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The patient experience

Colin Kerr

Posted: Thursday, May 23, 2019


Mike Malley

Surgeons attending the ESCRS Practice Management Development Masterclass in Paris during the 37th Congress of the ESCRS will gain valuable insight to proven educational and financial strategies employed in both Europe and the US that are allowing physicians to maximise profitability by developing more patient-centric practices.
This highly interactive and didactic workshop-based course will challenge attending surgeons to critically assess their effectiveness in various aspects of their clinics (see table below).
Attendees will benefit from the global knowledge of Amanda Carones and Michael Malley, who will share ‘Best Practice Pearls’ gained from more than 40 years of combined front-line, in-office ophthalmic practice development for hundreds of practices around the world. Ms Carones is the Founder and CEO of Eligite SRL and Mr Malley is the President & Founder of CRM Group, who recently celebrated their 30th year in ophthalmic marketing.
Their expertise includes growth strategies for new and established practices, solo surgeons, university hospitals and corporate chains. “What Mike and I have learned over the years is that practice cultures may vary significantly from one practice to another but the challenges practices face is usually quite similar no matter their global location,” said Ms Carones.
“At this year’s Masterclass, we will highlight the most common challenges practices of all sizes and locations encounter and share proven problem-solving implementation strategies,” she said. “This includes helping practices embrace an ‘inside-out’ mindset that focuses on maximising all operational components, patient education opportunities and staff efficiencies inside the practice before even considering external marketing strategies.”
Surgeons will also learn time-tested techniques on maximising practice profits by gaining a better understanding of margins, cost evaluations, streamlining process, enhancing surgeon performance and pushing care to the lowest provider level. “Our workshop will unveil the secrets to maximising practice profits by addressing production obstacles on their most profitable procedures with the highest profit margins. When obstacles are removed, production goes up,” said Mr Malley.
“In its most basic form, sustained growth and profitability for solo practitioners and larger multi-specialty practices are as simple as maximising surgical production, streamlining practice processes and controlling overhead costs,” he added. “Because financial belt-tightening and surgeon efficiency training can be challenging at numerous levels, our course will provide case studies and step-by-step processes surgeons can take back for easy implementation in their practices.”


Amanda Caronese

Ms Carones also pointed out how preparing to attend this year’s ESCRS meeting in Paris is similar in many ways to preparing your practice for its journey ahead. “Before you start packing items that may be required for your trip, you first need to define the destination… and how you will get there. Then you can pack accordingly and more efficiently” she said. “Likewise, the first step to building a successful practice is defining goals: What type of practice do you want? What procedures will you offer? Who are your target patients?

When properly planned, Ms Carones points out that a vacation can be the perfect opportunity to relax, reset and remind yourself how fortunate you are. “When a practice is properly set up and running efficiently from an operational standpoint, you start to focus on driving more business from your existing patients and eventually by attracting new patients,” she said. “You identify common patient barriers and strive to overcome them. You put yourself in your patients’ shoes and you experience your practice from their perspective. You build confidence and conversions. You make the patient experience enjoyable.”

TABLE
1) Physician time management
2) Practice profit margins
3) Patient education processes
4) Premium services planning
5) Staff conversion training
6) Practice culture commitment
7) Exit-strategy evaluation
8) Staff incentive strategies
9) Maximising surgeon production
10) Costs controls


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