We had our first day of business in the new clinic last week – January was a hectic month!

The space is about three times as big as the old clinic – a significant increase. It seems like a lot, but as I moved the last items out of the old office, I remembered how big it seemed at one time. Now I can’t imagine how we ever fit in there.

The last move – five years ago – seemed like a leap of faith at the time, but shortly after we settled into the larger space, business took off. It was like we were goldfish, and all we needed was a bigger bowl in order to grow more. Now it’s happening again.

What’s behind this “goldfish effect”?

There are many causes for this phenomenon, ranging from the simple to the arcane, but here are a few reasons why we tend to expand to fit our bowl:

• Rising to the Occasion: A larger space generally means higher costs. When faced with having to grow in order to meet costs, most practitioners rise to the occasion. It’s amazing what you can do when faced with a must.

• Taking Plans off Hold: Prior to moving to larger space, there tends to be a downturn in marketing and other practice improvement activities. This is in part due to the time and energy demands of getting a new clinic up and running, but it’s also because we tend to put things off “until we get into the new clinic”. New products, services, marketing efforts, promotional materials, office processes – they all get bumped, then activated in the new space.

• Pride: There’s nothing like having a shiny new clinic to make you want to share. We can’t wait for people to come through the doors. In contrast, the old space was looking a little neglected – I found I didn’t have the same desire to “show it off”.

How to Create The Goldfish Effect Without Moving

What if you’ve already got lots of space, or you’re in an excellent location? What if moving just isn’t in the cards? Here’s a secret: you can benefit from the psychological impact of larger space without actually moving. Here’s how:

• Declutter: This was essential in our small office. Schedule a block of time to completely declutter and de-crapify your practice. Be relentless. Get rid of:
  • Old files you’re not legally obligated to keep
  • Excessive brochures and business cards
  • Flyers and announcements
  • Bits of paper stuck everywhere around reception and office desks
  • Stacks of paper, mail, and unread magazines
  • Furniture that’s never used
  • Excessive knick-knacks and decorative items

  The secret here is to be merciless. You won’t miss these things, and you’ll notice a remarkable change in how your patients perceive your space, and how enthusiastic you are about being at work.

• Redecorate/Renovate: You can dramatically change your office with just some fresh paint, but if it’s been a while you might consider new flooring, artwork, or furniture depending on your budget. If it’s been more than five years, you’re definitely due for a new paint job if nothing else. And the best thing about painting is that you have to move everything, so you end up doing the declutter job by default.

• Change It Up: If you can’t renovate or redecorate, can you reorganize? Try switching things around. Move furniture and change the look and flow of things.

• Add Products or Services: Can you add something to your offering? If you’ve been thinking of investing in a new piece of equipment, for example, then perhaps now is the time to make your bowl seem bigger by offering more. Providing a new service to our patients almost always seem to improve health outcomes and generally gives us access to a broader patient niche. Every time we add a new service, referrals jump.

• Stop Waiting: Are there things you’ve been putting off doing until “you have more space” or until the dreaded “someday”? Make a list, and then pick them off one at a time. Decide to do just one a week, and you’ll make substantial progress.

Don’t fall prey to “someday” or “when I have more space”. Act as if you already have that space, and before you know it, you’ll have the growth to justify it.