PracticalDermatology

The onset of the COVID-19 pandemic turned the economy on its head and forced mass layoffs on an unprecedented scale. The good news is that it is possible to not only survive but thrive during this pandemic and beyond. It is vital to pivot and create strategies within the framework of COVID-19.

This sentiment is echoed by leading dermatologist, Dendy Engleman, MD: “I leaned into other ways of sharing information with my patients and social media followers. Not only was this well-received, but it also created opportunities.”

Here are 10 lessons from our network of dermatologists who continue to perform well in these unprecedented times.

1. People Still Want to be Seen by You—Their Favorite Dermatologist

COVID-19 halted brick and mortar businesses around the country, but health issues continued to present. People want to be seen by their dermatologist. While some visits are emergent (i.e., bleeding tumors, erythroderma, acute infections, etc.), other visits are to continue to improve chronic conditions, such as psoriasis, eczema, and acne. Since many patients are no longer going to social events, they are asking to schedule more invasive procedures, such as medium depth peels, ablative resurfacing, or surgical lifts. Others who are forced to interact via virtual platforms are recognizing that their neck and or eyes may need a cosmetic boost.

Most practices are close to normal operations; the demand is there and it’s practice as usual. With the possibility of another shut down of your office, be adept at performing virtual consults and follow up visits.

2. Scheduling Makes a Huge Difference

Dermatologists need stable execution of scheduling with efficient staffing hours to improve patient experience, productivity, and sales.

The pandemic is no excuse to rush orders and jeopardize customer service. Make sure every step of the health care procedure is meticulously rendered while utilizing COVID protocols. As many dermatologists implemented a tighter schedule, keeping occupancy to a low threshold, they discovered improved patient care and increased sales of adjuvant services, such as skincare products. With the use of online registration forms, patients were no longer delaying their actual visit with the physician or health care provider.

3. Create More Value in Aesthetic Procedures

Although the pandemic has restricted income for some, people have always been reluctant to part with their money if they don’t see value. Make sure your services align with what the patient needs, more so now than ever before, due to COVID-19. With the requirement of facial coverings, many people are now focused on aging eyes. The perioral, jowl, and neck areas are also being more noticed than ever due to the use of video cameras for virtual meetings.

The best way to create value for the patient is to: 1.) Communicate why your proposed service is going to address his or her needs; 2.) Set expectations, including preparation, procedure, and post-procedure healing; 3.) Consistently educate patients. You can do this with many tools, including advertisements, pay-per-click, blogging, brochures, and videos. With social media, it is easier to reach your ideal clientele.

4. Adopt a Policy for No-Shows and Late Arrivals

Since your schedule will be stricter during the pandemic, you’ll have to adopt a policy that penalizes no-shows and late arrivals. It’s even more important to communicate this to clients. If a patient is more than 10 minutes late, let them know they’ll have to reschedule. Charge repeat offenders with a cancellation fee or discharge them from your practice. Remember that the doctor/patient relationship is exactly that—a relationship. Both parties must enjoy the visit.

Make sure your patients know your policies well in advance. These can be disseminated through emails, verbal notices, phone calls, etc. Consider the reason that someone had to reschedule. During this unique time, you may consider not charging a patient if s/he suddenly tests positive for COVID. We recommend keeping a waiting list of patients who are flexible with their schedule. If there is a cancellation, refer to this list to utilize that now-vacant appointment slot.

5. Adopt Teledermatology

Telehealth solutions may allow you to streamline patient flow, maintain records, and cut down average time spent on-site. This can be very important during the pandemic when you have to prioritize emergency health problems over nonemergent conditions. With teledermatology, you may find that your follow-up acne, psoriasis, and eczema visits are more efficient both for you and the patient. This also allows you to bill for taking care of patient needs that in the past you wouldn’t have. Furthermore, telemedicine allows you to continue providing care in case your office is forced to close again due to government regulation.

6. Accommodate Patients Quickly

As practices reopen around the country, many patients are being asked to wait several weeks or even months before they can get appointments. However, most of these patients are more than happy to switch to another provider that can see them more quickly. If you notice a huge uptick in demand, consider extending business hours and offering services on the weekend to meet consumer demand.

7. Use a Secure Messaging System

A secure messaging system (usually part of your EMR system) decreases the volume of unnecessary phone calls. In addition, you can respond to patient requests after business hours and during lunch. This allows staff to spend more time tending to patients in the practice.

8. Improve Marketing to Physicians

The practice of building solid relationships among a network of health care professionals is key to getting patients the high-quality care they need. Internal medicine physicians happen to be a great source of referrals, since they have access to more patients. Patients referred by other physicians are more likely to trust you and use your services. Don’t forget to provide a verbal or written summary of your findings to the referring physician. Usually a two-minute phone call is much more effective than the generic EMR printout of your progress note. In addition, the primary care doctor appreciates the opportunity to learn your personality.

Some dermatologists wonder how to start these relationships. One effective collaboration method is to establish relationships with clinics that offer COVID testing. Or send physicians a short video summarizing your services and how you can help their patients. Better yet, reach physicians in your area through LinkedIn and try to set up appointments with them.

9. Stay on Top of Billing Codes and Rules

Make sure to revisit new billing codes and rules to ensure your billers are following them. Train staff to review insurers’ Explanation of Benefits forms for denials and rebilling issues, especially for telemedicine codes that were rejected. It is worth noting that Medicare updated its recommendations for the place of service codes and telemedicine modifiers, allowing telehealth video visits to be billed as in-office hours. In addition, some insurance companies are allowing reimbursement of PPE. Make sure you and your team know insurance company is honoring which codes.

10. Expand Your Services

Optimize your services based on the changing needs of your patient population. If you hear of mass layoffs and furloughs in your area, think about offering other payment options, such as Care Credit, to newly uninsured patients. Many seasoned dermatologists have decided not to return to practice, leaving some areas in need of more urgent dermatologic care. You can fill in this gap.

Wrapping Up

As dermatologists learn new things about the pandemic, they’ll continue to revise their strategy and take every step to ensure that their staff and patients are safe while in office.