Victory formation. Set, hike! Brady takes a knee. The clock hits zero. Pat Nation ERUPTS! The New England Patriots have just been crowned Super Bowl Champions for the 6th time in 11 appearances. The most all-time in both categories. Wow. Most counted the Patriots out early in the season. “Brady is too old.” “Gronkowski is always hurt.” “Edelman lost a step.” Disclaimer: Was I born in New England? Yes. Am I biased? Maybe. Nevertheless, I’m here to tell you execution always wins. Like the NFL, the world of aesthetic medicine is as hyper-competitive as it gets. How can we learn from the greatness we witnessed in Super Bowl LIII? How can we, as medical professionals, owners, and operators build a winning culture in our own medical or wellness practice?
Three words: People. Processes. Tools.
It is no secret, your people are your greatest asset. The warmth, devotion, and love your team adds to the patient experience is invaluable! But how do we breed a Ritz Carlton-like patient experience in our practices? Great question. YOU! It all starts with you, my friend. Culture begins at the top of the organization and pulses deep down through the roots of your team. Take responsibility for your people. Take responsibility for every outcome. Train together. Practice together. In the process, you will naturally identify the strengths of your team members. Is one better on the phone? Maybe another at greeting the client upon arrival? Once identified, you can put them in the best positions to WIN.
Share expectations with your team and let them share their expectations for you. Build a culture where those expectations act as the floor of delivery, not the ceiling. Some of you may be asking “But what if I train my people and they leave?” Let me ask you this, what if you don’t and they stay? Each year the Patriots draft players from the tail end of the NFL draft and thus do not have access to the top of the line talent. However, due to their winning culture, training efforts, and devotion to process and execution, they have built the greatest dynasty in the history of sports.
Now that we have trained our people and identified their strengths, it is time to implement bulletproof processes to ensure that we can scale and sustain our winning culture over time. The word process is defined in the dictionary as “a series of actions or steps taken in order to achieve a particular end.” So, to develop a process we must ask ourselves “what is it we are trying to achieve?” In other words, begin with the end in mind. Let’s take a look at patient acquisition for example. Having a finely tuned digital presence is step one. Meaning, we have all marketing channels covered. High converting website, SEO, SEM, social media, email marketing, content creation, and blogging; the non-negotiables.
Whether outsourced or handled in-house, most practices understand the importance of this equation. Where they drop the ball, however, is where marketing hands the patient over to the sales process. It is vital that we have a CLEAR, CONCISE, AND AIRTIGHT process for these next steps. How can we be notified when a lead has been generated? Best practice tells us that if we can reach out to a patient within the first 60 seconds of inquiry, we have a 391% higher chances of converting that patient.
Whether reaching out to them or they us, now that we have that patient on the phone, what may be the top FAQs? How do we handle disclosing cost? Provider? It is important we have a documented way of handling all potential objections and concerns. Finally, once an emotional connection has been established, it is time to ask for the consultation. This may sound simple but most practices fail at this this critical step. Please, just ask for the consultation!!
If you’re scratching your head, thinking to yourself, “60 seconds, how the heck do I contact the patient in 60 seconds?” you’re not alone. The answer is simple. Tools. How you leverage the tools available to your practice is the degree to which you will win. Back to the patient acquisition example. Having an Opportunity Management/CRM software in place allows us to contact that patient immediately due to a built-in text notification feature. But what about the ones that did not convert right away? How do we leverage our tools to assist in the conversion and win of those patients?
With the proper Opportunity Management software in place, your practice can automate drip email campaigns, status and group marketing (marketing based on relativity), and stay organized on who converted and who needs to be converted. Ultimately maximizing your likelihood of converting new opportunities into paying patients. Whether it is a dynamic software or Coach Belichick’s finely sharpened number 2 pencil, tools give us the ability to execute our processes.
Building a winning culture is not an easy task. However, it is very possible. It begins at the top. If the leader of the organization believes it can be done, it can begin to develop. With the help of People, Process, and Tools, winning can begin to become a habit. Each facet compounds the next part of the equation. You devote your time, money, and effort into training your people. Your people are then amplified by the processes put in place. Finally, the processes are amplified by the tools given to carry out said processes! When this trinity of execution is in motion, winning becomes abundant.