You don’t have to be a genius to know that every building needs a solid, well-crafted foundation. Unless you have a death wish, you’d never ask a contractor to start building the first floor of a new office without first creating the foundation.
You know that the foundation carries the weight of the structure, and without it, the whole thing’s unstable.
Maybe you’ve never thought about it this way, but your telephones are the “structural foundation” of your Practice—the first and most important point of contact with a patient. What does that mean? It means that if you want your Practice to grow and operate at maximum capacity, you need to start by getting really good at the phones—you need to build from the ground up.
But let’s say you choose to do the opposite.
You start pouring money into other areas of your Practice (marketing or equipment, for example–) before ever training your team on the phones. Well, it’s time for a reality check. You are building a Practice with no solid foundation. You’re limiting your results, crippling your growth potential, and flushing your own time and money down the drain. After all, what’s the point in spending money on marketing to generate calls if your team doesn’t know how to actually schedule the caller? Or buying top-notch, fancy equipment if your schedule’s only half-full? It’s insane!
Let’s take a look at a real case study—Dr. Ryan Roberts. On May 21, 2012—the opening day of his Practice—he had a grand total of two employees, his pregnant wife and another “nice young lady with no experience.” Soon after, he hired a few more employees who he soon discovered were unengaged, and who made the office a negative, unpleasant environment for everyone. In fact, it got so bad that some of his referring doctors—other professionals in the community—told him that patients had been complaining about his rude staff members! And all the negativity was definitely taking a toll on Dr. Roberts. He lacked motivation, was disconnected from his checkbook, in the dark about office stats, and just “showing up” each day at the office, counting down the hours.
But I’ll bet you’ve guessed that this story has a happy ending, right? So, how’d he climb out of the hole he was stuck in? What was his magical solution?
Well, to make a long story short, Dr. Roberts had an “aha” moment. In June 2013, he called the Scheduling Institute with one simple request: to train his staff on the telephones. It was time to start building a solid foundation.
Just a few days later, his team had their first telephone training. “At that time, we had an average new patient load of 107 per month coming into the Practice. We had the training at the beginning of June and literally the next day, we had new patients on the schedule. The schedule wasn’t full and then BOOM, the very next day… It was filling up. All because of how the phone was answered,” Dr. Roberts laughed. “We actually finished that month with 121 new patients. That was a record. And in July we hit 167 new patients [a 56% increase in under 60 days!] All we did was change the phones.”
All they did was change the phones, but here’s what you need to understand… When you invest in the phones, the results don’t stop with new patients. In fact, after Dr. Roberts’ telephone training, all of his numbers rose. New patients. Collections. Production. You name it. Everything was increasing at full speed.
Within just six months following their first phone training, Dr. Roberts’ Practice was able to double their average revenue per new patient—and then double it AGAIN in the six months following that!
The dramatic increase in numbers has caused him to increase his team. He has now hired two part time associates, a full time marketing director, a greeter, a treatment coordinator, a financial coordinator, a team leader, and a team member that’s solely committed to answering the phone. Which was timely, as last July they hit a record 243 new patients!
He’s also well exceeded his original goal of 1.2 million in revenue. “There’s a definite focus in the office,” one team member said. “We have a plan. We know where we’re going, what we want to achieve, and what steps we need to take to get there.” And it all started with the way they answered the phones.
So, here’s the million-dollar question. How sturdy is your foundation? Have you built it for multi-million dollar growth? Or have you been building for years on a pile of sand?
If you are ready to make some intentional changes in your Practice, call 866-917-2808 today to talk to one of my team members about creating an action plan.
Until next time,