No pain, no gain.
"As soon as our sales improve and I have some available cash flow, I'll invest in my team/marketing/technology/patient experience."
"I'm going to invest in my team/marketing/technology/patient experience because I know that, as a result, my sales and cash flow will improve."
Remember the J-Curve of business investment. You do have to speculate to accumulate.
That may mean investing/borrowing in the short term and accepting that for a while your cash flow position may deteriorate.
If your people and your plans are deployed effectively, your business will bounce back quickly.
That will require attention to detail and lots of agility but it can be done.
Holding back on investment is inevitably a way to stay small.
Photo courtesy of Gratisography