Recently, a client called, extremely troubled by what he had just learned. A corporate (DSO) owned practice was setting up a new office directly across the street from him. He knew the DSO’s reputation for spending heavily on external marketing, accepting virtually all insurance plans, and providing a full range of services. He worried that he couldn’t compete and would lose a substantial number of patients to the DSO. What could he do?

We’ve seen this movie many times before and know how it ends. We advised him first to take a deep breath and relax. Then, once the new DSO office opened, simply erect a sign saying “Free Second Opinions-We Care About You!” It wouldn’t be long before his new patient count would increase from patients leaving the DSO office tired of their aggressive treatment plans and high-pressured sales tactics.