This month's newsletter article is devoted to the mysterious subject of marketing, a topic that horrifies and thwarts most physicians starting out in business.

Even going into private practice as a doctor demands some basic marketing skills nowadays. Gone are the days when you could "harrumph" in your white coat, sound smart and ever-so serious, and have Aunt Betty tell her bridge buddies what a great doc she has!

I am willing to acknowledge that I shared that perplexed feeling and incipient dread at the thought of having to go out and find clients to coach when I hung up my coaching shingle. Way back, it had been relatively easy building a private practice when all I had to do was act nice, listen a lot and explain my thoughts about treatment. People knew what physicians did - they didn't get that blank stare as they did when I tried to explain what happened in a coaching relationship

As a result of some pretty serious dollars in my education, not only do I no longer avoid marketing conversations and creating plans, I actively welcome them. It brings out the passionate conviction in me that coaching and helping physicians become great business people are valuable services, the skills for which I have worked really hard to hone.

Let's see what you think!

What are your biggest headaches about marketing?