MARIE CZENKO KUECHEL AESTHETIC MEDICINE GROWING YOUR PRACTICE Thieme
(Trang không có chữ)
GROWING YOUR PRACTICE
(Trang không có chữ)
By
Ma r ie Czen ko k u eCh el , Ma
C s t t d F d ,
C k c C s t g, l td.,
C c g , i s
GROWING YOUR PRACTICE
Director, Editorial Services: Mary Jo Casey
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President: Brian D. Scanlan
Cover im age: Mark Weiss/Photodisc/Getty Im ages.
Library of Congress Cataloging-in-Publication Data
is available from the publisher upon request.
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by the publisher that it is in the public dom ain.
T t s w , w , w
w t p ss , t ty, f t
(Trang không có chữ)
Bradley P. Bengtson, MD, FACS
F M mb , C t f a st t cs P st c S y, g
r p s, M c
Gene Colón, ESQ.
a ss st t v c P s t, M c M c r t s, a ct
C sm t cs, l ’o , n w Y , n w Y
Julius W. Few, MD, FACS
C c a ss c t , d p tm t f S y, d s f P st c S y,
u s ty f C c P t Sc f M c ; d ct , T F w
i st t t f a st t c P st c S y, C c , i s
Heather Frayn
Sc f J sm, u s ty f M ss , C mb , M ss
Alan H. Gold, MD, FACS
a tt S , d p tm t f S y, d s f P st c S y,
n t S u s ty h sp t , M ss t, n w Y
John E. Gross, MD, FACS
C c a ss c t P f ss , d p tm t f S y, k c Sc f
M c , u s ty f S t C f , l s a s, C f
Victoria Hulett-Gross
F , (exc s —B ty St c P t C mp y);
a t d ct P c , l s a s, C f
Jack P. Gunter, MD, FACS
C c P f ss P st c S y C c P f ss o t y y,
u s ty f T x s S t w st M c C t , d s, T x s
Steven M. Harris, ESQ.
Mcd h p s l l C, C c , i s
Mark L. Jewell, MD
a ss st t C c P f ss , d p tm t f P st c S y, o h t
Sc c u s ty, P t , o
CONTRIBUTORS
C t b t s
Mary Lind Jewell, RPT
C p t P ct c M f M J w Md , PC, e , o
John N. Kuechel, CPA
P t , B t P t s l l C, Sc mb , i s
Mary P. Lupo, MD, FAAD
C c P f ss , d p tm t f d m t y, T M c Sc ;
d ct , T l p C t f a st t c g d m t y,
n w o s, l s
Kevin McConkey
P c p , g p d s , C c , i s
Daniel C. Mills, MD, FACS
a ss c t C c P f ss , d p tm t f S y, d s f P st c
S y, l m l u s ty Sc f M c , l m l ;
a st t c F ws p d ct , a st t c P st c S c i st t t , i c.,
l B c , C f
Foad Nahai, MD, FACS
C c P f ss f P st c S y, d p tm t f S y, em y
u s ty; P c s P st c S y, a t t , g
Marian D. O’Hagan, RN, BSN
C c T Sp c st, l s iPl Sp c st, P m M c
T c s, B t , M ss c s tts
Steven L. Ringler, MD, FACS
C c P f ss f P st c S y, d p tm t f S y, M c
St t u s ty, g r p s, M c
Renato Saltz, MD, FACS
F m a ss c t P f ss f P st c S y, d p tm t f S y,
u s ty f u t , S t l C ty; M c d ct , S t P st c S y
Sp v tó , S t l C ty P C ty, u t
Karen A. Zupko
P s t, k z p & a ss c t s, i c., C c , i s
r s cc ssf m c p ct c q s t p ys c t s p
b s ss-m m t t c q s ct y. h w , s c c c pts
y t t m c sc s cy. T s p s-
p , ct s m st st mp y b s ss pp c t
m c p ct c s. M C k c ’s b , AestheticMedicine:Grow-
ing Your Practice, t s t y y sp ct f p m t -
s cc ssf st t c m c p ct c .
i p s y w t ss st w xp c s -
c t s c f p ct c m m t. S s xt s xp c
s st ct t p ys c s’ m t s. S s m s y s -
f xp c s j st, t s s c , c s m c t ,
c s t t t ty f m c p ct c s.
C t s c m t c y t st c ; f m pt s
b t p ys c s t p b c, p t y b c s f mp t c -
y mp s s “c sm t c m c ,” w c c s s c s
t t w t p s y w t t p c f c ss c st t c s y
p ct c s. C s m s w t t s s c s t s ts t y .
a t s t p s t p c t s m s ts s s c
p c s, ct st t c p ct c s c p t t s pt s t t
m m t m t mp s ts s w s t s cc ssf y c mp t t
m tp c . h wt s c b t t t p ct c s t t s
p s.
B s cc ssf st t c p ct c s q s m t b p -
t ts t t c ; t t s p s t s p t ts w t t p ct c
m t t y tyt p st b , -t mb s ss. T
s tc ts t c t s s.
Aesthetic Medicine: Growing Your Practice t s s s b , p c b
pp c s w t mp s s s c , c mm c t , t cs, sty,
FOREWORD
x
x
F w
t ty t p ys c s t m t t w s xp ct t s,
w t s m mp t t, t m t t p t ts’ s s xp ct -
t s. T s b s b sp ct m fc s t s p ct c m -
m t w t t p tf s ss c t w t p ct c .
C pt s c f m t m t , p s t , st , w-
t p ct c s w s s f ty, c mm c t , c c c s.
T s c m , b t t f m t s ’t t fsty . T s b
t y ss s t b s cs w m yf s s. it s ss -
t t y y p ct c t mp c mp t , b c s f y st y
p c , y w m b c w s t st f t w c s. M
C k c ’s b p s m t s t mp y p ct c . it s
t t p p ct c p s xc t t p t
f mw c t w ’s t j ct yt w s cc ssf st t c p ct c .
Robert Singer, MD, FACS
Clinical Professor of Surgery (Plastic), University of California, San Diego;
Past President of the American Society for Aesthetic Plastic Surgery;
Past Chairman of the Board of Trustees of the American Society of Plastic
Surgeons
PREFACE
a st t c m c s x st f c t s— b f C p t c m-
m p ys c s t t s c t f t y t . S s s t
b t t m f ss s, b t t p s t fy t b ty s
t f ms. i sc c - t c y- s c ty, w c -
t y y s t t f xp ct cy. i t , t
st t c p c s w b t s w t s b s s f , t t
pp c , t p s ’s s f-c c .
T f st t c m c s b w t w p c s— t s
b c m b b s ss. M c s t st —t y’s m c p ct t s, f m
p st c s s t m t sts, c mm c c : t b c mp t-
t p p y st t c s c s, t y m st s b c -
s mm t b s ss p f ss s. B s ss c m s c t c t t s c-
c ss. a st t c m c xt s f b y s y t c c sm t c
m c , st t c s c s, s c — t st y, w t ss,
w t s m c “ t m c .” T y y m st m t t
y b st c , s c s, xp t s ; y m st w w t s c
b s ss, w t st s y p ct c f m t m t t f t s
t m tp c , w t sp q c y ct y t c s
t c y t c m c c m t .
W t y s p ct t p t , w t y p ct c s
p y st t c m x f p y p y s c s, w t y
j st b y c st t c m c t tt mpt
t p p c w t y c mp t t m t pp t t s—y m st
c t t y f t p s s s f t p p , t y
w .
W t s p p ? T y ’t c st m s; t y ’t c m t p -
c s s m t t b , p y , p ps t t . n
t y m y p t ts s m c t tm t. T y clients—p p
w t w m y m st b t s p. T , b t t t -
s p, y m st c t t t c t t b c m p t t—s m w -
x
x
P f c
s m c t tm t t t f c ss ty, b t t f p s s
t y xp t s , t st y, s c . T t m t s t -
t t t p t t s t t y m y p t tm t t f t t .
r s c c s m s f st t c m c ms t t t st m j ty
w p c w c s t s c s t t t m —
m s w s w m . a typ c p ss s f c t p t t t -
q st s t py, s c s s t tm t, t pt f m -
m y s j t p c , t m t yc s m s
s c pp c s t m t y t f pp c . a st t c m c
s t y s m t f m c t t c s b y b s c t c t s-
s st p t ts t s y s t y f , t c w t ty s b -
st w , t f t s t c t t p ys c m t y w ys
w s t p s t t t w .
i my w w t p ys c s, i ’t mp s s st—i p t s .
T b s ss f st t c m c s yt bs t s: t , m t -
t , t ty. Y t s b -c t c sp c st, y
m t t t p c y p t ts’ s b y w , y
y s f t t st st s f t p ct c .
AestheticMedicine:GrowingYour Practice s t s ct t w c t x-
p c s t p c p s f s cc ssf b s ss p ct c s st t c
m c m t. i ’t c m t t , , s syst m
f s cc ss; i y st t p t w t w s, t sp t s, t
ss st t s t s t c ct.
T s b w s w tt b s t m y y s st f xp -
c s i’ c s t w t st t c p ys c s. S s ct s
t t t s w t s b c s f m f c ts f b s ss
w t s b c s c t b t t xp t s . ex mp s
c s st s t t m st t y p ts. T s c s s
b s - f s t t s f c by my c ts s t y st t m st
t b s ss p c p s, b s, c s f st t c m c .
Aesthetic Medicine: Growing Your Practice s s t p y -
st t ss t c mp ts t t b s ss f m c t -
sp t t y m c w f st t c c . it s sy-t -
P f c
x
f w f m t t t f c s s t b s t t y t : w ,
w t, w , w , w y, w. T c pt s p t
w c sp ct f st t c p ct c , f w by st p-
by-st p p f t ct s c ss y t s cc .
S ct i ps s w t y s p ct t s w t
t y w p y st t c m c , w t st b s w p ct c ,
t p t s p, xp x st b s ss. C pt s ss
t s pp t p y s f t t p s , c m st t st , t
c c t m, c s s, s w s t t t
m t t fy t c mp t t .
S ct ii c s s t mp t c f p m c s st t
b f t p ct c s ct s , ct p ct c m . P -
t t xp ct t s t s s t p ct c sc ss .
S ct iii xp s t t s f b f c ty
c mm c t b t s ts t p ct c . S ct iv f c s s
p cy ss s t t m f pp t t s, s t t cyc s f
p t ts’ s s t b st t .
S ct v ss s s tt cc mp s p s , p f ss ,
c t/p t t, p ct c s, s w s m t s f ty f y
ss c t w t t f c ty. F y, S ct v i w s t t t p c -
p s f t s ct s t p t p ys c t f m t s p
f s cc ss, t fy p s p ct c m t t s, m x m -
s c s t s ps.
AestheticMedicine:GrowingYour Practice s t f t s w b
s i t t st t c m c s y w p ct c by t s w t
pp p t t s , w c t t s s m t f m c
m t b s ss w c q p s s mp y c t c mp t .
T s b c s s t b s s f y t b , w, w, s p
y p ct c t t b s ss t t t s. it s myf t p t t
y w mp yt p c p s st t s t , t t y w
f y c mm tm t t y t s st y w t sty s
y p t ts’ s sw t t ty. S cc ssw t bt yb y s.
Marie Czenko Kuechel
(Trang không có chữ)
ACKNOWLEDGMENTS
T s m c m t p p t wt y pp . F c s, b s, x-
p ss s s b , b t s m c m s p w t c p s . W t
s s m b s t t t pp c c m s w t s p w t ’s
s .
i’ t p f w m st p ys c s w t y p -
t ts’ tw sp ct t m tc t sp ts, b t w s c
t t p t ts m st st s f- sc y b f t p t -
t y f -c p c . T s t y st t c p ys c s. T y
c my p f ss c ts, f s, s s t m t y
f m y.
W i w t my st b , my s s, n c s a w, w ppy
t s. T y t y m y m w cc pt t t t
t m s w t y m st s m , t s w t y c j y m t
t st t c m st s. o s c m st s r b t S , Md , w mi s
t w t t f w f t s b . h s m w s s cc ss s b t s
t ty, s s , s p ss ; s t t m m y ss s, c -
s t c p s p y, w c s q t w t t p s f t s b
w c i p y t w mb c . n c s, 11, a w, 9, c -
c t b w t t w m ss . M yt w ft t w f
w y p s t mb c t s y .
T myf m yi w t p st t t . n c s a w, t y
f y p t c , sc p , . a s y w, y c t t m
m w t y c s ty, t m t , c , mb t . J , t
y f c m t b my w w m w st m m f
w s , f st , c , st . M m
d , i w w ys b t f f t f t y m , w, w t
M m P p, f t c f t s t m f t w i m w y.
x
x
a c w m ts
My m t a w s w m t bym s, b t by c . S
p s t t b ty c ct w . n y 25 y s ft
t , s m s my st t , my , my c sc c .
l , t y f m m t t p y, b c , st ct s-
s t ; t st s t b .
T m y s w p m t s p t m ss s c y
t s p s. T t c t b t s t t s b , i w w p c s t m
s, i m t f t y f s y xp c , s , w s-
m. T st fmyf s, s s, s pp t s c b c m b
f ts w f i t t m y w s s w xp -
c t m t s b p ss b . it s b my p t c t t m s-
t s s w s t f m y m mb s s my f s c t b t s; my f
s b c by t sp c m m ts t w ’ s t -
t t t y s. My t s, sp ct, t M M y
J w ; h y J w ; r b t S J t h s S ; S m
r F c s; r t F S t ; J s J f F w; F
S n ; h a m z ; J v ct g ss; d
J M s; a C g ; g s C m C ; J m l s
M t s; B b l St t ; g C ó ; J c g t ; St h s;
M yl p ; M o ’h ; St r ; k z p ; J o ’l y;
B B ts ; h t F y ; S y C t ; k McC y; k y
k m s ; J m h mm ; J k ; M c r s; a b n w ;
T r s b ; v Mcn ; M B tt.
Sp c t s t r t S t f c ct m t c p b , -
, t p b s , k B , P s t Ceo f
Q ty M c P b s . T M c B , S W , a -
w B , a m B , t t QMP t m, t y f t
p f b t m t s t s y -
b y.
n t ws w t t p ss . i w s y t s t p ss t -
y s cc ss, t s w y w , t w ys mb c t s
y .
x
CONTENTS
F w
Robert Singer, MD, FACS x
SECTION I WHO
C pt 1
W a Y ? 3
C pt 2
W is Y T m? 9
C pt 3
W d s Y M t? 27
C pt 4
W is t C mp t t ? 45
SECTION II WHAT
C pt 5
W t is Y i t ty? 59
C pt 6
W t is Y M ? 67
C pt 7
W t d Y P t ts exp ct? 95
C pt 8
W t d s r s ? 123
SECTION III WHERE
C pt 9
W W Y P ct c ? 153
C pt 10 W W Y C ct? 171
C pt 11 C ct o ts Y P ct c 209
C pt 12 C ct i s Y P ct c 265
x
C t ts
SECTION IV WHEN
C pt 13 W d Y S o pp t ty? 303
C pt 14 W d Y r sp t Cyc s? 327
C pt 15 W d Y P ct c P cy? 343
SECTION V WHY
C pt 16 W y d Y P ct c ? Y B s ss,
Y g s 359
C pt 17 C t P t t g s 395
C pt 18 S f ty: T u t m t g 415
SECTION VI HOW
C pt 19 h w d Y P f S cc ss? 433
C pt 20 h w d Y M l m t t s? 453
C pt 21 h w d Y o pt m r s c s
r t s ps? 471
a ft w
Nicholas and Andrew Kuechel 489
i x
493
GROWING YOUR PRACTICE
(Trang không có chữ)
Who
Only as an aesthetic phenomenon is the world justi ed.
— Fr ied r ic h Niet zsc h e
I don’t believe that the world is only an aesthetic
phenomenon. But to those who sincerely appreciate an
aesthetic world, beauty is an extraordinary thing.
SECTION I
1 Who Are You?
2 Who Is on Your Team?
3 Who De nes Your Market?
4 Who Is the Competition?
(Trang không có chữ)
TH E P ROVIDER AND P RACTICE
You a a m al p of onal w a g f om an a m al
ool. You av ompl you n yan po bly l af llow p
n a p og am a n lu a n ng n a m n an u -
g y, nam ly, pla u g y, o ola yngology, ma ology, op almology,
an p ap n y, an you av v boa a on la o
you p al y. ifyou ono you lf n p on, b au on : o-
ay’ p o p v l n /pa n b nfo m an pla mo mp a
on n al an you m g al . W o you a a am alp of onal,
by n on an by ogn n al , n al o you u .
Unfo una ly, no alway a y fo publ o m n a m al
p of onal’ qual a on . t a o p al p ov nga
v ; om a nonp y an , w a o a qual p ov
w o a o ng n o o y b yon op of a n ng. e abl ng
you p al yan v oul b mpl po on ofyou plan fo a
nonpayo p a : p ov w a you pa n wan ; upply w
a man . Bu ’ no a a y.
You pa n may om m b mo va o qu la a m n of
mom n , a p o u a may no v n b app op a fo m. h ow-
v , f v you p ov no of g nu n valu , you’ll lo b l-
y. W a you pa n wan may no b w n you op of a n ng. if
you oo o bu l a p a by p ov ng v ou op of
WhoAreYou?
Who are the providers of aesthetic medicine?
This is not a matter de ned by turf; it is a
matter de ned by training.
CHAPTER 1
s on i: W o
you p al y, b p pa fo a oug l mb. A n oul no augm n
l p an a pla u g on oul no o n al v n ; a ma olog
oul no p fo m b a u g y, an a fa al pla u g on o op -
alm pla u g on oul no p fo m bo y on ou ng.
if you p a w ou valu o p fo m p o u ou op of
you p al y, you bu l you p a on p lla of an . W ou a ong
foun a on, you pa n , publ , p , an v n a w ll v n uallyqu -
on you b l y. A m n a v an a bu n ;
ba on you pu a on an b l y. You b l y no m a u
by v bl ou om alon , bu by l n al ou om , v xp -
n , an valu pa o a ompl you pa n ’ —you u om ’ —
goal . B fo you an n avo o p a u fully, you mu -
n you p a , l g ma lyan onv n onally, an w oyo w om.
RELATIVE WISDOM: Coyote Wisd om *
W n i wa 12, my fa pu a .22 n my an a ou fam ly’ lak
ou an aug m o a a g —a an p opp on a ump fa ng
woo . No ommon p a fo a ubu ban g l an Fo un 500 a ,
bu i a goo a m.
t yy a la , i av oyo n myya . i av xp n w a.22.
i av goo a m. Bu i know ow o an l : i a p obl m. i
all a p al l n by a o al w w l l f a a . i a k
xp n an n al , a kfo f n an plan ofa on. i a kfo
a o ma , owlong nk w ll ak , ow w ll up ou l v ,
an w a k a a o a w all of op on a p n . t n
i m o a ompl my goal: mov a a n ng b oo of w l an -
mal o p v n m f om a m ng p an l n w o popula my
ya w nowball g , w ng onv a on , an n g m gam of
a l g ag.
c ompa nga m n o un ng oyo may ma , bu
l van . Know ng ow o u a alp l, a annula, o a n l , wa ng
om on mon a n qu , an n p a ng fo a o m on an
an malmo lmaymak you apabl ofp fo m ng a n p o u , bu
a nly o no m an you oul ov a —an ul ma ly fa l by b ng
ov ly amb ou .
*Coyote Wisdom l of a book by L w M l-M ona, Md , a xplo m n -bo y
onn on o al ng pa n oug o y ll ng.
c ap 1: W o A You?
5
You w ll no u n bu n of a m n ba on -
v you p ov alon . You pa n an p w ll m a u you u
by follow ng pa am :
Outcomes: t p y al ul you a v , an ow o
ul an m an o p o u m m you pa n ’
goal an p l m .
Experience: t onn on o you p a , n lu ng
v y a lan v yp on n you p a a n la
o a an xp n . su aff by a n oun
o va abl , by a xp n a aw ol , an by oll -
v xp n ul ng f om you v .
Value: t p o u of you p a o valu on of
you nv m n an a n m , mon y, pa n , u-
m l y, an .
W n you n , n , o ang you p a , nv n a n w k ll o
nology, a n w mploy , o o a you p on a a, you
mu on owyou a on w lla ou om , xp n , an valu .
YOUR ROLE
t va majo y of p y an p a ng a m n a n p va
p a . A a p va p a on , you a p op o mak ng bo l n-
alan bu n on o l ga ng m. Ul ma ly pon b l y
ol ly you . You may m - a o , fa l , qu pm n , o v n
a , bu bu n n y w olly own by you. t a many o
ol you mayful llf ombo am alan bu n p p v . t ya
no all mu ually x lu v an n lu :
Partner: You an ano p y an of am , ompl -
m n a y, o ff n p al may a own p of
bu n n y—you p a .
Fellow: B fo you abl you p a o u ng
ou of you p a you may a n an wo kun u-
p v on of ano p y an. You oul a p only a -
s on i: W o
f llow p . in apa y, you w ll l a n n w
k ll , n qu , an p a l on f omyou m n o ;you
w ll al o ob v an ab o b xp n a w ll lp you
ap ow you o o o no w o p a .
Employee: You may wo k fo ano p y an, p a
g oup, o v n a o po a n y, o p al, o un v y. You
may av only l n al u , o f n manag m n o a -
m n a v u a w ll. L k any mploy , you a pa of
a am an pa of a a y w an oppo un y o g ow.
Contractor: in ua on, you a a f -fo - v on-
a o , o you av a on a w n you oll f an
payap n ag o bu n n y o w you a on-
a . c on a po on a mo of n o - m oppo -
un a an volv n o mo ou bu n la on-
p , o no .
Professor: You a you p al y an a o ngly p a
you p al y.
Supervisor: You ov ag oup ofp y an o p ov o
ov a fa l y.
Director: You l n you xp o ap pol yan op-
a on of a p a , p og am, o bu n n y.
Network participant: You a pa of a g oup of p y an
w om ommon g oun , u a b long ng o am
o p al g oup. N wo k pa pan a al o ommonly
o w o a p f p ov o p f n u an om-
pan an w o ag o p n go a a o o a p -
f numb ofpa n . in p a ofa m n
you may p fo m mbu abl p o u a n lu ap-
p a an n an m n . You mu know w a p m bl
an app op a o ubm fo mbu m n an w a no ,
an p a a o ngly.
c ap 1: W o A You?
IN P RACTICE: Th e Bu sin ess of Med icin e
som ng a no aug n m al ool; nam ly, ow o un abu n
(o p a ). t fa wa mp a o m u ng a n onv a on
w a a n ng p og am o a w u unm n of -
n . h a , “t on ng v y o o mu l a n fo m lfo lf
ow o un a bu n . A an a a m an i on’ un a p va p a ; i
an’ a a . in f llow p , n on’ g lo noug o -
on-mak ng p o o l a n f om . t only an o l a n abou
bu n of m n an on, an a o o , w ju on’ mak goo
bu n m n.”
i ag . “You a a p y an. ea ay you mu mak on fo
you pa n . t pa o you own on-mak ngp o an o m a u -
ng po n al mpa of olu on no n .” A appl o you p a -
, n lu ab l y o:
1. Examine: Looka “ gn an ymp om ” a oun you o mak
a agno . c oll all l van fa an n you goal .
2. Diagnose: d m n w a on n o b ma an
mo va on fo mak ng . i n fy all op on an fa o
a n u n o op on .
. Prescribe: Mak b omm n a on fo ua on, an
ou l n ou n a y o a v goal.
. Follow through and follow up: Mon o ua on af you
on ma an oug ou ou of a on. c oll
f ba k, an v plan a n a y.
. Measure outcomes: soun v n n pu abl — n l f , n
m n , an n on-mak ng. M a u you ou om f om
all l van po n ; you on a “b p a ,” o an you
n way o mp ov ? W a av you l a n a you an ap-
ply n fu u ?
W o you a a a p y an v al o you p a . h ow you p a a a
p y an an abu n p on v al o you u . Bu a follow ng
ap w ll mon a , no on an o alon .
(Trang không có chữ)
Y u r physi i n, nd y ur pr ti is y ur busin ss, but y u nn t d
it ll l n —y u n d t m. Busin ss rg niz ti ns h v s m ny hi r r-
hi s s th r r busin ss m d ls. M r imp rt nt th n wh th r y ur pr -
ti is t p-d wn r sp k - nd-hub m d l r th p pl nd fun ti ns
th t mp s y ur t m. Y u will h v y ur r d y-t -d y p r ti n l
t m, y ur st , lini l supp rt, nd full t m f pr f ssi n ls ss nti l
t k p th busin ss n t just running, but mp titiv . Th riti l fun -
ti ns f y ur pr ti r th d isi ns r l t d t th s fun ti ns m yb ful-
ll d r m n g d by y u, r by p rtn r, mpl y r, mpl y , ntr t r,
dvis r, r s rvi pr vid r. Th fun ti ns ss nti lt su ssful sth ti
pr ti r n t x lusiv r individu l r l s; th y nsist f ntributi ns
fr m v ri us p pl nd s ur s t build t m.
SOURCES TO BUILD A TEAM
Service P rovid ers
Th physi i n, physi i n ssist nt, nurs pr titi n r, r gist r d nurs , li-
ns d pr ti l nurs , sth ti i n, m di l t hni i n, m di l ssist nt,
l s r t hni i n, m k up rtist, nd m ss g th r pist r ll p t nti l pl y-
rs n y ur t m. Th s individu ls h v div rs biliti s nd skills nd pl y
distin t r l s. Th s rvi pr vid rs in y ur pr ti m yb mpl y rs, m-
pl y s, nsult nts, r ntr t rs. R g rdl ss f th ir titl s r r l s, it is
ss nti lth t th s pr vid rs t within th ir thi l nd r s n bl s p f
pr ti nd r pr s nt y ur pr ti wh lly—n t th ms lv s. Y u must n t
WhoIson YourTeam?
The speed of the boss is the speed of the team.
— Lee Ia c o c c a
CHAPTER 2
S ti n I: Wh
ll w ny s rvi pr vid r in th pr ti t t with mpl t ut n my.
In th ry nd in mind, th pr ti th n b m s his r h rs, n t y urs.
Clin ica l Su p p ort
Th s m individu ls wh pr vid s rvi t y ur p ti nts (with th x p-
ti n f m k up rtist nd m ss g th r pist) m y ls pr vid lini lsup-
p rt t th physi i n r ny th r m mb r f th s rvi t m. B us f
this intri t int rr l ti n m ng r l s, it is vit l th t s p f s rvi nd
lini l supp rt fun ti ns b l rly d n d in j b d s ripti ns, ppr pri-
t ly s h dul d, nd w ll mmuni t d m ng t m m mb rs.
P a tien t Ma n a gem en t
Th t rmpatient coordinator h s b n in d t d s rib th r l fth in-
dividu l r sp nsibl f r p ti nt m n g m nt. In s m pr ti s this fun -
ti n is p rf rm d byth nurs r n th r lini lsupp rt p rs n wh m n-
g s p ti nts. Scheduler, booker, nd consultant r titl s th t h v b n us d
t id ntify th s wh ng g nd mpl t th tr ns ti n f r tr tm nt.
(Unl ss y u r s lling rs r w dding ph t gr phy, st y w y fr m th s
titl s.) Titl s r l ss imp rt nt th n r th d di ti n nd skills f th s
wh ful ll th p ti nt m n g m nt fun ti n. This p rs n is vit l ntrib-
ut r t y ur t m, r sp nsibl f r th ntir p ti nt xp ri n nd ll th
d um nt ti n nd mmuni ti n r l t d t th t xp ri n . This p si-
ti n sh uld n t b ntrust d t mmissi n d, ntr t d, r nsulting
individu l; p ti nt m n g m nt must b v st d fun ti n in y ur pr ti .
Ad m in istra tion
O ce manager nd receptionist r mm n titl s f r th s wh ful ll th
dministr tiv fun ti ns fth pr ti . M st ft n th s r mpl y s, but
th r r ls m n g m nt nsulting rms th t n b ntr t d t
run th busin ss f y ur pr ti . Th m st imp rt nt r l f dministr -
ti n is t b tim ly, syst m ti , nd w ll rg niz d: this in lud s m n g -
m nt f vit l inf rm ti n, in luding li ns s, rti ti ns, nd p ti nt
r rds. a dministr tiv p siti ns m yb v ryf us d, r div rs t in lud
p r ti ns, n n i lr sp nsibiliti s, pr p rty nd f ilitym n g m nt, nd
hum n r s ur m n g m nt. I d n’t b li v in hirings m n wh s nly
c h pt r 2: Wh Is n Y ur T m?
fun ti n is t s rv s r pti nist: v ry p rs n in th must b -
p bl f, tr in d f r, nd r sp nsibl f r nsw ring th ph n nd gr ting
p pl in th m nn r y u h v d n d f r y ur pr ti .
Op era tion s
o p r ti ns in lud llth things n ss ryt m k th run sm thly,
fr m m di l, IT, nd t l mmuni ti ns quipm nt nd suppli s t
l ning nd utiliti s. a nsult nt m y initi lly d n nd s ur y ur
quipm nt r s rvi n ds nd m k rt in r mm nd ti ns t il r d t
your n ds, n t t pr d t rmin d s t f guid lin s issu d by s m un-
kn wn uth rity. a n dministr t r n th st g n r lly rdin t s r
m int ins th pr ti ’s p r ti n l n ds, lth ugh lini l n ds will r -
quir input nd inv lv m nt fr m m mb rs f th lini l t m.
a r dit ti n r vi w nd f ility li nsur is vit l r l f th p r ti n l
t m; its m n g m nt must b ssign d t d sign t d in-h us t mm m-
b r. a numb r f nsult nts n guid y u thr ugh this pr ss, lth ugh
it is m n g bl in-h us with th gr t d t il nd guid n pr vid d by -
r diting rg niz ti ns su h s th a m ri n a ss i ti n f r th a r dit -
ti n fa mbul t rySurgi lF iliti s (a a a a SF) nd th a r dit ti n a s-
s i ti n f r a mbul t ry H lth c r (a a a Hc ), r th J int c mmissi n
n a r dit ti n f H lth r o rg niz ti ns (Jc a Ho ), r in s m pr -
ti s r dit ti n by M di r nd st t li nsur .
P rop erty a n d F a cility
Y u will r quir trust d t m t l t , d sign, build, nd furnish m-
pl t f ility th t will r pr s nt y u, w l m nd s rv y ur p ti nts, nd
b d pt bl v r tim .
Y ur pr p rty nd f ility will r quir d ily m int n n . D y t d y, th
nditi n nd fun ti n f y ur pr p rty nd f ility must b ddr ss d in
t rms f l nlin ss, s urity, s f ty, nd pp r n . Y u m y h v l n-
ing, r l, nd l nds p ntr t rs. M mb rs f y ur dministr tiv r
p r ti ns t m m y t k n th s nd dditi n l r l s, su h s h nging
light bulbs nd p rf rming r gul r s f ty h ks. Th tim f y r m y r -
quir dd d s rvi s, su h s sn w nd i r m v l, r m y r quir s m -
2
S ti n I: Wh
n t pr mpt th l ndl rd t r m v th m ssy n st f birds b v th
fr nt d r. Th pr p rty nd f ility r quir d ily tt nti n— bs rv ti n
nd ti n.
Accou n tin g/Ba n kin g/F in a n ce a n d In vestm en t
a unts p y bl nd r iv bl s, insur n nd djustm nts (ify u r -
ptinginsur n r M di r ); p yr ll, b n ts, t x s, nd int r st in m
nd xp ns s; l s s, quipm nt, nd suppli s; s rvi nd r t il f s, s l s
t x s—th list f di r nt n n i l tr ns ti ns th t r l t t y ur busin ss
is l ng n , but ifw llpl nn d, t g riz d, nd r rd d, th s fun ti ns
sh uld b str ightf rw rd. T d y’s s ftw r nd pr ti m n g m nt sys-
t ms r mpr h nsiv nd tiv , p rmitting y u t m int in n int r-
n l fun ti n f r pr ssing ll t d in m (s rvi f s) nd p ying th
bills. o uts ur ing y ur b kk ping nd p yr ll t s rvi is n pti n
(p yr ll s rvi s ft n pr vid hum n r s ur fun ti ns s w ll). T x s,
l ns, nd n n m tt rs r b st l ft t qu li d c Pa wh ts b th s
n dvis r nd t mm mb r wh kn ws wh n t d l g t t th b nk r r
th br k r f r m rtg g s r inv stm nts.
Lega l
It is ss nti lt h v l wy r n y ur t m(n t n r t in r, but n th t m)
s th t y u n turn t this pr f ssi n l n m m nt’s n ti t h ndl l -
g lm tt rs r dir t y u t trust d, sp i liz d ll gu . a lll s s, l ns,
mpl ym nt ntr ts, nd th r ntr ts sh uld b r vi w d by this x-
p rt. Y u will n d xp rt dvi n st t pl nning, s w ll s int ll tu l
pr p rty, m rg rs nd quisiti ns, litig ti n, r d f ns . It is vit l t h v
l g l dvis r y u trust nd wh und rst nds ll sp ts f y ur busin ss.
H u m a n Resou rces
Th hum n r s ur s fun ti n t th pr ti is m r th n hiring, p yr ll,
b n ts, nd p li y. Within y ur t mth r must b l d r, s m n y u
trust t m k d isi ns, k p n d n s, nd r inf r th m ss g s nd
p li i s y u w nt t nv y. Th t p rs n must b n int gr l p rt f th
t m, n t nsult nt. In f t, th t p rs n m y b y u. Y u m y h s t
uts ur th p yr ll, b n ts, nd th r hum n r s ur s fun ti ns; y u
sh uld ls uts ur drug t sting r mp t n y t sts.
c h pt r 2: Wh Is n Y ur T m?
In su ra n ce
Y u will n d m lpr ti , li bility, pr p rty nd su lty, k y-m n r dis-
bility, nd disrupti n insur n . Y u m y h s t rryh lth insur n
nd/ r lif insur n f r y urs lf nd y ur st . Insur n n ds r m ny
nd n b stly, but t f r g n insur n dvis r nd ss nti l f rms f
insur n uld b dis str us.
In form a tion Tech n ology
c mput r h rdw r , s ftw r , n tw rks, nd b kup syst ms, im ging
quipm nt nd pr gr ms, t l ph n s nd s urity llf llund r inf rm ti n
t hn l gy. It’s b st t h v xp rt supp rt t d n nd d sign th s sys-
t ms nd h lp y u d t rmin wh n it is ppr pri t t upd t y ur syst ms.
It’s imp rt nt t h v m rg n y s rvi s in th v nt things d n’t w rk s
xp t d. Int rn lly, y u sh uld h v s m n wh k pstr k fupgr d s,
upd t s, b kups, nd d t m n g m nt.
Ma rketin g a n d Com m u n ica tion
D ning y ur br nd, pl nning n v nt, running n d, building y ur w b-
sit , r d ning nd impl m nting pr t ls f r p ti nt nt t ll r quir
n in-h us t m m mb r t pl n, rg niz , nd x ut n d d m rk ting
mmuni ti ns nd t d l g t sp i t sks t trust d utsid r s ur s.
M rk ting n d n t b h ndl d by d p rtm nt r singl p rs n; it m y
b b s d n th pr j t, th n d, r th int nd d udi n r g l. Tw
r s sh uld b ntrust d t n utsid r s ur : th d sign nd th m s-
s g . Y u r n t n m t ur; th r f r d n’t l t y ur im g nd br nd l k
r s und m t urish.
Med ia Rela tion s/P u b licity
Wh th r y u w nt t r r invit d t ng g th m di , y u will r quir n
xp rt wh kn wsh wt m n g nt nt, m ss g s, nd situ ti ns. Pr t t-
ing y ur im g nd tim nd m king rt in th t th b st p ssibl inf rm -
ti n is mmuni t d r ss nti l t ny publi r l ti ns nd v r. M r -
v r, ny n ntrust d with y ur publi r l ti ns must pt nd bid by
th l r di r n b tw n qu lity m di v r g nd dv rtising.
S ti n I: Wh
Am en ities
Th w rs, b v r g s, m ss g s, r s ft t rry x m r b s th t y ur pr -
ti m y r r m niti s. M st f th s will b pr vid d by utsid
s ur s, but int rn lly y u n d qu lity ntr l nd p int p rs n t m k
rt in th t th m niti s r v il bl s n d d, nd th t th s r suit d t
y ur p ti nts’ nd y ur s rvi n ds. Wh th r y u s nd ut th l undry r
l und r it n-sit , wh th r y u buy w rs fr m rist r t th m rk t,
s m n n ds t b r sp nsibl f r m int iningth w fth s tiviti s.
Reta il
If y u h s t supply y ur p ti nts with skin r , g rm nts, pr s rip-
ti ns, vit min drinks, skin r d vi s, r sm ti s, y u r in th busi-
n ss fr t il. Y ur t mwill r quir s m n t pr s rib , pr s nt, r du-
t p ti nts b ut th r t il pr du ts. S m n must m nit r inv nt ry,
supply nd d m nd, d id th right pr du ts t rry, nd unt f r
th m rdingly. D n’t f rg t s m things r quir s l s t x. Y ur t m ls
in lud s th suppli rs f r t il g ds. Th s l sp rs n wh simply ful lls
rd rs but n v r sks, nsw rs, ng g s, r rriv s is n t int r st d in y u
r y ur p ti nts’ n ds. Find n th r r s ur .
Th t m y u will n d is multif t d, multit l nt d, nd br d r hing.
Th y r instrum nt lin l un hingy ur pr ti nd in y ur pr ti ’s v -
luti n, pr gr ss, nd r sp nsiv n ss t h ngingtim s nd nditi ns. Y u
m y n unt r th n d f r s m d gr f ll f th s fun ti ns in y ur
d ilypr ti with ut r quiring multitud ft mm mb rs. Y u nd y ur
int rn l t m—y ur st —will multit sk t rry ut th d ily fun ti ns s-
s nti l t th pr ti nd will ng g nd pr vid s rvi s t y ur p ti nts
n d ily b sis.
YOUR P ERSONAL TEAM
Wh th r th y r p rt f y ur f rm l r inf rm l t m, sp us s, p rtn rs,
f mily, nd fri nds n b h rl d rs, dvis rs, p rti ip nts, r simply
sil nt supp rt rs. Wh t v r th r l th y h s r r sk d t pl y, y u
must s t th guid lin s f r n ur ging— r d lining—p rti ip ti n. Y u
must d id th l v l finv lv m nt y u will ll wfr mth s l s t y u,
c h pt r 2: Wh Is n Y ur T m?
nd this must b pt d nd r sp t d by th s y u l v nd th s y u
mpl y. Th p rti ip ti n nd in u n f f mily nd fri nds m y v lv ,
just s y ur pr ti d s. But tw nst nts must r m in: y ur pr ti is
busin ss, rst nd l st. Y ur sp us , f mily, nd fri nds r p rs n l, lw ys.
H IPAA CONSIDERATIONS
Priv y b m mm n t pi in m di l pr ti s wh n th H lth Insur-
n P rt bility nd a unt bility a t (HIPa a ) b m l w. Priv y h s
b n nd r m ins vit l l m nt f ny sth ti pr ti . N t nly r y u
nd y ur st ff r quir d t bid by HIPa a st nd rds, y u must ls nsur
th t ny s rvi pr vid r t y ur pr ti , wh h s ss t p ti nt inf r-
m ti n r m yb n th pr mis s wh n p ti nts r pr s nt, signs n ss i-
t ’s priv y gr m nt. L g l r s ur s, pr ti m n g m nt r s ur s,
nd y ur wn pr f ssi n l s i ty m y h v s mpl d um nts y u n us
t pr t t y ur pr ti .
STAF F
St r n xt nsi n f y u; th y r th rst nd l st nt ts individu ls
h v with y u nd y ur pr ti . Th y r ss nti l t y ur pr ti nd
must b p sitiv ly unf rg tt bl .
Sta ff Roles
o n y u st blish th p r m t rs f th s rvi s y u will pr vid , st
m mb rs r th ss nti l nd m st visibl m mb rs fy ur pr ti t m—
ft n m r visibl t pr sp tiv nd urr nt p ti nts th n y u r . o nly
y u n d t rmin y ur st ngn ds b s d n th p nd pr du tivity f
th pr ti . o nly y u n d n y ur st ng im g b s d n y ur xp -
t ti ns, m rk t, nd br nd. a sid fr m y u, th pr vid r, th r r g n r-
lly thr k y r l s th t st ful ll:
. Pr ti dministr ti n
2. P ti nt dministr ti n
. S rvi pr vid r, s rvi xt nd r, r supp rt pr vid r
S ti n I: Wh
St m y b mpl y s, r ntr t rs; th y r ss nti l t y ur d ily p-
r ti n nd p rt f y ur d y-t -d y t m. e h p rs n must b l y l t y u
nd t th pr ti . a ll t m m mb rs must th r ughly und rst nd y ur
sp i lty, s th y sh uld in ny m di l pr ti r busin ss. In dditi n,
th y must b willing t ntinu usly l rn nd r m in urr nt n ll f th
h ng s nd dv n s in y ur sp i lty, v n n s rvi s y u d n t pr -
vid . In n sth ti pr ti , th thr r l s f pr ti — dministr ti n,
p ti nt rdin ti n, nd s rvi pr vid r—r quir individu ls wh un-
d rst nd th uniqu n tur f pr viding n np y r s rvi s nd r willing
t m t th xp t ti ns fp ti nts s king sm ti tr tm nts. Th ymust
b dis r t, w rm, mp ssi n t p pl wh ls kn w wh n nd wh r
t dr wth lin , b us th ywillr gul rlyb m inv lv d in th m st in-
tim t d t ils f y ur p ti nts’ liv s, b di s, nd h i s.
P erson a lity a n d P resen ce
Y ur st , p rti ul rly th s with dir t nt t with li nts nd p ti nts,
must b h s n b s d n t nly n th ir skills t, but n th ir p rs n lity nd
pr s n s w ll. a n individu l with th wr ng p rs n lity r im g f r th
p siti n d s n t sily h ng , but with th right f und ti n, skills n b
h n d r quir d. P rs n lity is th m st riti l v ri bl . St r pr s nt
y ur pr ti s mu h s y u d ; in f t, in lm st v ry s , th y r th
rst in-p rs n impr ssi n n individu l r iv s f y ur pr ti . Th p -
pl wh w rk f r y u r y ur m ss ng rs, g t k p rs, sp k sp rs ns,
nd dv t s. Th y d n t n d t b physi l m d l f sth ti p r-
f ti n r mirr r f y ur n st w rk. Th y d n d t b rti ul t , kind,
p ti nt individu ls wh und rst nd nd r t th t pp r n s r imp r-
t nt p rs n l issu s f r p ti nts.
a p ti nt visiting y ur must nt r n nvir nm nt st d by individ-
u ls wh r f us d n v r ll h lth nd s lf-impr v m nt, wh f st r
n d n nd h lp t ll y nxi ty, nd wh r urr nt n th l t st tr t-
m nts nd pr du ts.
c h pt r 2: Wh Is n Y ur T m?
IN P RACTICE: Th e Sh oem aker an d th e Diva
Th r is n ld d g : Beware the shoemaker who has holes in his soles. Th r
is n w d g : Divas need not apply.
a mp t nt, qu li d y ung w m n w s int rvi wing with th d t r
f r k yp ti nt s rvi p siti n s l s r nd skin r pr vid r. Sh h d ll
th right stu , but sh ls h d h rribl x ri t d n . Th d t r w nt d
t hir h r; h f lt sh simplyn d d t h v h r nditi n pr p rlytr t d.
I dvis d g inst it. H hir d h r, nd in h r rst d ys with th pr ti , h
r d h r tr tm nt sugg sti ns nd pti ns. N t nd d, sh p lit lyd -
lin d. H r n didn’t b th r h r n bit; sh h d l rn d t liv with th
hr ni nditi n th t, rdingt h r, n n uld tr t. a s h r rst d ys
pr gr ss d, h r v r ll pp r n w nt d wnhillr pidly. In f t, s m d ys
it w s d wnright r ll- ut- f-b d h rribl . o th r st m mb rs w r dis-
m y d. P ti nts w r bit puzzl d; f w v n mm nt d n this n w
nurs ’s nditi n nd pp r n . Within f wd ys th d t r r liz d th t
th im g f his st w s s imp rt nt s qu li ti ns. H l t h r g .
L ss n l rn d:M k rt in th t th first impr ssi n y ur ffi , st ff, nd
y u pr s nt is ppr pri t t p ti nts with th d sir f r s lf-impr v m nt.
W uld y u l t s m n with h l s in his sh s fix y ur sh s? W uld y u
w nt s m n wh l ks lik div — v rd n , und n , r simply d n —
t b p rt f y ur sm ti nh n m nt d isi ns? D n t l t first im-
pr ssi n l v y ur p ti nt thinking m r b ut n unp lish d r v r-th -
t p ffi r st ff r untr t d n m r th n his r h r m tiv ti ns t s k
ut y ur s rvi .
Sta ff Cycles
Thr ugh ut th urs f y ur pr ti y ur st will y l , wh th r by
y ur ti ns r by th ir wn h sing. Th ph s s y u nd y ur pr ti
n unt r will t n t nly y u nd th individu l st m mb r, but ls
y ur st s wh l :
Recruitment:Findingth rightp pl t w rkiny urpr ti .
Training: Instru ti n n sp ifi j b-r l t d t sks, nd th
nu n s f h w y u xp t s rvi t b d liv r d.
S ti n I: Wh
Retention:K pingy urst ff,h ppy,gr wing, nd pr du tiv .
Compensation: a ll th things th t r pr vid d t y ur st ff
in x h ng f r s rvi s, in luding s l ry, b nus s, r m-
missi ns, insur n , nd v n p rks su h s tr tm nts.
Evaluation: Th pr ss f r vi wing st ff ntributi ns,
g ls, nd gr wth is th m st ft n v rl k d b si mp -
n nt f st ff y l in ny sm ll busin ss.
Challenges and growth: Wh th r s lf-initi t d by t m
m mb r r initi t d by y u, h ll ng nd gr wth r ss n-
ti l f r s m nd fright ning f r th rs. Y u must n t nly
h ll ng h individu l t gr w, but ls pply th s m
s rutiny t th pr ti nd th t m s wh l .
Termination: Th r will b tim s wh n y u must t rmin t
n mpl y , wh th r f r p rf rm n issu s, n mi pr s-
sur s, r th r r s ns. It is ss nti l t h v n initi l pr -
b ti n ryp ri d, r ful mpl ym nt gr m ntsth t stri tly
d fin th t mpl ym nt is t will, nd m int in mpl y p r-
f rm n r rds t minimiz th str ss f t rmin ti n. At
will m ns th t y u m y t rmin t n mpl y r y ur m-
pl y m y l t t r sign t n ’s will, t nytim . St t m-
pl ym nt l wsv ry, s it isimp rt nt t h v l wy r r vi w
y ur mpl ym nt p li i s nd pr dur st pr t t y u nd
y ur pr ti fr m wr ngful-t rmin ti n litig ti n.
Contractors, service providers, and per diem workers: a l-
th ugh th ym yn t b p rt fy ur l s inn r mpl ym nt
ir l , ifth s p rs nn l r riti l t y ur d y-t -d y p r-
ti ns, m k rt in th t th s n n mpl y s r vi w d in
th s m y l s y ur ntir st .
a lth ugh y u m y n t t k n th r sp nsibility t m n g ll th d t ils f
y ur st , ifthis is y ur pr ti nd y ur busin ss y u must mp w r -
p bl individu l t m n g th st y l .
c h pt r 2: Wh Is n Y ur T m?
Recru itm en t
Wh y u will hir is r sult f h w y u g b ut r ruiting individu ls t
w rk in y ur pr ti . H w v r, m r imp rt nt th n th m ns is th nd
r sult.
Tr diti n l m ns f r ruitm nt in lud j b p stings in
th mmunity, in sp i lty r industry publi ti ns, nd
thr ugh nlin n tw rks. Hiring sit s nd s rvi s su h s
Monster.com nd Careerbuilder.com r br d r hing but
n b v ry f us d in d fining nd pr s nting y ur n ds.
M st fth s r ff rd bl , but th y r n t lw ys ff tiv
in r ruitm nt f r v ry sp i liz d fi ld su h s sth ti
m di in .
R ruit rs nd s rvi s m y l k thr ugh th ir b nk f n-
did t s r us n tw rkingt find ndid t s nd willd pr -
s r ningt s nd y u th right ndid t s, but th s s rvi s
n b v ry xp nsiv , sting s mu h s % f th ndi-
d t ’s first-y r w g s.
N tw rking n y ur wn thr ugh ll gu s, industry r -
s ur s, nd ll th individu ls wh ntribut t r r n
y ur t mis n in xp nsiv nd f us d ppr h:th ykn w
th br nd nd th im g y u r building, nd th y kn w
s m thing b ut y ur limits nd xp t ti ns.
S r ning ndid t s f r mpl ym nt is n t m tt r f r sn p d isi ns, but
p inst kingpr ss. Int rvi ws r ss nti lt hiringth right p rs n nd
sh uld b ndu t d n t n , n t twi , but t l st thr tim s. Th in-
t rvi w pr ss sh uld in lud th f ll wing:
em il rr sp nd n b y nd th pr s nt ti n f r sum
nd r d nti ls
a t l ph n di l g f r s t p ri d t s t tim
F -t -f m tingswith th r t mm mb rs nd with th
physi i n n n r m r si ns
2
S ti n I: Wh
B f r r during th pr ss f int rvi wing, y u must h k th p rs n’s
mpl ym nt hist ry, r f r n s, g th r s l ry xp t ti ns, nd pr s nt th
n d f r drug t sting, r dit r p rt, r th r s r ning, su h s rimin l
b kgr und h k, b f r th individu l m y b hir d. a s y u g t l s r t
id ntifying th right ndid t f r p siti n, tw things r ss nti l:
d m nstr ti n f skills nd sh d wing. Invit th ndid t t sp nd f w
h urs r d y within th pr ti t g t f l f r th p , p siti n, r -
sp nsibiliti s, nd nvir nm nt.
R ruitingt k s gr t d l f n rgy nd tim nd h s s ri us imp t n
y ur pr ti . F r this r s n, nurturing nd gr wing y ur st s w ll s
m n ging th m r ss nti l t m int ining str ng t m.
IN P RACTICE: Th e P erfect H ire
Sh w s w ll kn wn in tight mmunity: n ighb r with gr t b k-
gr und, gr t f mily, nd th right m tiv ti n f r w rking—sh w nt d t
g t ut nd b pr du tiv . Sh w s p ti nt f th pr ti , s sh h d m-
p thy nd und rst nding f r th r s ns n individu l w uld s k sth ti
pr dur s. Sh w s sh rp busin ss w m n; sh h d skills. Sh t th im-
g nd th d m gr phi f th pr ti ’s p ti nts. Sh w s int rvi w d nd
hir d. Sh l st d until th m m nt s m n sh kn w w lk d thr ugh th
d r nd sh s id, “H ll , Susi , s gr t t s y u!I didn’t kn wy u m
h r , t . I just s w y ur n ighb r, H l n, h r rli r t d y, nd sh l ks
f bul us.”
M di l thi s nd th nfid nti lity th t ny mpl y f y ur pr ti
dh r s t (in th f rm f d um nt sign d th d y th t h r sh b m s
p rt fth pr ti ) is n t n ugh. Y ur st ffmust b dis r t in v rything
fr m li nt nv rs ti ns t st ff b nt r r und th w t r l r. Th y must
pr ti this dis r ti n b th insid nd utsid th ffi . It is ss nti lt th
priv y f y ur li nts; it is vit l t th su ss f y ur pr ti .
c h pt r 2: Wh Is n Y ur T m?
2
Loya lty, Motiva tion , a n d Rew a rd s
R ruiting nd hiring st r quir n imm ns rt, nd w kn ss r
v id in st p siti n is t xingf r v ry n . L y ltyb tw n y u nd y ur
st , m tiv ti n f r y ur t m, nd r w rds th t r gniz st m-
plishm nts r riti l t st ntributi ns nd r t nti n nd l d t n-
sist n y nd ntinuity in y ur p r ti n.
L y ltyr quir s mutu ltrust, mutu lb n t, nd individu ll d rship nd
t k s tim t v lv . a s th wn r f th busin ss, th physi i n is th
l d r. But n t ll physi i ns w nt t l d th ntir st r r mf rt bl
in this r l . S m simply w nt t tr t p ti nts nd l t th rs n th st
h ndl th l d rship r l . Unf rtun t ly, this simply d s n t w rk: y u
n h v l d rs n st nd n y ur t m wh t k r sp nsibility f r r-
t in fun ti ns, but th v r ll l d rship f y ur pr ti , nd f ll th s
wh w rk f r y u, is n t nly by d f ult but by d sign y ur r sp nsibility,
in th s m w y th t ny lini l ut m in y ur pr ti is y ur r sp nsi-
bility nd p t nti l li bility.
L y lty m ng lini l st m ns th t n m tt r wh pr -
vid s tr tm nt, it is w ll und rst d by ll th t th s r th
pr ti ’s—th physi i n’s—p ti nts. It r quir s mutu l r -
sp t m ng st s th t n n qu sti ns r ntr di ts th
physi i n r th r t m m mb r in th p ti nt’s pr s n . It
r quir smutu lr sp t t r dit th individu l nd pr is th
t m wh supp rts th individu l.
L y lty m ng dministr tiv st is d m nstr t d by -
kn wl dgingth t v ryfun ti n fth pr ti h sv lu , b -
us th wh l nn t fun ti n with ut th i nt rts
f ll th p rts.
Di r nt p pl r m tiv t d by di r nt stimuli. F r s m it is m n y;
f r th rs it is pr is . S m r m tiv t d by dv n m nt; th rs simply
by th ful llm nt nd s tisf ti n th y r iv fr m mplishing d ily
22
S ti n I: Wh
t sks nd sp i g ls; nd th rs in th busin ss f sth ti s r m ti-
v t d byth ir r l in h lpingp ti nts hi v p rs n lg ls. Inspiringy ur
st r quir s thr things:
. Kn wing wh t m tiv t s th individu l
2. Kn wing wh t m tiv t s th t m
. Finding nsist nt nd mm n m ns t m tiv t with ut
r ting n i t
M n y s r w rd m y b t m ri nt d nd b s d n individu l m rit.
This sh uld b r vi w d t l st nnu lly. Pr is is s m thing th t sh uld
ur n tur lly, r gul rly, nd wh n w rr nt d. Pr is is us d f r j b w ll
d n , but it b m s in tiv wh n it is v rus d. Thank you, great job,
well done, kudos, fabulous, outstanding—n m tt r th w rds, us th m
wh n y u m n th m.
a dv n m nt is m tiv ting; tr ining is ss nti l. c lini l st h v duty
n t nly t k p br st f pr ti l kn wl dg , but t ls k p urr nt n
skills nd tr ining. en ur g this, r w rd this, displ y th rti t s, nd
mmuni t y ur st ff’s l v l f kn wl dg nd tr ining t y ur li nts
nd p ti nts. Y ur r dibility is th r f su ssful pr ti ; s is th
r dibility f th s wh w rk f r y u nd with y u. a dministr tiv st
h v dutyt k p br st fm rk t, p r ti n l, nd busin ss kn wl dg .
R w rd this nd mmuni t th v lu f dv n m nt t th ntir gr up,
b us it sh uld in vit bly b n t v ry n in th pr ti wh n dminis-
tr t rs n impr v th t sks th t bind th pr ti t g th r.
a hi ving p ti nt g ls is s m thing w nly s m t st p nd r gniz
wh n w x d wh t w s th ught t b p ssibl , wh n th p ti nt x-
pr ss s j y nd th nks, r wh n w f il. Th truth is, th x pti n l -
mplishm nts r urr n s t ith r nd f th sp trum r n t wh t
pr vid y ur d ilybr d: it is th s usu l, d ily, mm n situ ti ns th t r -
sult in g d ut m s th t must b r gniz d, b us with ut th m, y ur
pr ti w uld b limit d.
c h pt r 2: Wh Is n Y ur T m?
2
IN P RACTICE: Lesson Learn ed
a busy, qu lity pr ti h d gr t stru tur f r w rding mpl y s nd
m int ining t m spirit. F ir s l ri s nd individu l pr vid r pr du tivity
f s w r st nd rd. F ir mmissi ns w r rn d f r r t ils l s. a m nthly
b nus f r th ntir t m w s d n d s p r nt g f pr ti r v nu
g ls. St m mb rs l v d w rking t g th r. Th y w r l y l t n n-
th r, nd l y l s t m. Th n h rd tim s hit. It w s n thing m r th n
d wnturn r l t d t n mi nditi ns. Th physi i n h s t l t n f
h r pr vid rs g t r du xp ns s; sh s l t d th pr vid r with th l w-
st pr du tivity f s nd th l w st r t il s l s. J ki , wh h d b n with
th d t r sin sh gr du t d nursing s h l, w s r d.
S v r l w ks l t r, I g t ll fr m th physi i n. “Th is m ss;
v ry n is mis r bl . N n is k pingup n rd ringsuppli s. W f llb -
hind n st riliz ti n. Th s mpl bin t is mpty. Th r is st k fp ti nt
m ss g s n n w nts t t k . Sudd nlyI m ddr ssingr p m tings v ry
d y. I just did n t r liz h w mu h J ki ntribut d t this , in d-
diti n t tr tingp ti nts. Th st is grumblingwith ut h r, nd I n d h r
b k.” Th pr bl mw s th t J ki h d l y lf ll wing m ngth p ti nts
sh tr t d. Sh h d s t up sh p d wn th str t in n nsp i liz d physi-
i n’s , nd sh w s urishing in th t s tting, h r li nt list b ming.
Wh t I w nt d t r ply w s this: “B f r l tting h r g , did y u l k t
th wh l qu ti n, llth things J ki ntribut d th r th n r v nu ? Did
y u nsid r th r pti ns, su h s utting v ry n b k littl inst d f
l tting n p rs n g ? D y u xp t th t I n x this, wh n y u r d
w m n wh w s l y lt y u f r y rs? Did y u nsid r th f ll ut fy ur
ti ns b f r y u m d mist k th t is sting y u m r th n th n-
my h s?”
My tu lr plyw s this: “Y ur st r g ingt h v t t k ssignm nts
m ng th ms lv s t pi k up th sl k. W ’ll h v t s t s m p li y f r r p
lls s y ur tim is n t v rt x d. Y u n ls nt t llth p ti nts J ki
h s tr t d, w rmly intr du th th r pr vid rs, nd rm th t su h s r-
vi s r still r dily nd h ppily v il bl in y ur pr ti . Y u n nly try
t d d m g ntr l.”
L ss n Numb r : M n y is n t th nly m sur f h w ss nti l ny
n t m m mb r m y b t y ur qu ti n. L ss n Numb r 2: L y lty
sh uld b mutu l.
2
S ti n I: Wh
TH E ART OF P ERSONNEL MANAGEMENT
Mary Lind Jewell, RPT
Hire Sta With the Right Stu
Th r r h ll ng s f ing y ur pr ti v ry d y th t r quir w ll-
tr in d st , in ludingin r s d mp titi n, p ti nts’ xp t ti ns, ntr l
f pr ti v rh d, n mi d wnturns, diminish d r imburs m nt, nd
g v rnm nt r gul ti n. a s c eo fy ur pr ti , y u n d t impl m nt hu-
m n r s ur t hniqu s t nsur th t y u hir p bl , g ni l, h rdw rk-
ing mpl y s. It p ys t b th ughtful l d r wh tt nds t th d t ils f
st d v l pm nt. D v l ping th ir t l nts nd n ur ging t r h th ir
p t nti l r pr s nts tru str t gi ss t f r y ur pr ti .
P ti nt s tisf ti n is in dir t rr l ti n t th rts nd th i n y
f y ur st —y ur st will ith r m k r br k y ur pl sti surg ry pr -
ti . Wh n it m s t p ti nt s tisf ti n nd ust m r s rvi , y u must
hir mpl y s wh sp k y ur li nts’ l ngu g . e h tim y u g thr ugh
th hiringpr ss, y u n d t ss ss h wthis p t nti l mpl y willr l t
t y ur p ti nts. I m ft n sk d, “Is it m r imp rt nt t hir p rs n lity,
r kn wl dg nd skill?” Y u n t h y ur st skills nd d v l p th ir
kn wl dg , but p rs n lity is wh th y r nd h w th y will int r t with
y ur p ti nts. I b li v th t tt nti n t d t il is n t writt n in tr ining m n-
u ls—it’s in ur DNa .
c ust m r s rvi is n t d p rtm nt—it’s in th ttitud f x ll nt m-
pl y s. Y u must hir p pl wh will pr m t y u nd wh r h rd-
w rking, fri ndly, mp th ti , int llig nt, st bl , t m pl y rs. a n th r im-
p rt nt mp n nt f th ir p rs n lity must b un mpr mising h n sty.
Y u sh uld f l s th ugh y u uld pl y urs lf r f mily m mb r int
th ir r nd kn w th t y u uld trust th m impli itly.
ASmart Hire Is Worth Thou$ands
Th right p pl r n in stim bl ss t t y ur pr ti . It sts y u tim
nd nsid r bl m n y h tim th r is turn v r, s y u sh uld b s -
l tiv . ev n highly skill d n w mpl y s t k tim t g t up t sp d in
n ws tting, s it isin y ur b st int r st t r t in x ll nt st m mb rs. Hir
p pl wh s judgm nt y u n r sp t s y u d n t h v t mi r m n g .
B f r th int rvi w pr ss b gins, y u sh uld r s r h p y s l s nd
b n ts in y ur vi initys y u r rt in y u’r ring mp titiv w g
nd g n r us p k g f b n ts.
It is imp rt nt t v lu t ndid t s’ m tiv ti n l hi r r hy; d ing th ir
utm st t h lp build th su ss fy ur pr ti sh uld b t th t p fth ir
list.
c h pt r 2: Wh Is n Y ur T m?
2
If y u p y littl xtr , y u m y tu lly g t m r in th l ng run. a pr -
b ti n ryp ri d is prud nt. a n int rvi w ll ws th pr sp tiv mpl y r
v ry n rr w glimps f th int rvi w , nd hiring th wr ng p rs n n b
stly mist k . L g l, n n i l, nd pr f ssi n l pr bl ms n ris if n
in ppr pri t ndid t is s l t d, n t t m nti n p t nti ld m g t
m r l . a lw ys h k r f r n s with ph n ll nd list n f r wh t is n t
b ing sh r d with y u. o f f rm r mpl y rs, sk: Is this p rs n t m
pl y r, r b st t w rking ut n m usly? W uld y u r hir this p rs n?
Tr iningr quir s pl n with l rlyd n d xp t ti ns th t r writt n
in tr ining m nu l. Th b st tr ining m s fr m m tiv t d, p ti nt
t h r wh is g r d f r th n w mpl y ’s su ss. exp t qu lity us-
t m r s rvi , inn v ti n, nd t mw rk fr m th v ry b ginning. Y ur
pr ti will gr w m r i nt nd tiv if y u ultiv t pr bl m-
s lv rs nd risk-t k rs.
If y u d n t s gr wth nd b n t f r th pr ti within d ys, it
is b st t t rmin t th individu l’s mpl ym nt during th pr b ti n ry
p ri d, r t l st xt nd th ir pr b ti n. T rmin ti n f mpl ym nt r -
quir s kn wing th rul s. e mpl y r’s rights n t rmin ti n b l ng in th
p li y m nu l. If y u think mp t nt p pl r xp nsiv , try hiring in-
mp t nts.
E ective LeadershipIs the Key
Y u nn t d m nd mmitm nt, x ll n , r r tivity fr m y ur st ,
but y u n n ur g nd v lu t it. e tiv l d rship is th k y l m nt
in m tiv ting nd r t ining th right st . ev lu t ll mpl y s’ p rf r-
m n r gul rly nd with f irn ss. emp w r y ur st t id ntify impr v -
m nts th t n h lp m k th t m m r i nt, impr v th qu lity f
r , nd in r s p ti nt s tisf ti n. ev lu ti ns r gniz w rkw lld n
nd pr j t t m rr w’s g ls. Imm di t f db kis th m st tiv f rm
f p rf rm n ppr is l; r gniz x ll n nd inn v ti n s it urs.
S m tim s mist k s r m d . Inst d f ign ringth pr bl m, shin light
n th situ ti n nd sk th ntir t m t h lp r s lv th issu . R m mb r
th t tiv list ning n h lp t k p pr bl ms sm ll. a n mpl y r sh uld
pr is in publi nd r prim nd in priv t . c r t trusting nvir nm nt
wh r h mpl y is willingt t k risks t hi v b tt r ut m s. H v-
ing m sur f ntr l v r n ’s r f r sp nsibility p ys divid nds in
st s tisf ti n. c hing y ur t m inv lv s b ing r dy t ppl ud th ir
rts, wh t v r th su ss fth ut m . c r tivitybr ds h ppin ss f r
individu ls nd th t m; r gul rly sk f r th ir input. H v n du ti n l-
l w n t nsur th t l rning is ng ing.
Continued
2
S ti n I: Wh
TH E ART OF P ERSONNEL MANAGEMENT—con t’d
T d v l p t m f us d n th busin ss f p ti nt s tisf ti n, h s
int llig nt p ti nt dv t s wh nj y inn v ti n nd h v x ll nt riti-
lthinkingskills. Pr vid w rk nvir nm nt th t w l m s h ll ng s nd
is p n t d b t s t find s luti ns nd pp rtuniti s. Wh t h pp ns wh n
l d rs, v n th sm rt st, ut th ms lv s ff fr m mpl y insights? Y u
n l s th p w r f p r ll l pr ssing nd th div rsity f kn wl dg .
Sm rt l d rs wh b m pl y rs k p th ir t m m tiv t d t inn v t ,
whi h is y ur pr ti ’s lif bl d.
MAKING IT RELATIVE: Ca ke an d Icin g
Birthd y k is tr diti n: k , i ing, nd f urs , n m nd birthd y
m ss g d r t d n th t p. I l v t w t h h wth w yw nj ybirthd y
k s h ng s v r lif tim . Sm ll hildr n l v t g t th ir ng rs in th i -
ing nd li k it w y. o ld r hildr n vi f r nd d m nd sp i lly d -
r t d p rti n f th k . Still th rs d n’t r wh t th k l ks lik —
th y just g bbl d wn th i ing, th k , r b th. a dults r fully t th
k nd l v th i ing. Th r s n: s y u g t ld r y u simply kn w th
ns qu n s f s m thing th t is t sw t nd t mu h.
Y ur st m mb rs r skill d nd sm rt, p is d nd pr p r d. Th y r
dis r t. Y t th y h v t b m r .
Th li nts ming t y u r d ing s by h i , nd th y w n’t m k
th t h i if th ntir xp ri n is n t p rs n liz d, is n t r fr shing nd
s tisfying, nd d s n t m t th ir xp t ti ns. This m ns th t th r
st y ur li nts int r t with must ls b g nuin ly ring, p rs n bl , p -
ti nt, nd xibl —n t sug ry, dising nu us, r v rindulg nt.
a sth ti m di l tr tm nt is th k ; it is n imp rt nt p rt f y ur p -
ti nt’s p ss g thr ugh lif . Ify u w nt s m n t buyy ur k , y ur st ff
h d b st b g nuin —n t l d d with i ing.
It is essential to know as much as possible about your patients before you
recommend a procedure: their motivations, goals, desires, needs, toler-
ances, limits, expectations, health concerns, and abilityto comprehend and
comply with the speci cs of a course of treatment.
KNOW ING YOUR PATIENTS
A vital rst step in connecting to your patients is knowing what has moti-
vated them to consult with you. To shape your practice optimally to attract
patients/clients and provide services to them, you must consider the simi-
larities and opportunities presented by your current and prospective pa-
tients, and what trends are indicated.
Who are the people who want to look better and feel better about the way
they look, and how do they nd you? In this communication-saturated
world, they come to you in many ways:
Some will be drawn to you as a result of your e orts.
Some will be referred to you by another physician or health
care provider.
WhoDe nesYour
Market?
People seeking to ful ll personal desires for youth,
curves, balance, or beauty—this is the population
from which you will draw your patients.
CHAPTER 3
Section I: Who
Others will be referred to you by patients you treated previ-
ously.
They may be referred to you by people who know you and
are con dent about recommending your services.
Some will come to you by chance.
Some patients will return to you, and some will not.
It may be di cult to nd your potential clients/patients and connect with
themindividually. Therefore you must have ameans to de ne your market,
your patients, and those who through the course of your professional life
will change in their demographics and desires.
Geography de nes where they live.
Demographics de nes their income, age, sex, race, educa-
tion, and interests.
Economics de nes whether they can a ord your services.
Interest de nes their potential desires, spending habits, and
limits and will help you to make a broad connection with
them.
P ATIENT VERSUS CLIENT VERSUS CUSTOMER
A patient is someone under your medical care; a client is someone to whom
you provide a service; a customer is someone to whom you sell goods. The
peopleyou servemaybe anyoneor allthese at anygiven time. Treat themas
the valuable assets to your practice that they are.
LOCATION
The rst factor that de nes your potential population is geography. Al-
though many a uent clients will travel the world to bene t from the ser-
vices of a particular practitioner of aesthetic medicine, most will come from
a relatively close proximity to your practice.