Never Underestimate
The Power of Your Staff
Gary Gerber, O.D.
You know the routine. You’re struggling with the decision to make a
change in your office. You think you might raise fees, change office hours,
or add a new frame line. You can’t quite make up your mind. And you think,
“If only I had an adviser or a committee to help me make my decision.”
But you do. We all do. Look no further than your staff.
Many of us don’t realize the benefits of involving staff in the day-to-day
decisions we make in our offices.
For example, let’s say you’ve thought about raising fees. Run the idea
by your staff. By doing this, you’ll accomplish two important things.
First, you’ll get another valuable opinion from a different perspective.
Employees can often give you insight about patients’ reactions to fees
that you don’t routinely hear. My clients who have asked their staff for
opinions on fees usually find them to be very supportive. Staff members
often encourage doctors to raise them even higher. Don’t be surprised if
they offer other ideas you never even considered.
If you approach them with the issue of raising fees, they may be able
to suggest when would be the best time and how to broach the subject with
patients. Employees will also be able to remind you of any printed materials,
phone scripts, etc. you’ll need to change to reflect the new fees.
Secondly, you’ll make your staff feel involved and appreciated. It
shows that you care about how these decisions affect how they interact
with patients.
However, if you’re only asking your staff’s opinion for the sake of
making them feel good, and you intend to ignore their advice regardless
of what they say, don’t ask. They’ll see right through you.
I’m not suggesting management by committee, and I still believe the
practice owner should have the final say. I’m advocating what’s been done
for decades in every other successful industry. Look to others for help.
Sometimes you need to look no further than your front desk.
E-mail questions to Dr. Gerber c/o reviewofoptometry@jobson.com,
or send them to Review of Optometry, 11 Campus Blvd., Suite 100, Newtown
Square, PA 19073.
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