What Is It All For? Don't lose sight of the reason you are doing what you are doing. - You are not trying to build a social media empire - You are not trying to educate the public - You are not trying to build a global brand Focus on what your aim is at each step. When you are producing content for your website or social media, your aim should be to get a lead. When you are contacting your leads, your aim should be to get them to come to the clinic. When they have come to clinic, your aim should be for them to have a procedure or come back for a follow up. When they have had a procedure, your aim should be for them to have another procedure or to refer a friend or leave a review.