Dr. Jaquel Patterson, ND, MBA, is an experienced naturopathic physician and the medical director of Fairfield Family Health in Connecticut.
I’ve used the word “pivot” for several years now in my integrative medical practice, far before I saw it being widely used in response to the coronavirus. It has been interesting to watch and see how this phrase is now used as everyday vernacular in the business and entrepreneurship world. Although I can see why pivoting is being encouraged right now (after all, we are all facing a time of extreme uncertainty), I believe we are using this catchphrase all wrong.
As a doctor, medical practice owner and entrepreneur, I have pivoted my business since day one. It isn’t an incidental event or a situation that occurs; it is a mindset and way of operating. As a business owner and as a doctor, you must be pivoting every second, every moment of the day, at all times. If you aren’t, then you aren’t giving your patients or your business what they deserve.
It’s important to embrace this mindset, rather than only pivoting during a time of crisis. Here’s how:
1. Stay ready. It is important to never become too comfortable and think simply doing business as usual will keep you doing well in the long run. You “stay ready” by continuing to look at practice analytics, financials, networking, sharing and learning from others.
For example, a medical practice that does not “stay ready” or keep up with momentum is a business that might not survive these current times. Offices that were equipped and already offering telemedicine service for patients were much further ahead than those that did not and had a steep learning curve. Additionally, their patients were primed for an easy transition into adopting this model with very little persuasion needed.
2. Stay relevant. It is important to always keep updated on all of the newest innovations in your industry, whether clinical updates, research or breakthroughs. This ensures your medical practice or business is providing the highest-quality care to your patients or clients at all times, rather than adhering to protocols and practices that are five to 10 years old.
You can do this by attending more than enough required educational credits in your area of focus. Keep patients or clients updated through regular weekly or bimonthly email correspondence, and consider joining social media groups that relate to your industry and allow for discussion and sharing. Additionally, being part of your local associations and national groups help with this.
3. Survey your patients or clients. This is a common practice in our office. This shouldn’t be done in the traditional annual process. Your patients or customers should continually have the opportunity to give regular feedback. The feedback also shouldn’t be a suggestion box in the corner of the reception area; it should be at several points of care. For example, after seeing the doctor, the staff should ask, “How was your experience?” Then, this feedback should be documented and shared with leadership.
Also, upon completion of each visit, a patient or client should receive an email survey regarding their experience. These experiences are opportunities to see what is working well and not working well. It is also a way to capture positive testimonials that can be shared online and for others to view when choosing to select your practice or business. It is important to see if these experiences concur with the brand culture you have tried to create and assess if you’ve missed the mark anywhere.
4. Hold daily team huddles. Daily team huddles are crucial in private practice. They can be five to 10 minutes in length. Why are they important? They give you an opportunity for feedback again. The daily huddles should always include a review of the workday, outstanding items, and what worked well from the day before and what might not have worked well. It is a time to share both successes and failures, which is essential to keep your practice or business relevant and engaged.
5. Know the industry and business updates. Make sure to stay connected to local chambers of commerce and business associations. Ensure that you are aware of external factors, policy changes or demographic changes that might impact your business. Also, it is important to be aware of opportunities that might help support your medical practice and patients or your business and clients.
So, let’s make sure we keep in mind that pivoting is not a one-time occurrence, seasonal or a few-times-a-year occurrence. If you make an effort to pivot and adapt, you can keep your patients and clients engaged and ensure they receive the quality services they deserve. Remember, your consumers have options; make sure their choice is always you.
Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?
Dr. Jaquel Patterson, ND, MBA, is an experienced naturopathic physician and the medical director of Fairfield Family Health in Connecticut. Read Jaquel Patterson’s full
Dr. Jaquel Patterson, ND, MBA, is an experienced naturopathic physician and the medical director of Fairfield Family Health in Connecticut. Read Jaquel Patterson’s full executive profile here.