A few weeks ago, I had the privilege of having a Medicare employee (or at least that’s what he claimed) enter (of course without warning or without an appointment) my office and stated, “I Need to take some pictures.” He never stated his name, or showed a card or asked for pictures of anything specific. However, having been practicing for almost 9 years now, I know not to mess with Medicare so I politely replied, “Sure thing! What is it that you need pictures of?” Apparently, that was the wrong question to ask because the next 20 minutes of my life were not only painful, but shocking.
After recently attending a practice management seminar, I found myself excited with what I learned, but also overwhelmed with the wealth of good ideas that was in my luggage to take home. Attendees of this seminar not only had been given tools that would help provide comprehensive care for patients, but also to inspire us to make podiatry fun again if we had lost that enthusiasm.
Many doctors and office managers struggle to find and hire the right employees. From interviewing strategies to prescreening for computer literacy, the process of hiring seems to become more difficult all the time. It is for this reason that we have come together, utilizing our experiences and the experiences of others in our field, to demonstrate and to simplify the art of finding that right fit for your office.
The last issue of Podiatry Management Magazine presented the concept of having your office function as a League of Its Own, mirroring the Tom Hanks movie called, "A League Of Their Own," about the women's baseball league where Geena Davis, who was incredibly passionate and alive with her love for the game, was ready to quit and move back to Oregon due to her husband’s war injury. Her coach, played by Tom Hanks, confronted her and asked her why she was leaving. She replied, “things just became a little too hard.” Tom Hanks replied "It's supposed to be hard. If it wasn't hard, everyone would do it. The hard is what makes you great." This rings so true in building and maintaining a successful podiatry practice in today’s times.
Remember watching an old Tom Hanks movie called, "A League Of Their Own," about the women's baseball league during WWII. In the movie, Gena Davis, who was incredibly passionate and alive with her love for the game, but was ready to quit the league because her husband returned from war with a minor injury and wanted to move back to Oregon. While trying to "sneak away," her coach Tom Hanks confronted her and asked her why she was leaving. She replied that with her husband coming home, things just became a little too hard. Tom Hanks replied "It's supposed to be hard. If it wasn't hard, everyone would do it. The hard is what makes you great."
Now that we have discussed the many benefits of in-office dispensing in Part One, how do you begin? Many practices with very successful in-office dispensing programs employ a technique known as “passive marketing.” Patients are never told that they have to purchase a product. Instead, opportunities for product use are made available through recommendations in the treatment plan. Take for instance this scenario: “Mrs. Smith, you really need to use a skin moisturizer on your feet twice a day.” Her response is usually, “Can you recommend one for me?” With this response, your door of product opportunity flies wide open.
According to the story about the rock band, Van Halen, the band stipulates in their contract that there must be a bowl of M&M’s backstage before every concert and that all of the brown colored candies need to be removed. I didn’t believe that an entertainer could be so demanding and capricious. However, I did my research on Snopes.com (http://www.snopes.com/music/artists/vanhalen.as) and found that the story was indeed credible and accurate.