How to Run a Successful Practise - Dr. Malpani

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Dr. Malpani delves into what makes a successful practice in India

Transcript of How to Run a Successful Practise - Dr. Malpani

Page 1: How to Run a Successful Practise - Dr. Malpani
Page 2: How to Run a Successful Practise - Dr. Malpani

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

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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 ?

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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

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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 .

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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 !

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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 ?

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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

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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 ?

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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.

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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

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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.

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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

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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 !

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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 !

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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 ?

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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 !

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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 !

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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 !

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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

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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

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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

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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

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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 ?

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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.

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The golden ruleThe golden rule

Patients are the practisePatients are the practise

Everything else is just paper work !Everything else is just paper work !

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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

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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 !

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