you know with all the love and respect, that’s the truth of it because you can’t get something you’ve never had staying the same.
Andrea: And I’m going to close that loop up with if you can at least acknowledge where your weaknesses are? You can hire people or lie with people who will support you in that. So I also like to say that not every practitioner in fact let’s say most practitioners that graduate is not entrepreneurial it is not in their wheelhouse, that is not their zone of genius. You can align with other practitioners with other partners, other mentors, business coaches that will help guide you and walk you through all of that. And so if your lifestyle and if your goal ultimate goal is to go online then I think Lori is a fantastic person to reach out to because this is what her wheelhouse is. And if you’re wanting to still stay offline in a practice but merge into the online space and do both of that, that’s where our business comes in to play. This is two people in an ocean full of others that can certainly support you and I think it is just important to acknowledge that I think so often we get trust into this we have to become entrepreneurial and I have to squeeze my square peg into a round hole because this is also what I’m being told to do. But I think if we also take a step back and say this is never gonna be me, I’m never gonna do this, this is just not what I want to do all I want to do is show up and see patients then it’s also your responsibility to find the people that will accomplish what you’re just not good at.
Lori: Yes! Absolutely. And that’s what I’m trying to say that you have to go back to, what do you want? You know, what do you want? What are you willing to sacrifice? How much are going to invest in? If your goals… Whatever your goals are. Go and find the people and the skill set that is gonna bring you there. But what I don’t want and this is why I feel like such a strong feeling about it is I don’t want you to resign yourself to this is the way that it has to be because I’m a naturopathic doctor. Because that’s just complete BS. Right? And so, I just don’t want you to settle for the status quo if you want something different. Not even something more but just different if you only want to do different things, if you have other passions you want to bring it in your clinic like if you’re multi-passionate like there is just so much opportunity out there and I just don’t want to see anybody keep themselves in a box simply because they are naturopathic doctors with regulations and just or whatever they go for practice and it doesn’t have to be that way. It’s just doesn’t. And there’s so much opportunity out there it’s just you always have to go back to you know, who am I? What I’m willing to put in? In order to get this outcome.
Andrea: If people wanted to reach out to you, what are some of the best ways?
Lori: I think first and foremost on Instagrams at LoriKennedyinc and Lori at Kennedy inc or you can join our Facebook group its, “take your health practice online” it’s a fairly engaged community of like a really supportive practitioner. We do a lot of free training in there, you could go and join that. Yeah.
Andrea: Awesome! Thank you so much for coming on.
Lori: Yeah! Thank you for having me.
Andrea: So as I said and I really hope that you have been shaking up and kind of rock a little bit because that interview was pretty rock but it is the truth and we are saying all of those things with love and with observation and with only the best intentions that we want you to have. As I said, I don’t believe you need to give up your license or drop the idea of being in a brick and mortar business. I certainly am not I’m gonna keep both of my practices running while we still adopt more online things or creating an online program to add to our patient curriculum or doing a lot more webinars we’re going live, more of work, doing more of the online tech things while still supporting people in our one on one in-person fashion. If you are struggling if what your next steps are and you don’t know how to merge these two items, I want you to book a game plan call with me. The link is in the show notes and it is a thirty minutes call and we’re just gonna layout everything. We’re gonna lay out the blockers that you have, the limitations you perceive that you have, and where the opportunities are for you to grow significantly. So please book that thirty-minute call, I’d look forward to chatting with you. I am Andrea Maxim, this is a profitable practice podcast and I’m out.
You guys are killer! Thank you as always for listening to the profitable practice podcast. Leave me a comment and if you haven’t already, I would love a review on iTunes. Definitely! Subscribe to this podcast and leave me a quick review. For those ready to maximize practice, contact me at www.maximizedbusiness.ca.