PRACTICE MANAGEMENT | STAFF MOTIVATION | defined in a way that reflects your staff


member’s speaking style. With these fundamentals in place, role play through common patient engagement scenarios so that your staff member is able to refine his/her script. Hopefully after this one-on- one training, your staff member will have the confidence to meaningfully engage with patients as a brand ambassador. To continue to help facilitate this


on-going empowerment, schedule regular check-ins with your staff and provide real-time feedback/troubleshooting based on the patient interactions that you witness.


Finally develop patient


education tools like brochures, before and after books, and menus to assist your staff with talking points and help foster a patient dialogue.


Motivate Enlist your staff to be key stakeholders in your practice’s success by sharing your goals and objectives. At the team level, review top-line semester or quarterly practice results in one of your monthly staff meetings. During this debrief, transparently share the practice’s successes, such as outstanding patient reviews, growth of certain procedures, or achieving sales forecasts. Conversely, it is also important to highlight untapped or underdeveloped opportunities and allow for a collective brainstorm on ways to realize these practice ambitions. This dialogue will help cultivate a comradery among your staff who will become aligned with your aspirations. As employees, we want to work in


cultures and environments that promote our professional development and provide mid-term growth potential. At the beginning of the year set business accountabilities and objectives for each member of staff and meet with them to understand their professional goals and interests for the upcoming months. At the end of the year conduct year-end reviews and provide feedback on your staff’s performance, linking this review process to potential salary increases and bonuses. This touch point also provides the opportunity to discuss the development and advancement opportunities you see for your staff while understanding their mid-term


52  August/September 2015 | prime-journal.com


professional goals. To keep your staff engaged and fulfilled it is important to outline a development plan to help achieve their ambitions.


Reward Finally, incentivize your staff to be brand advocates through a multi-tier reward structure. As mentioned earlier, your staff will be able to speak of your services with an added level of expertise once they’ve had the opportunity to personally experience the procedures. Link the complimentary procedures to successful completion of training/ education, meeting professional expectations, or achieving a practice goal. For example, if your practice is running a limited-time promotion set a team goal that if met or exceeded your staff will be able to enjoy a complimentary aesthetic procedure. Additionally it is important to motivate and reward staff for their own performance and contributions by creating an incentive program for aesthetic bookings and/or skincare sales they directly facilitate. The incentive structure can be commissioned based or redeemable


for in-office procedures or skincare products. This incremental benefit will be perceived as a significant added value for your staff as they make the effort and dedicate themselves to becoming your brand ambassador. Your staff are one of your practice’s


With the proper strategy you can


motivate your staff to


transcend beyond their traditional roles to


become your practice’s most powerful brand ambassadors.


most valuable resources. They’re responsible for keeping service provider’s on schedule,


liaising with


patients, and ensuring day- to-day functions are completed in a timely and effective


manner. That’s


already a tremendous amount of responsibility; however, with the proper strategy you can motivate your staff to


transcend beyond their traditional roles


to become your practice’s most powerful brand ambassadors. Invested in your brand’s values and co-creators of patient experiences, your staff can compel patients to try new services, expand upon their treatment plan, and in short remain loyal, reoccurring clients of the practice.


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