Founder, North Texas Plastic Surgery.
One of the main lessons I have learned while building my practice is that people are the most important consideration. At the end of the day, a practice runs through people; from the customer to the surgeon to the support staff, everyone plays a vital role.
As such, it’s important to focus on the customer experience and company culture by hiring the right team members, motivating them and knowing when to part ways with those who don’t share your vision. These small commitments have the potential to add up and can make all the difference in the success of your practice. Based on my experience, here are five steps you can take to develop a successful plastic surgery practice and team.
1. Hire the right people.
One of the keys to building a successful team is hiring the right people. This means looking beyond technical skills and experience to find individuals who share your values and passions. A strong team is built on trust, communication and a shared vision for the future of your work.
As a leader, it’s important in the beginning to invest time and resources into recruiting and training your team members to ensure they have everything they need to excel. A great employee can come from anywhere, so I recommend conducting a comprehensive recruiting process when hiring.
Additionally, consider working with multiple vendors to ensure you are hiring for their particular strengths. For instance, our pay-per-click strategy and search engine optimization (SEO) are handled by different vendors, which helps focus their impact on growing our business. Delegating out these marketing strategies can help ensure you have the best team for the job when the need arises.
2. Motivate your employees.
In addition to hiring the right team members, providing motivation is essential to building and maintaining a top plastic surgery practice. This means creating a positive work environment, recognizing and rewarding hard work and dedication, and fostering a culture of continuous learning and growth. When employees have a positive and supportive environment, they can feel more valued and appreciated. In my experience, a motivated team is a productive team, leading to improved patient care, better outcomes and even increased revenue.
3. Invest in your employees.
Invest in your team members’ personal and professional growth, and provide opportunities for continuing education and professional development. For example, consider offering fellowship opportunities for plastic surgeons who have completed their residency training and want to gain additional experience in aesthetic and reconstructive surgery. Fellows can work closely with your team of plastic surgeons, learning from their expertise and gaining hands-on experience in a variety of surgical procedures. By investing in the development of young plastic surgeons, you can not only help train the next generation of professionals but also build a strong team that can deliver exceptional outcomes for your patients.
4. Address poor fits.
Unfortunately, not all team members will share your vision or fit into your practice culture. Letting go of those who don’t fit in can be difficult, but I believe it’s essential to the long-term success of a practice.
This means having difficult conversations, setting clear expectations and providing support for those who are no longer a good fit for your practice. It’s important to remember that letting go of a team member who doesn’t share your vision can be an opportunity for both of you to move on to happier and more successful places.
5. Concentrate on customer experience.
Relentlessly questioning how you can improve your customer experience is critical to building a top plastic surgery practice. This means constantly evaluating your processes, seeking feedback from patients and team members and striving for excellence in all aspects of your practice.
It’s important to put the patient first from the very beginning and throughout every step of the patient journey. Ensure your patient intake specialists are well-versed in your services and work holistically to map out possibilities for patients to achieve their beauty goals. One way to make a solid first impression is by inviting patients into your facility. When setting up your practice, strive to select a location that is optimal for patient convenience. When guests arrive, consider showcasing your latest technology to demonstrate how you can deliver the best possible outcomes for your patients.
In conclusion, building a successful plastic surgery practice requires a strong focus on people—hiring the right team members, motivating them, and parting ways with those who might not be the best fit. It also requires a relentless focus on the patient experience and a commitment to continuous improvement. By investing in your team and your patients, you can build a practice that not only delivers exceptional outcomes but also stands the test of time.
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