The Key To A Successful Practice, Your Staff?

Commercial Strategy Should Cover All Elements Of Your Practice To Succeed.

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One of the most important elements of your Practice are the staff that work there.Your staff are in contact with your customers and your prospective customers on a daily basis. Their manner and deportment when dealing with your customers is obviously important. The manner in which they undertake their duties is important, but have you really explained to them the objective of their duties and how they impact on the Patient Practice relationship?


When we hire somebody we generally set out their duties, we explain the processes and procedures within our business. We then expect them to follow those processes and procedures and deal with our customers. But in order to undertake their duties with real efficiency and please your customers, they need to understand the strategy that you are applying. They also need to understand what the objective is and why you are applying that strategy. This is an important factor that we often forget, it is a failing that I suffer myself.

I sometimes give bare bones explanations or instructions and expect everybody to follow what I mean. But when you step back and look at this, you realise that your understanding of concepts are based on your life experiences and knowledge. On a day to day basis we deal with people that share neither, that is why it is imperative that when we communicate with people we do so in some detail. This is no different for your staff, you need to fully communicate to them your concepts, objectives and strategies. You also may need to explain the underlying thought processes that drive those strategies.

If you do this, do it clearly, your staff can be a valuable partner in your business. They can excel at their duties because they have an understanding of the aim and impact of their duties.If you want buy in from your staff, you have to give them something to buy in to. 
    
Commercial strategy is all encompassing, it covers or can cover all elements of your business. In order to have the best opportunity for your business to succeed you need to asses all elements of your business through this prism. From your Patient journey, mail marketing and loyalty scheme to the communications policy and staff duties.

Regards

Geoff

About Geoffrey Cooling

my name is Geoffrey Cooling and I am the author here at Just Audiology Stuff. I have been involved in the Hearing Healthcare Profession for several years now. I initially worked as a Hearing Healthcare Professional for a large national retailer in Ireland. After several years in Practice I was approached to work for a manufacturer, where I was employed for five years. I am now the Co Founder of a business called Audiology Engine. We design websites, undertake content marketing and generally look after everything digital for audiological practices. I am also a contributor to many hearing profession periodicals and websites. I have written two commercially available books, The Little Book of Hearing Aids which is written for hearing aid consumers and Audiology Marketing in a Digital World which is written for Audiology Practice Owners. They are both available in Paperback and Kindle versions on Amazon. I also write for consumers on the website Hearing Aid Know, which is a website with the mission of demystifying hearing aids, their types and their technology. I have a great interest in commercial strategy as it applies to Healthcare in general and specifically to Hearing Healthcare. I also have a great interest in the psychology of sales and human interaction. I have been involved with social media for some time, both personally and professionally. I find the engagement and discourse on some social media channels fascinating. I instituted social media strategy for the company I worked for as an experiment. That experiment soon spread throughout the company and I am proud to say that the company is probably one of the most active in the industry. I would like to point out that all views, opinions and thoughts here are mine own. Unless of course they have been planted by the pod people, you just can’t take your eyes off the pod people. Those views do not necessarily reflect upon any views or opinions held by my employer, if I ever get another one. I think that our industry is in the middle of a time of huge change, I think that the change will be forced by both internal and external pressure. I think that private Independent Healthcare Practices will have to be smart and lithe of feet in order to meet these changes. I hope that some of my blatherings are of benefit to those Practices, Independent Hearing Healthcare Practices need to survive. I believe that if that occurs it will be of real benefit to Patients. I hope that I, and my writings will play a small part in their continued success.

One Comment

  1. We do a ten to 15 minute discussion of the weeks electronic schedule every morning. chart notes are on the screen as needed and we help each other remember other things about the patient. It is often a surprise to my staff to find out what I am thinkng and I find the same thing when listening to them.

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