Most people are pre-wired to be competitive in all aspects of their life, and that most certainly includes doctors who have to work so hard to earn their credentials.
A competitive person is someone who competes with everyone around him – including his own staff and patients. He’s competing with everyone for time, energy and money. There’s a shortage in all aspects; there’s never enough of anything. It’s always a zero-sum game: if one person gets something, someone else has to lose something.
On the creative side, there’s an abundance. There are no limits. Ideas are free-flowing. People think creatively about how to provide services and solve problems.
You probably never thought about it this way, but your OFFICE is a reflection of whether YOU are a competitive or a creative person. A creative office has convenient hours for patients; the staff always say “Yes, we’d be happy to do that for you!” At a competitive office, the answer is often times “No, we can’t do that,” with little concern for patient convenience.
There’s no “magic pill” you can take to become a creative person. But you can look around your office to help you determine if you are one. Has the furniture and décor been the same for the past five years? That’s NOT a creative office. Do the staff reflect stagnation? Does the place look unkempt? That’s NOT a creative office. What do your patients think about your office (even if they don’t say it)? A creative office is continuously improving and making changes for the better. A creative office “Wows” its patients!
Here are just a few examples of the fantastically creative things some of our clients do to “Wow” their patients: Serve refreshments, provide luxury décor, provide iPads for patients to use while there, offer paraffin waxes and shoulder massages, give flowers to female patients, even wash their cars in the parking lot!
Creativity comes by NOT doing what everyone else is doing. By doing something different… something unexpected… something unique. Ask yourself, when’s the last time you offered a truly unique experience -– something a patient had never seen done before? Is your staff tuned into the lives of your patients? Do they send birthday cards and sympathy notes? Is the staff empowered to go above and beyond the call of duty when they think it’s warranted? You want the patient to actually comment on how impressed they are.
Now that’s a creative office, AND that’s how you differentiate yourself in the marketplace!