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Its Pollyannaish in my opinion
not to acknowledge all these serious issues of today's brave new world. To do so could be really insensitive in
dealing with staff and patients.
It is however a huge error in
judgment to let these current economic changes dominate your thoughts. The only
constructive thing to be done right now is to work on continually evolving your systems, mechanisms and
procedures to deal with all the issues at hand.
But most especially, first
take a hard look at your attitude. Is it "Chicken Little (you know, 'The sky is falling!')? Or Zig Ziglar
like ("You can get anything in
life you want, if you just help enough other people get what they want!").
The people you associate with,
what your coaches teach you, what you watch on the tube, listen to and read,
what has this done for you lately?
You get my point.
The fact is changes, yes
especially economic are natural, and cyclic. Sometimes they hit really hard.
This might just be one of the toughest cycles in recent memory, after the boom
of the last 20-25 years.
Big problems I see ahead in
private healthcare are more likely with doctors who have never had to manage a
profitable practice in tougher economic climates. Or have not yet established
simple mechanisms for patients to want to pay you out of pocket.
Doctor, the truth is your
patients want only you. They want your knowledge, decision-making skills and
expertise. They want a compassionate human being, not a stuffed shirt.
Doctor, the real truth is your
patients want the benefits of your
care. They are not going to pay for "office visits". They will however, pay you
for an experience.
And so here it is with private
healthcare practices today. We can ill afford to be about office visits,
anymore than Starbucks is, or will ever be just about coffee.
Your patients need, and want
way more from your office, now more than ever. Especially when care
opportunities and choices abound for them. You only need to look at the
explosive growth of massage clinics, medi-clinics at Wal-Mart and CVS, and now
even franchised alternative healthcare chains, spas of all types and economics,
and even cosmetic dentistry and surgery centers to figure this out.
Patients need and are looking
for an office environment, which helps them escape all the crap in the rest of
their lives. A receptionist that is warm and welcoming, and caters to them. An
office that looks and feels clean, calming, more spa like than clinical. The
right colors and feel. Product sales that support and enhance the experience.
Support Staff that is friendly, helpful and upbeat.
And your patients really want
true health and fitness, well into their later years. Now they expect and will seek out ways to ensure less
physical pain, more energy, less stress, weight and blood lipid (cholesterol)
control. They want not to be diabetic due to poor fitness, suffer with
fibromyalgia, or be chronically stressed out or depressed and anxious.
They want no undesired side
effects from treatment. They want financial clarity. And today's patients
expect complete technological literacy with an incredible human touch behind it.
Do this right, and you will
really have a fantastic practice. Raving fans, tons of referrals, and yes, most
especially patients who pay you handsomely for their experience which is unlike
anything else in their neighborhood. You will be THE go-to doctor.
But, you will not pull this
off without an effective strategy and market study. Do your homework. Study our
guidance on practice makeovers. Make rock solid your staffing systems. Set it up fully compliant, and with the
best legal and tax structure.
Lastly, come to "Future
Shock". Really learn this right. Let our experiences with practices from around
the country help to plan your practices fine tuning, or if need be a makeover,
the right way, the first time.
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