Healthcare is NOT About

Billboards of Smiling Doctors

 . . . So STOP the nonsense and STOP wasting money!

STOP your healthcare marketing long enough to seriously

ask yourself if your public messages really make sense.

Healthcare is and has always been all about TRUST. Nothing more. Nothing less. Doctors and medical groups and hospitals and therapists and chiropractors and dentists and veterinarians who run smiling (or threatening) branding messages on billboards (or in print, online, and broadcast media) are wasting time and money!

Healthcare professionals are wasting their money. 

But they are wasting our time.

Huh? Why? Because NOBODY CARES!

The public today is not the public of yesterday – literally! We are no longer just Internet-savvy. We are Internet-addicted, Internet-crazed, and Internet-bamboozled. We are being micro-chipped to death!

• Healthcare DOWNside: Rampant Google-dependency and new strains of attention deficit disorder.
• Healthcare UPside: We can now know more about our ailments, disorders, symptoms, diagnostic and treatment procedures than ever before. And we can know it in a heartbeat.

Much of the problem lies with healthcare professionals who think they can knock out effective branding programs because they watch TV (or surf the Net, or read blogs, newspapers and magazines) and that makes them experts! But truly effective and memorable branding programs require special skill sets too . . . and those seldom parallel professional healthcare training. Creating marketing that works is not a hobby.

Oh, and if you are a healthcare marketing person, agency, group, or consultant: Before you jump up and down and run off copies of this post to pass around to support your credibility, STOP!

You may well be the other part of the problem!

• Are you selling healthcare professionals on printing and mailing expensive magazines that no one reads or cares about?
• Are you trying to package healthcare services and market them like hot dogs, popcorn, and underwear?
• Are you pushing email blast campaigns and Twitter and Facebook and LinkedIn as ways to market healthcare?
• Are you saying: “We’ve got your back, Doc! We’ll make you famous! Patients will be standing in line, breaking down your door?

For a fraction of the money healthcare professionals are now spending on marketing, the right approach to building volume and referrals and growing patient and patient family loyalty needs to be considered. The right approach can reap two to ten times as much success! It starts with a diagnostic workup to generate a healthcare practice history. It ends with treating the practice appropriately to achieve the most positive prognosis imaginable.

It’s based on ways to build and increase trust levels, decrease and make the most of stress levels, enhance every level of communications, and make the best -most humanly possible- use of time each day with each patient, patient family, and referral source, as well as ensure proper EMR use and full reimbursement compliance.

It takes time and patience to get and keep patients — not fancy, ineffective and expensive marketing.

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Dear Boss: Do you know HOW and

WHEN to cover for someone?

If you’re reading this, my guess is the odds are you find it reassuring to hear that someone’s “got your back!” But let’s get real. That expression means a lot in life-or-death and potentially hazardous situations – no doubt about it! Thankfully, however, most of us are not putting our lives on the line every day as in police, fire and military combat.

So having someone “cover your back” is hardly of value in day-to-day business or family life. For most of us, reality dictates that no one else can really protect your interests except you!

If you want to make sure a job gets done that you are responsible for, either do it yourself or monitor progress to make sure the person you asked to do it, does it! Remember, we can delegate authority to get things done, but we cannot delegate responsibility for getting things done.

Does every assignment or request have to be a leap of faith? No, but until those involved have proven consistently that they can act responsibly, it’s a leap of faith, and how much of a leap depends on the sense of balance, trust, and intuition we practice. And there is no excuse for not checking up, following up, soliciting feedback.

Corporate accountability procedures make delegation slightly easier and more comfortable feeling than handing off tasks tends to be for entrepreneurs and in many family settings . . . and especially in family businesses. Q: When does a delegator step in and take charge, take back, or take over? A: When ultimate responsibility is on the line.

Oh, and not doing something the same way the delegator does something is not grounds for divorce, separation, or interference. In fact, the best leaders are those who see departures from their personal methods and techniques as opportunities to learn – possibly a better way to do something, or gain better input necessary to teach a better way.

But be careful here. “Better” is subjective. “Better” is not always quicker, or more thorough, or more efficient. THIS is one place where knowing when and when not to exercise leadership judgment comes into play.

WHEN DELEGATING – 5 SUGGESTIONS

1) Be observant – Keep things safe!

2) Withhold judgment pending seeing the results, but don’t hesitate to step in if you see evidence of physical, emotional or customer service hazard around the corner.

3) Suggest changes in process carefully and specifically – Criticize behavior or method or technique, NOT THE PERSON – Criticize in private and praise in public!

4) Don’t give a “Got your back!” attitude to someone else. Simply teach by example.  

5) Remember whose ultimate responsibility is on the line!

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“Huh? Now? But it’s the holidays!”

“Well, Merry Christmas to you! But

after quality family time, remember

1st quarter 2014 is just hours away.”

Why “NOW!”? Just click here: take a quick look at this to see what’s happening this very split second —as you read this— and you’ll realize that delaying this task is simply not in your best interest.

Getting others to refer you/your business is more than a survival tactic, it’s the key to 2014 success. No sales are more important right now than those to the friends, families, associates and online connections of your existing customers, clients, and patients. Because 2014 is bringing increased competitive activity to the surface. And it cannot be sidestepped.

The harder the times, the fiercer the battle! And the easiest, most economical path to increased sales and customer/ client/ patient repeat-sales-and-visits loyalty is a strengthened referral base. Economical? You decide. It costs nothing to delight those who purchase from you.

Cease and desist all marketing? No. But don’t expand it. Instead, consider shifting gears from reliance on expensive media, to fine-tuning attitudes and cultivating a much more pronounced reputation for integrity than you probably imagined being necessary. 

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Hal@Businessworks.US

O.D.  or  D.O.A. ?

When O.D. (Organizational Development) fails to resuscitate a dying enterprise, there are seldom more than two options to pursue. The first, and most prevalent, is to simply roll the victim organization over and declare it D.O.A. (Dead On Arrival).

The second is more challenging and sings to the accompanyment of opportunities: It’s called O.R. (Organizational Rebirth) and is cornerstoned by an massive infusion of E.L. (Entrepreneurial Leadership).

Every size and type of organization —profit AND nonprofit— comes face-to-face with life-threatening problems at some point (and at least once) in it’s lifetime. Most often, it appears that the malignancy stems from some form of poor management, and more often than not appears to evidence itself as an issue of financial shortcoming.

Example: You can’t run a nonprofit organization that’s not conducting ONGOING fundraising and grant procurement efforts. Regardless of good intentions, without money there’s nothing to run.

When the principals who are involved decide that it’s time  to overhaul, restructure, refurbish, rearrange, rebuild, reinvent . . . go for it! BUT, call it something that organization people can relate to, feel positive about, commit to and enthusiastically support. Ask THEM to brand the project with a name and identity.

It’s the leader’s job to determine the purpose, intent, mission, goals/objectives, strategy, and tactics. It’s the leader’s job to “rally the troops,” motivate and guide, to solicit feedback, to listen 80% of the time. Make-believe leaders push. Real leaders pull!

Remember leaders can delegate authority,

but not responsibility.

When it’s time to choose to fold up or buckle up, don’t choose to make it hard. Don’t choose to make it daunting. Don’t choose to make it more stressful than it may be. Don’t choose to make it overwhelming. Don’t be a drama queen. Don’t be overbearing. Choose instead to think like a leader and act like an entrepreneur.

Reinventing yourself as a person or as an organization doesn’t have to be drudgery or negative or threatening unless you choose it to be. Choose for it to be fun! Choose for it to be easy! Choose for it to be positive! Choose to go with the flow instead of over-analyzing what went wrong.

Choose to keep EVERYTHING

in the “here and now”!

Reality: It’s a far deeper process than changing facepaint. The reinventing-survival experience is rarely a simple one, but that doesn’t mean it can’t be fun and easy. Simply choose –and constantly REchoose to reinforce– for it to be easy and fun. With vigilance, the challenges can turn into opportunities in a blink.

Oh, yes, and it’s okay to blink.

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Hal@Businessworks.US

MASQUERADING AS 

SOMEONE YOU’RE NOT?

Think about it.  Are you representing your SELF in some way that’s not truly you?  Is it to make a sale? Get a date? Be accepted? Make points? Save yourself from losing face? Is it what you like to see other people do? No? So why pull the covers over the real you? Do you think others can’t see through the façade? Can’t you tell when someone else is faking it?

Authenticity isn’t a make-believe attribute that can be manipulated to suit the occasion. By its very definition, it means being genuine all the time. Authenticity, in other words, cannot exist on a parttime basis, or be in effect one minute and not the next. You either are who you represent yourself to be or you aren’t.

Yeah, some say, but there are always exceptions to everything. Not true! You either believe in God or you don’t. You either love someone or you don’t. You are either real or you’re not. There are no two ways about it. You can’t use Bcc emails to have someone else (or others) know your “secret ” communications and then pretend you are sending someone a private message.

Integrity is often defined as doing the right thing even when no one is looking.

As stampeding technology sweeps us all into lower levels of sociability — actually redefines sociability to be global instead of personal– we can often find ourselves distancing ourselves from others who are physically and emotionally close, in favor of socializing with total strangers who may seem less threatening and who may be more conveniently available to be in contact.

Is this behavior in our best interests career-wise? Possibly. In terms of personal growth and development as a human being who wants to make a difference in the world? Not likely. Performance track-record and familiarity breed trust. People accept and buy from one another (including health services, by the way) because of trust more than any other factor, including price!

How do we take the first step toward becoming more authentic? By recognizing that it is a choice, and then by choosing to live more honorably, and finally by setting up support systems to help ensure continuation of that practice. Is that difficult? If you choose to make it difficult, yes. But, YES,  you can choose to make it easy. Behavior is a choice.

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Hal@BusinessWorks.US  931.854.0474

Healthcare Management Problems

Go Far Beyond Technology Tangles

Thanks to what many doctors regard as excessive and medically-uninformed government intervention, excessive and medically-uninformed insurance company intrusion, and financially inept hospital consolidations, America’s private and hospital-based medical practices are suffering from excessive (and medically-unacknowledged) stress.

Doctors and Staffs find themselves having to be caught up with power-play control battles instead of with innovating and nurturing methodologies for improved case management and patient care. This is not a condemnation of medical technology advances by any means. It is in fact an endorsement for more tech exploration while simultaneously getting back to basics.

Positive stress enables healthcare managers to answer the wake-up call for effective practice management to realistically occur on two fronts at the same time. EMR and EHR systems and skills represent focal point one. Case management, patient care, and patient family care, focal point two.

But negative stress (or “dis-stress”) surfaces when one of these (like, for example, the current fad for dedicated insistence on “lean” healthcare) enslaves the other.

Relentless interruptions of non medically-trained government and insurance regulators who seek to satisfy their self-importance at the expense of doctor, staff, and patient stress levels, have the same effect as throwing gasoline on a fire.

Whether rulings require doctors to spend just 12 minutes per patient (likely headed toward 8 minutes!), or to conduct patient gun ownership surveys, the result is negative stress.

Negative stress feeds medical errors. It takes its toll on the lives of trained professionals and their families. Often, patients and patient families suffer needlessly because of mixed or contradictory signals lost in busy day-to-day clouds of smoke.

Even monster teaching hospitals, including the highest-rated in the country, fail miserably at basic communication skill levels. Doctors don’t talk with one another. They are too pressured to take the time to advocate on behalf of the very patients they serve.  And –worst of all– they fail to communicate with their patients and patient families meaningfully and consistently.

Practice Managers get the short end of the stick.

My best guess: Most Practice Managers end up absorbing 3/4 of all the stress generated by the madness of keeping Herculean time schedules, by catering to the administrative needs of the doctors they serve, by managing the daily barrage of staff, task and insurance management issues, and by having to deliver “customer service psychotherapy” to patients and families.

There are solutions, but they are not one-dimensional. Healthcare can never have universal value unless those charged as providers can have the freedom they need to function without constant government interference and insurance company strangleholds.

The first step to fixing a leak is to stop the leak. This means making extraordinary efforts to channel stress productively and to commit to implementing improved personal communications.  CHECK OUT  Medical Practice Managers

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Hal@Businessworks.US

ENTREPRENEURIAL

LEADERSHIP MEANS…

Being passionate about your ideas and making them work with the help of others. This means, of course, being emotionally committed to what you’re doing 24/7. By doing that, odds are you’ll never have to solicit and recruit others to your crusade. They will see a place for themselves and gravitate there on their own.

When that happens, others’ commitments will be more solid and grounded than if you had gone out hunting for them and then had to talk them into joining forces. It’s a fact: When people make their own decisions about what they want to do, they are happier and more dedicated to achieving results!

Often acting first and planning second. This does NOT mean rashly jumping from the frying pan into the fire. It instead suggests that over-indulgence in evaluating, assessing, diagnosing, and long-term planning (I call it “analysis paralysis”) wastes time, money, energy, and opportunities.

Entrepreneurial leaders take action, make adjustments, act again, make adjustments, and act again. Except for formal loan and investor-required formal business plans, they limit their planning to the short term — hour, day, week, month. And even those plans are temporary and flexible. Watching the finish line causes stumbling and falls.

Always responding instead of reacting. A key ingredient in the success of this pursuit is stress management. Bottom line: If you always respond instead of react, you can never over-react. If you never over-react, you will be faithfully followed. Built snugly into this thinking is this important awareness:

HOW you respond to someone who

or something that is out of control

. . . IS WITHIN YOUR CONTROL.

And we know this because? Because every behavior — yours, your employees’, your customers and prospects — is a CHOICE. It’s just as easy to choose to make a situation easy as it is to choose to make it hard. It may require some conscious stress management effort but, in the end, leadership is measured by ability to gain results through control and responsiveness!

Learning as much as you can about yourself –your SELF– may be the single most important determinant of entrepreneurial leadership because it is the foundation, the cornerstone, of each of the above criteria, and of any others you might add to the list. Without knowing what makes you tick, you cannot pretend to understand others enough to be a true leader. TALK TO YOUR SELF. Oh, and remember to listen!

Hands-on specifics? Keep a journal. Date every entry every day. Separate facing pages into “What Happened” on the left and “How I felt” on the right. This discipline helps sharpen your skills to separate fact and observation from opinion and feelings. Write, draw, diagram, paste photos, spit, whatever floats your boat. It’s YOUR journal.

Attend group and individual “personal and professional growth and development”-type discussion and counseling sessions. Take advantage of local adult education programs that focus on self-expression — from giving speeches and stand-up presentations to writing or painting or photography or music or handicraft courses. DISCOVER YOUR SELF!

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WANT TO BE MORE OF A LEADER?

TALK AND WRITE LIKE A LEADER.

Over 30 years of writing and training business, industry,

healthcare, and academic leadership have taught me

some important words I now share with you . . .

People who regularly incorporate the use of the following kinds of words in their daily conversations and written messages stand tall among the most successful of worldclass leaders.

This magic pack of words is just for openers. You need to be willing to raise your own consciousness about whether the words you use every day are helping you perform to the best of your own leadership ability. This list can, in other words,  get you started. But only you can decide what works best for you and your personal leadership comfort zone.

The point is: Take a couple of minutes to review this list, think about it and assess yourself. If you can change some words you may presently be emphasizing that are not helping you perform, change them! It’s your choice.

Opportunity. Becoming. Challenge. Team. Can. Forward. Focus. Here and Now. Let’s. How? What will it take? Go! Do I understand you correctly to mean . . .? Us. We. Our. Fun. Enjoy! Together. For example. Passion. Try. Enthusiasm. Empathy. Customer. Diagram.  Innovation. Client. Partner. Listening. Self-esteem. Service. Needs. Desires. Learning. Facts. Exciting. God. Illuminating. Choice. Value. Timing.  Self-confidence. Trust. Authenticity. Genuineness. Objectives. Goals. Strategies. Tactics. Specific.  Flexible. Realistic. Ignite. Timeline. Activate. Boost. Stimulate. Care. Compassion. Spark. Consistency. Measure. Hustle. Effort. Reward. Share. Accurate. Recognition. Implement. Respond. Energy. Responsive. Responsible. Behavior. Spirit. Assist. Invigorate. Results. Invest. Humility. Grace. Please. Thank you. Respect.  Grow. Patient. Happiness. Family.

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Yada, Yada, Yada,

 Blah, Blah, Blah…

Odds are that your best leadership response to other people’s yackity-yack is probably NOT:  yeah, yeah, yeah!

When someone who follows your lead is being busy saying nothing (hmmm, sound familiar?), try taking the person off to the side — or into a private setting — and explain that you want to share the value of some of what you’ve learned from successful sales leaders.

Start by noting that virtually EVERY exchange we have with others EVERY day –both on the job and off– constitutes an attempt to sell SOME thing.

Yes, “EVERY” and yes, “SOME.”

Think about it before jumping down my throat with some condemnation for using “ALL OR NOTHING” language. Before you throw exceptions at me, take a minute to dissect them. Odds are you’ll discover that at least one individual in every interaction has a mission to sell her or his self, or ideas, or products or services, or brands, or affections, or . . .

Here’s what the world’s most successful salespeople know and practice: LISTEN 80% of the time and TALK 20% of the time. Maybe not easy, but it IS simple. And it works! This behavior breeds success in all walks of life with all kinds of circumstances where we seek to make a sale or an impression or gain trust or show understanding.

By disciplining ourselves to listen more carefully to those we are charged with the responsibility to lead, and by being more selective and economical with what we have to say to others, we are also becoming more productive with time and energy spent.

When we can save time and energy by communicating more accurately and productively, we are getting a better handle on what others want and need and suggest, and we are saving on wasted time and energy costs and lost opportunities.

But don’t stop there!

Talking less and listening more does NOT mean talking less and HEARING more. Active listening is an acquired skill that involves open body language (no arms, legs, ankles, wrists, hands, fingers crossed and no peering over the top of your glasses), paraphrasing and asking for examples and diagrams, and nonverbal (e.g., head nodding) as well as verbal acknowledgements.

It means paying attention, staying focused, not allowing distractions. Easy stuff? No. Hardly ever is it easy. Active-listening communication is more work and it takes longer. Ah, but you simply can’t compare the success-level results you’ll get with the productivity (or lack of) that accompanies the typical 80% talking communications that surround our daily lives.

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Your PEOPLE are your

  most important asset.

Do you think your organization’s product or service inventories are the most valuable assets to protect and nurture? You may want to re-visit where you and your organization/business/professional practice/group/ department/team would be without those who comprise the entity that makes you a leader:  your followers, your people.

Failure to recognize this truism is at your own peril.

Often those who work for and with us can –by virtue of the choices they make– unwittingly draw us into the flames they ignite. And leaders often end up compounding issues that arise by adding more bad choices –like throwing gasoline onto the fire. Victims of circumstance? Rarely.

Victims of failure to nurture and challenge and publically reward and frequently appreciate and reassure is more like it. Laziness and slacking off is more like it. So too is getting too big for one’s leadership britches!

Leadership is a fulltime function and minimizing bad choices is job one.

When leaders fully appreciate and frequently celebrate the performances of those who follow, they are ensuring renewal and continuance of loyalty and perseverance. This is the stuff that has built empires and won wars. The world’s most successful leaders know that the single most important craving that human beings have is for recognition, reassurance, and trust.

Seeking recognition, reassurance and trust is the conscious or unconscious pursuit of practically all human beings in virtually every circumstance of life, and –in addition to employees, associates, staffs, and teammates– this includes the vast majority of all physician and healthcare service patients — even those who go to emergency rooms!

It is our nature as people to look for ongoing approval, reassurance, and trust — a sense that we are performing okay, that we are okay, and that we will be okay.

This does not translate to everyone being neurotic or for leaders having to be shrinks, or having to pat everyone on the head and love every follower. Great leadership is not always transparent!

It translates to the need for leaders to appreciate basic human instincts and directly address them with actions and words by communicating directly, with authenticity and genuineness — instead of ignoring, patronizing or pandering, and beating around the bush. Remember poison ivy often grows around bushes!

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