| STAFF MOTIVATION | PRACTICE MANAGEMENT
its own traits, unique philosophy, and differentiated services. Like all brands, your practice needs ambassadors — spokespeople who embody your values and can validate your superior care. Fortunately in the structure of aesthetic medical practices these brand ambassadors are naturally present. They witness first hand your services, see the results, and facilitate the patient’s experience; yes, your best brand ambassadors are your staff! With the right education, empowerment, motivation, and reward structure your staff will be compelled to be your best brand advocates, helping to recruit and cultivate your patient base.
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Educate Any effective brand ambassador needs to have a comprehensive understanding of the brand they are representing. With the fast pace of aesthetic medical practices we often assume that our staff is educated on our latest devices, topical therapies, or procedure protocols. Yet their awareness and expertise may be very top-line, limiting the staff’s full potential for patient engagement. As a result, it is critical to invest in detailed, continuous training to foster the right knowledge base. Start by conducting two extensive training
sessions — one focusing on your aesthetic service offering and the other on your available skincare. During these training sessions it is important to present and analyze your in-office and at-home topical treatment options in a variety of ways. First and foremost, focus on a particular procedure or skincare product's respective technology, mechanism of action, usage, and benefits. After establishing a fundamental understanding, dissect your procedures and skincare offerings in a more holistic manner by examining them in relationship to skin concern/condition, patient profile, complementary procedure, and treatment plans. As a follow up to the training, establish a performance based reward program whereby your staff can earn points redeemable for procedures or skincare products. The personal experience with these therapies will help broaden their understanding and enable them to speak to the treatments from a first-hand perspective providing the authenticity patient’s seek. After the training sessions it is important to maintain
educational refreshers so that the information is continuously reinforced. Have your practice manager or aesthetic coordinator send weekly recap emails to your staff to highlight successes on aesthetic bookings, patient experiences, and skincare sales, and also draw attention to areas of focus for the upcoming week. Equally as important is scheduling monthly team meetings. During these meetings, update your staff on what’s new within the practice including services, skincare or science on an existing technology. This will also give your team an
HEN IT COMES TO GROWING and developing your practice, it is important to shift your paradigm and think a little more globally. Your practice is not just an office but rather a brand with
DELARAM SAIDI is the Founder and Principal of DS Group, a full service business development agency for
aesthetic medical practices
contact
delaram@dsgrp.com
Your practice is
not just an office but rather a brand with
its own traits, unique philosophy, and differentiated services.
opportunity to refresh their knowledge on your practice’s existing aesthetic platform as you discuss integration. This is a fantastic opportunity to review upcoming promotions and offers so that your staff are aligned with the practice's priorities. Finally, spend some time focusing on relevant aesthetic services and skincare as it relates to the season, events, or even patient needs. This will help ensure that your staff can prioritize their messaging and hierarchy of communication with patients.
Empower With your staff armed with the knowledge and expertise of your services and products, you must now empower them to be your practice’s best brand advocates. For accurate brand representation, your staff needs to be able to authentically speak of your services and added value. This is perhaps the most difficult part of motivating staff. Despite the proper education and patient interaction opportunities, staff members often find it difficult to engage with patients about practice offerings. This obstacle is cemented by fear of being perceived as 'too salesy', 'pushy', or disingenuous. The next step after procedure and skincare education is to help your staff find the right words and language so that they feel comfortable representing your practice with patients. The best way to help your staff with crafting the right
conversation is to dedicate one-on-one role playing time. In this personalized training, play out various patient scenarios in order to give your staff member solid test experiences to draw from when the time comes. Start by outlining with your staff member the desired goals and outcome of these patient interactions, then help him/her create the key talking points so that messaging is
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