Dr. Philip R. Rizzuto | Rizzuto Eyelid and Facial Plastic Surgery owner
‘The COVID-19 pandemic continues to be a defining event that reveals the strengths and weaknesses of every small business, including a medical practice. It has exposed both the threats and opportunities that have existed within every profession.
How do we not only survive but thrive?
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Seize the opportunity: Understand, and be reassured, that this crisis is finite, time limited and will end. Make sure that changes made now have an immediate, but more importantly, continued benefit for the business entity. Make sure you emphasize your expertise to improve quality of life, solve a problem and leave the door open if help is needed down the road.
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There is no “I” in team: Empower your staff, consider a more horizontal organization that empowers employees. Your team members are on the front lines and encounter different problems than you, as an owner or administrator, see. Team members are the first to meet an individual in the office and help set the tone for the entire visit. Encourage them to share perspectives and offer modifications that will make people happier.
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Metrics matter: Being subject to mandatory shutdowns provided an opportunity to assess benchmarks: patient wait times, outcome assessments and social media interactions. Look at the numbers. How can we do better? Ask your people, patients and clients to engage with your business on social media, have a conversation, use new signage and QR codes to ease engagement and accessibility.
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Be nice to people: The pandemic will soon become endemic. As we should be doing now, treat everyone with dignity, respect, kindness and make them feel safe. Listen to your people, be prudent and patient. They have a problem, concern or need … you and your business are there to help.