~経営革命~特別な存在となるために episode1

読んで頂きたい方

  • これから開業を考えている若手歯科医師
  • 今後より飛躍したい歯科医師
  • 中小企業等の社内ソースの少ない経営者
  • 経営学等を知るのが好きな方(読み物として面白い内容を書いていくつもりですので是非)

あなたが経営を始める時にテンプレートにのる事を主軸において開業を考えていませんか?                       

多くの歯医者がマイクロスコープを導入したから私も導入する

多くの歯医者が作ったホームページを参考にしてホームページを作る

多くの歯医者ができるのに自分の病院でできない事があるとそれをできるように努力し何でもできる歯医者を目指す

近隣の歯医者がセレックを導入したので私も導入しなければならない

近隣の歯医者の価格を参考に自費治療の値段を決める

等。思い当たる事はありませんか?もしくは税理士や専門のコンサルによって経営コンサルを受けていてバランスシートやキャッシュフロー計算書と睨めっこしていませんか?

イメージがわかない方が多いと思いますので具体的に。


ラーメン屋の話をしましょうか。

あなたがラーメン屋を今から経営するとして
豚骨、しょうゆ、味噌。3種類のラーメンを近隣のらーめん店と同程度美味しく作る事ができる人が店長候補にいる。

さらに、しょうゆラーメンしか作れないけれど近隣のラーメン店よりもしょうゆらーめんに関しては更に美味しく作る事ができる人が店長候補にいる。

というように2人の店長候補がいるとしましょう。
どちらを選びますか?あなたがらーめんをよく食べる方だとして3種類が他の店舗と同程度美味しいらーめん屋と、しょうゆらーめんしかないけれど近隣のらーめん屋より美味しいラーメン屋。どちらに行きたいですか?


ここで考えが違う方がいるのはわかりますが、私はしょうゆラーメンが他の店より美味しくできるけどしょうゆラーメンしか作れない店主を雇うと思います。

周りの方にも聞いてみましたが上の画像のようにしょうゆラーメンの方を選ぶ人が多いという事も事実としてあります。


これは、平均した高いレベルでなくても一つの事が得意=何かに特化しているというイメージがつく=ファンを獲得しやすい、料金設定を高くしやすい、しょうゆラーメンに特化し精度の高い改良を行いやすい



と考える人が多いからだと思いますし、実際にこのケースの場合、自分が食べに行くならしょうゆラーメンの方を選ぶからこちらを選択するのだと思います。


経営は選択により大きく優位性が変わっていくものですが、他の歯科医院と自分の病院を比較して足りない所を足していく戦略は魅力的な選択のように私は思いません。

しかし、実際に私の身近での開業する人達を見るとごく一般のテンプレートに当てはめたホームページ、その中身の文章もどこかの歯医者を参考にして書いただろう文章、院内にある設備から何から何まで平均値を目指して開業していくのです。

さきほどのラーメンの話に置き換えて見てください。本能的もしくは自分がラーメンを食べる側だと考えると、しょうゆラーメンしかできない方を選ぶのに、歯医者の先生達は皆3種類のラーメンを無難に作れる方を選択しているという現実があります。

スタートアップ時のあなたは市場の中で言うとかなり弱い立場にあります。それを既に患者さんを獲得している近隣の先生に似せた歯医者を作って魅力的な歯医者になる事ができるのかよく考えたい所です。

今回の話は極端すぎる話となっていますので当然バランス感覚も求められますが、魅力を出すために何らかの工夫をする必要が必要なのです。

戦略を立てる事で弱者でも立派に戦うことができます。特に地域に密着した歯科医療であればなおさらです。大企業と闘うわけではないのです。

次項では戦略を立てる上で大切な事をお話ししていきます。

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