First impressions never go away; what your patients see, feel and hear when they first enter your office is what they remember from there on out.
You can make or break your practice with first impressions, and you might not even realize if your current practice is creating a bad first impression.
What's Your Ideal Office Experience?
Remember how you felt when you entered an office that just swept you off your feet with its feeling of professionalism, comfort and welcome? You knew you had come to the right place.
The Doctor Obviously Cares
If the doctor cares about patients as much as he or she cares about your comfort from the start, you automatically trust your problem will be solved in that place. And we all know faith in your doctor goes a long way in the ability to help patients.
You Get More Than Expected
The receptionist efficiently assists you in completing the necessary forms and escorts you to a professionally appointed examination room, where she introduces you to a friendly assistant who takes your vitals and gets details regarding the reason for the visit. The doctor enters and discusses your problem. He is very friendly and listens intently as you tell him all about your trouble and like an old friend, seems truly interested.
You lie on the table with warm pads placed on your back. Every muscle begins to relax and in a moment, with calm music surrounding you, you doze off and are awakened by the assistant in what seems to be just a minute later. The doctor comes in, conducts the physical exams and adjusts your back with minimum pressure. Relief floods in. In short order, your back pain disappears and you feel fantastic.
Employee Accolades
As you leave, you notice a row of framed pictures on the hallway wall of each employee, with their job description and a little personal note about them, as well as the doctor's certificates and several awards. And there is a big one: "Staff Member of the Week." There is also a big scrapbook on the coffee table of success stories by previous patients. It is thick with praise.
The A+ Perfect Staff
You notice the front-desk staff and assistants are always smiling and efficient. Their communication is perfect and you feel that you are "somebody" in every interaction. When you leave, you feel so much better; your pain is gone and your feel recharged. You are smiling when you get in your car and think: This is the way health care ought to be.
How Did That Happen?
It was not by accident you felt that way. It was by design. All of the doctor's patients feel that way. He knew exactly what he was doing when he designed his clinic, implemented his office procedures and policies, and hired and trained his staff. He designed your entire experience! Here's how you can do the same.
1. Vision and Mission
The creation and operation of an office is a journey, and like any journey, it must have a clear destination or it goes nowhere.
What is your vision of your mission? That is your route and destination. Everything you do in your practice revolves around your mission. The doctor running this ideal clinic knew every element needed to accomplish his mission of practice excellence in every way, so he made it happen, from design of reception through office routines.
2. Hiring Done Right
Staff is key! Choose carefully. Hire only happy, competent people after a thorough check and interview. Don't relegate it to a manager. You, the doctor, should do the interview and hiring. In advertising for applicants, provide a job description. Study the resumes, conduct complete background checks and talk to previous employers.
First interview: It is both conveying and reviewing information. Watch closely for inconsistencies in what is said and the resume, but this is not a cross-examination. Keep it relaxed and friendly.
Develop a checksheet of quality points to grade from 1-10. Check communication skills, the smile, motivation and if the applicant will fit in. Have the applicant sign a document stating that he or she has been oriented, understands it all and it is an "at will" agreement. Hiring is a vital skill.
New-Hire Orientation
The first 30-90 days is an understood probationary period. Provide the office manual and the employee's job description. First week is orientation of the new team member to the premises, the work location and work to be done, and the clinic's mission, policies and practices. Drill the steps and language of the job until it is perfect and natural. Show the new staff member how to contribute to your office culture.
Keep Your Staff Happy
Happy employees make happy patients ... make boss happy. Cultivate a collaborative work environment. Establish a well-understood "meritocracy" promotion and pay program with awards, bonuses, healthy competition, and rewards for high stats and growth.
Get honest feedback from staff. Honest and unbiased leadership with no politics or micromanagement from the boss – let the "under-bosses" be bosses. But the boss should always be watching to assure the practice is a well-oiled machine measured by production, stats, happy patients and smiling employees. Always acknowledge wins and thoughtful acts; appreciate performance and encourage effort.
Personal Benefits
Allow parental time off and flexible hours. Cultivate a fun atmosphere. Name an "Employee of the Month." Create entertaining, motivating ways to achieve milestones (and rewards for doing so).
Spoil Your Patients
Provide a regular, always-positive newsletter with news of patients birthdays, their children's recitals, athletic achievements, emails, birthday greetings – even little birthday presents. Christmas party for all patients, annual barbeque or fish fry, gifts for newborns, awards for referrals., etc.
What Are You Waiting For?
How close is your practice to the ideal office described above? It can be achieved by good hiring practices, allowing your staff to grow professionally and personally, paying them well, rewarding and praising them for deserved actions, and making them feel like family. Your employees are a mirror of you. You can make them as great as you are, reflecting you as a human being, a caring person and a professional.
Dr. Mike Carberry is the president and founder of Advanced Medical Integration (AMI), a consulting group that assists practice owners in integrating medical services with chiropractic and rehab services. Dr. Carberry first brought medical services into his original chiropractic practice in 1995. Since then, he has owned several medically integrated clinics in multiple states. Dr. Carberry also lectures nationally on business systems and chiropractic philosophy. To learn more about AMI, visit www.amidoctors.com.