I am changing the name of this decade-old business from Targeting Doctors to Engaging Doctors.

Here’s why.

I started this business with a vision of helping financial services professionals attract, engage and serve doctor clients. I chose the company name because I thought the name “Targeting Doctors” described the value my company delivers.

However, I have a second brand Thriving Doctors helping doctors achieve the personal, professional and financial rewards that attracted them to a career in medicine. That means that if doctors Google me, they find the Targeting Doctors brand.

No doctor wants to be targeted; they want to be served.

Years ago I considered renaming the business. However, I regularly create content, so Google knew Targeting Doctors. Youtube knew Targeting Doctors. It seemed that the cost of making the change was high.

So why make a change now?

It has to do with the balance between cost and benefit, the power of words and my commitment to meeting the moment.

Words have the ability to build bridges —or walls. I want to be a bridge-builder.

Are there things that used to work for you that might not be working so well any more? Is it time for YOU to make a big or small change?