how to run a successful practise - dr. malpani
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Dr. Malpani delves into what makes a successful practice in IndiaTRANSCRIPT
How to run a successful IVF How to run a successful IVF Clinic - mastering the art of Clinic - mastering the art of
private practiceprivate practice
Dr Aniruddha Malpani, MDDr Aniruddha Malpani, MD
Dr Anjali Malpani, MDDr Anjali Malpani, MD
Why this talk ?Why this talk ?
IVF has become a very competitive IVF has become a very competitive field todayfield today
Struggle to surviveStruggle to survive
How can you thrive ?How can you thrive ?
The problemThe problemUnfortunately, while doctors are Unfortunately, while doctors are quite eager to discuss medicine, quite eager to discuss medicine, most are unwilling to talk about the most are unwilling to talk about the nuts and bolts of how to run an IVF nuts and bolts of how to run an IVF clinic in real life clinic in real life Don’t want to enrich the competition Don’t want to enrich the competition by giving away their “trade secrets” !by giving away their “trade secrets” !We can learn together and help each We can learn together and help each otherother
A doctor needs to wear many hats !A doctor needs to wear many hats !Clinician , who has polished medical skillsClinician , who has polished medical skillsAcademician, who is a constant learner Academician, who is a constant learner Manager , who understands the business aspects Manager , who understands the business aspects of running a profitable clinicof running a profitable clinicCEO, who understands how to motivate staff and CEO, who understands how to motivate staff and lead people;lead people;Financial expert, who can manage his money Financial expert, who can manage his money Family providerFamily providerSelf caretaker, who know how to look after Self caretaker, who know how to look after himself and fulfill his personal needs .himself and fulfill his personal needs .
The solutionThe solutionThere is no need to reinvent the There is no need to reinvent the wheel wheel The challenges are similar all over The challenges are similar all over the worldthe worldWe can learn from our colleagues We can learn from our colleagues and from peers in other parts of the and from peers in other parts of the worldworldApply knowledge from other fields to Apply knowledge from other fields to ours !ours !
Being a doctor today is not easyBeing a doctor today is not easy
Do you find that there is:Do you find that there is:
too much worktoo much work
too much hassletoo much hassle
too much competitiontoo much competition
too much despair; andtoo much despair; and
too little reimbursement ?too little reimbursement ?
Common response – work even Common response – work even harder !harder !
Run around from clinic to clinic, Run around from clinic to clinic, hospital to hospitalhospital to hospitalTry to “expand” your practise to get Try to “expand” your practise to get more patientsmore patientsOften we are running just to remain Often we are running just to remain in the same place ! in the same place ! Only 24 hours in a day !Only 24 hours in a day !Fed up and unhappyFed up and unhappyNo time for yourself or your familyNo time for yourself or your family
Are you fed up of…Are you fed up of…
Long energy-exhausting hours and Long energy-exhausting hours and crushing workloads leaving little or crushing workloads leaving little or no free time for yourself or your no free time for yourself or your family ?family ?
Demanding dissatisfied patients ?Demanding dissatisfied patients ?
Inadequate payment for all your hard Inadequate payment for all your hard work ?work ?
Need to work smarter – not harder !Need to work smarter – not harder !Need to learn tools which will:Need to learn tools which will:
Give you control of your time; Give you control of your time;
Allow you to do work which you felt Allow you to do work which you felt was worthwhile, for patients that you was worthwhile, for patients that you enjoy seeing; andenjoy seeing; and
Pay you well for your effort, so that Pay you well for your effort, so that you enjoy going to work every day. you enjoy going to work every day.
Practise management skillsPractise management skills
Every doctor is an entrepreneurEvery doctor is an entrepreneur
Needs to run a businessNeeds to run a business
These skills are never taught in These skills are never taught in medical collegemedical college
Some doctors never learn them, and Some doctors never learn them, and struggle to manage their practisestruggle to manage their practise
5 stages of a doctor’s career5 stages of a doctor’s careerEntry, when you are starting out; Entry, when you are starting out;
Establishment, when you have created a Establishment, when you have created a name for yourself; name for yourself;
Exploration, when you look for new fields Exploration, when you look for new fields to conquer; to conquer;
Specialization , when you settle down in Specialization , when you settle down in your niche; andyour niche; and
Mastery, when you establish yourself as Mastery, when you establish yourself as the Expert in your area of interest.the Expert in your area of interest.
Specialise !Specialise !Need to carve out a niche for Need to carve out a niche for yourselfyourselfShape your practise around your Shape your practise around your abilities – you will become extremely abilities – you will become extremely good at doing what you enjoy !good at doing what you enjoy !Don’t try to do everything – refer Don’t try to do everything – refer patients to colleagues and juniors ! patients to colleagues and juniors ! We do only IVF – refer IUI to other We do only IVF – refer IUI to other clinicsclinics
MarketingMarketing
Marketing is NOT a dirty wordMarketing is NOT a dirty word
Doctors have always marketed Doctors have always marketed themselvesthemselves
Traditionally, it has been “word of Traditionally, it has been “word of mouth” marketingmouth” marketing
This is still the best type, but it takes This is still the best type, but it takes time. This is most worthwhile time. This is most worthwhile investment of your time !investment of your time !
Promoting your practisePromoting your practiseAdvertising can be very expensive, Advertising can be very expensive, and is usually not cost effectiveand is usually not cost effectivePublic relations firms have become Public relations firms have become very popular amongst doctors very popular amongst doctors recentlyrecentlySatisfied patients are your best Satisfied patients are your best marketing tool – concentrate on marketing tool – concentrate on keeping them happy !keeping them happy !
Employees !Employees !
Can be your biggest asset – as well Can be your biggest asset – as well as your biggest problem !as your biggest problem !
Keep your employees happy, and Keep your employees happy, and they will keep your patients happythey will keep your patients happy
Don’t skimp on their salariesDon’t skimp on their salaries
Train them wellTrain them well
Key test – how well does your clinic Key test – how well does your clinic run when you are not there ?run when you are not there ?
Start your own website !Start your own website !
Patients are hungry for reliable Patients are hungry for reliable informationinformation
The internet is an excellent source of The internet is an excellent source of information, but a lot of this can be information, but a lot of this can be wrong and dangerouswrong and dangerous
Provide reliable information to your Provide reliable information to your patients through your own websitepatients through your own website
Very cost effective !Very cost effective !
Prescribe information !Prescribe information !
Spend time on educating your Spend time on educating your patientspatients
Use as many resources as possible – Use as many resources as possible – websites; printouts; books; CD-ROMswebsites; printouts; books; CD-ROMs
Infertile patients appreciate this – Infertile patients appreciate this – and you stand out amongst your and you stand out amongst your peers !peers !
Polish your bedside mannerPolish your bedside manner
The most important intangibleThe most important intangible
Your patient needs to know how Your patient needs to know how much you caremuch you care
Technical competence is usually Technical competence is usually taken for grantedtaken for granted
Simple measures – be polite; sit Simple measures – be polite; sit down while talking to the patient; down while talking to the patient; smile; don’t interrupt ! smile; don’t interrupt !
Non-verbal communication - Non-verbal communication - SOFTENSOFTEN
S- SmileS- Smile
O - Open postureO - Open posture
F- Forward leanF- Forward lean
T – Touch. This is a privilege – use T – Touch. This is a privilege – use
it !it !
E – Eye contactE – Eye contact
N - NodN - Nod
Develop empathyDevelop empathy
Learn from Munnabhai, MBBSLearn from Munnabhai, MBBS
Polish your EQ skills !Polish your EQ skills !
A high EQ is far more important than A high EQ is far more important than a high IQa high IQ
Stress management – Stress management – Preventing BurnoutPreventing Burnout
Learn to say NoLearn to say No
Learn to take care of yourselfLearn to take care of yourself
Balance your professional and Balance your professional and personal prioritiespersonal priorities
Develop a strong support systemDevelop a strong support system
Become a Professional – Become a Professional – The Trust EquationThe Trust Equation
T = C + R + I/ S, where T = C + R + I/ S, where
T = TrustworthinessT = Trustworthiness
C= CredibilityC= Credibility
R= ReliabilityR= Reliability
I = IntimacyI = Intimacy
S= Self-orientationS= Self-orientation
Become a Professional – Become a Professional – The Trust EquationThe Trust Equation
Credibility = can your patient trust what Credibility = can your patient trust what you say ?you say ?
Reliability = can he trust your actions, Reliability = can he trust your actions, confident that you will act honorably ?confident that you will act honorably ?
Intimacy = is he comfortable discussing Intimacy = is he comfortable discussing his feelings and emotions with you ?his feelings and emotions with you ?
Self-orientation = can he trust your Self-orientation = can he trust your motives, knowing that you care about him, motives, knowing that you care about him, and will act in his best interests ?and will act in his best interests ?
The joy of practising medicine – The joy of practising medicine – how to be a happy doctorhow to be a happy doctor
Care for your patients. Treat all your Care for your patients. Treat all your patients like VIPs . patients like VIPs . A healthy doctor-patient relationship A healthy doctor-patient relationship nurtures both patient and doctor ! nurtures both patient and doctor ! Savor your patients. When a patient Savor your patients. When a patient thanks you , relish that moment. thanks you , relish that moment. Those moments are the real reward Those moments are the real reward for being a doctor, if you can slow for being a doctor, if you can slow down to let them in. down to let them in.
The golden ruleThe golden rule
Patients are the practisePatients are the practise
Everything else is just paper work !Everything else is just paper work !
The joy of practising medicine – The joy of practising medicine – how to be a happy doctorhow to be a happy doctor
When it comes to getting positive When it comes to getting positive feedback, no profession in the world feedback, no profession in the world comes close to medicine ! comes close to medicine ! A good doctor can have the best A good doctor can have the best emotional income in the world !emotional income in the world !Be thankful daily that you have the Be thankful daily that you have the opportunity for helping others – opportunity for helping others – expressing gratitude will help you expressing gratitude will help you find contentment and self-worth find contentment and self-worth
One major problem One major problem
Doctors are daily wage earnersDoctors are daily wage earners
Don’t work – don’t get paidDon’t work – don’t get paid
Need to plan for the futureNeed to plan for the future
Develop stream of “passive income”Develop stream of “passive income”
Learn to use other people’s time andLearn to use other people’s time and
other people’s money to make more other people’s money to make more money !money !