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Cape Coral veterinarian Elizabeth Dixie Brown doesn't waste time.
The veterinarian acquired a failing practice in Cape Coral in 2007 and, despite the economic downturn, she turned it around. For that, Brown earned the coveted Southwest Florida Blue Chip Community Business Award, an honor that recognizes area entrepreneurs who find innovative ways to overcome adversity.
Of course, back in 2007, no one knew Cape Coral would become one of the hardest-hit communities in the country. Brown had been practicing as a veterinarian at different clinics since she had moved to Southwest Florida in 2003, but she kept an eye out for a practice she could buy and grow.
“I got an email from an owner who wanted to sell, and I bought it the next day,” she says. “That was before the bust.”
When she took over East West Veterinary Care Center on Del Prado Boulevard in Cape Coral on July 1, 2007, Brown only had a part-time receptionist. “We didn't know how to turn the lights on,” she chuckles.
By the fall, the financial crisis was starting to hit Cape Coral hard. “One lady told me she lost $80,000 with Madoff,” Brown recalls.
But Brown was undeterred. She immediately opened on Saturdays and took emergency calls any time, writing letters to pet owners who were patients of the previous owner. “I would go three weeks without a night off,” she recalls. “It was a way for me to establish a trust with my clients.”
Brown knew about time management and the importance of being open after hours. A single mom, Brown put herself through veterinary school while working three jobs. “As a single parent, I know you can't take off work to take your pet to the vet,” she says.
Brown says one secret to growing a business is to watch personal expenses and put every penny back into the business. “Fortunately, I don't live above my means,” she says.
Another tip: Listen to your customers. Increasingly, customers were asking for alternative eastern medicine such as acupuncture and herbal remedies for their pets. “I was a big skeptic,” says Brown, who was trained in western medicine.
But Brown trained in eastern medicine and developed a new clientele that sought her services. “Once I did it, it was amazing,” she says, noting that her business got a 25% boost from the new services. “A whole different group of people came.”
Brown says she's a stickler for policies and procedures, but she views staff mistakes as learning opportunities for growth. “I love mistakes, as long as animals are not involved,” she says. She tells employees: “I'm glad you made that mistake and here's why it's important.”
Pay attention to the small details, she counsels. For example, files and charts must be organized. “Little things up front really make a difference,” she says.
Turnaround tips
Sweat the small stuff: Little problems can create bigger ones. Brown is a stickler for following policies and procedures.
Listen to your customers: When customers asked for alternative medicine for their pets, Brown listened and her business grew 25%.
Love mistakes: Mistakes present great lessons for personal and professional growth.
Live within your means: Controlling personal expenses is key to business success.
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