PracticalDermatology

With many practices hiring in the new post-COVID marketplace, it’s good to remember the adage, “Hire slowly, fire quickly.” Whether you are ready to let a provider go or the provider decides to make a change and leave the practice, separation can be a bumpy road. This is especially true if it happens suddenly.

No matter how the separation unfolds, you must work through several departure tasks. While items such as final pay checks and key returns are top of mind, other important duties may be easily overlooked. Below are five additional action items to consider during the turnover process to help you come out stronger on the other side.

1 Be a Leader

When change happens, staff look to their leaders to set the tone and maintain a positive outlook. Take time to meet with your leadership team to plan how you will navigate through change as a unified front. With staff, be open and present high-level information about the provider exit when appropriate. Without transparency, staff may make assumptions and whisper about employee departures, especially if the leave is unexpected or abrupt. Addressing turnover head-on and with respect reassures staff of strong, capable leadership and preserves a positive practice culture.

Also, pay attention to staff morale. Remaining staff may be personally impacted by the departure of the individual, particularly as the departure relates to workflow, extra tasks, and stress. Show appreciation for staff’s continued support and hard work during this busy and likely stressful transition period.

2 Check the Pulse

You are never losing if you are learning. Glean as much feedback as possible from key stakeholders post-departure to ensure the practice moves forward stronger and more resilient.

• Exiting staff. Consider offering an exit interview or exit survey to the departing employee. Ask questions like “What prompted you to begin searching for another opportunity?” and “Would you recommend [Practice Name] to others as a place to work?” Based on answers, you may want to evaluate current compensation, benefits, work environment, and management styles as you move forward and look to recruit new talent.
• Enduring staff. Retaining the remaining staff should be a focus in times of change. You may consider conducting a staff survey with questions such as, “Do you feel valued and supported at work?” and, “Do you feel we provide you the tools and resources you need to succeed?” These inquires will help you determine what staff value, what motivates them, and what will increase their success in current or future roles within the practice.
• Patients. As with the exit and staff survey, a patient satisfaction survey can shed light on opportunities. Take time to ask patients—even those of the departed provider—questions like, “What was the key reason(s) you chose our practice for your procedure?” and, “How would you rate our providers in the following areas: friendly and courteous, competent and professional, and sympathetic and caring?” Patient satisfaction surveys can illuminate the patient experience—from customer service and bedside manner to product and procedure efficacy.

Use these evaluations to make necessary tweaks in your processes and procedures. You should view this transitional period as an opportunity to re-assess and strengthen your practice for future success.

3 Communicate Proactively

Make a clear transition plan for your patients. Share it with staff and train them on it to prepare them for upcoming patient conversations. Consider a written phone script to ensure conversion to the new provider is professional and smooth from the start. Example: “Dr. Smith is no longer seeing patients in our practice. His patients are transitioning to Dr. Thomas whose focus is continuing the incredible care you have come to expect from our practice. I’m happy to check her schedule. Are mornings or afternoons better for you?”

Also, consider a patient email blast introducing the newly assigned provider. The message should include a photo and bio of the provider. Specifically, call out the provider’s training, expertise, special certifications, and even some personal tidbits like hobbies, family, and pets. Patients enjoy learning about who they are going to see before they come into the practice. Finally, include a call to action such as a “Book Now” button directing patients to your online booking portal.

4 Target and Engage At-risk Patients

In your communication plan, consider proactively reaching out to the departing provider’s aesthetic patients. Those patients are at increased risk of leaving the practice, so reach out with a personal touch and pull them back in! Either through a phone call, text message, or targeted email promotion, get them excited about coming in to see their new suggested provider. Reassure them by including credentialing statements for the new provider like, “Her passion is creating facial harmony and a natural, youthful look for her patients. She is personally waiting with your treatment plan in place and looks forward to seeing you on her schedule.”

For patients who seem likely to follow the exiting provider, consider a drip campaign or an automated email campaign to retain them. Send a few pre-written emails to customers over time to remind them to return to the practice. Consider the following three sample email themes over the course of a month:

1. Thank-you email. Thank the patient for being a loyal customer and introduce the new provider with a reminder to book a visit soon.

2. Discount offer. For patients who don’t convert to treatment or a consult, this second email could include a patient testimonial for the new provider with a small discount or promotion.

3. We miss you email. If the patient still doesn’t convert, consider a third email that serves as a “we miss you” offer that entices that patient to return to the practice soon.

By making an effort to target at-risk patients, you are increasing the chances of retaining your customer base amid staffing shakeups.

5 Update Your Online Presence

Your exit protocols likely include removing the departing provider’s access to important practice websites and tools such as your customer relationship management (CRM) system. However, don’t forget partner websites, such as vendor ordering platforms, Facebook business pages, etc. I have worked with several business owners who have lost access to their Google Business profile or Facebook Business page after an employee managing those pages departed. It can be a rough road to prove ownership and re-acquire access to those external representations of your business, so transfer access and maintain passwords to save precious time.

Also, remove the provider from the practice’s website, including photos, bios, blog posts, etc. Similarly, eliminate the provider from your provider lineup on business directory listings like YELP, Healthgrades, Vitals, RealSelf, RateMDs, etc. While you’re at it, claim the practice’s profile if you have not done so already. It’s usually an easy update and ensures the practice is represented correctly and easily searchable online.

Prepare for the Inevitable

Staffing changes are inevitable, especially these days. For that reason, take a proactive approach and have a comprehensive written separation and patient engagement protocol in place. When you’re in the driver’s seat, you can better steer through turnover, capitalize on the opportunity it presents, and ensure the practice thrives for years to come.