Branding: Through Your Staff

What is branding?

Yes branding is the logo, the tagline, the brochures, the newsletters, and the fancy website but the full measure of branding is how you and your staff deliver the experience to your patients at every visit. The experience must give the patient all that you say you are in your mission statement, your vision statement, and your company values.  Your advertising and fancy website will mean nothing if you and your office staff don't live up to who you say you are.

Staff

Its great when you (the health care professional) knows your brand, your target market, and what your promise is to your patients, but does your staff know? Your staff is the face of the office they will be around your patients longer than you will and the patients will have an experience with your staff long before they have an experience with you. With that being said your staff needs to know your brand and what your practice stands for. If your staff doesn't know or understand what you represent it will not be communicated to your patients.

Tips to help your staff get on board:

Communicate with your staff. Communicate with your staff; they need to know what your organization represents and what you expect from them. Set goals and have meetings as often as possible.

Reward good behavior and positive results. Challenge your staff to be greater and reward positive behaviors. If your employees see that you appreciate them and their efforts they will be loyal to you and their brand.

Inspire them. Just like you, your staff has a life and a world of problems outside of the office. Inspire and encourage your staff it will help them throughout the day. Something that works for me is in the morning I read inspirational quotes and get that quote in my mind and it sets the tone for the rest of my day. Create a positive atmosphere for your employees and they will respond positively.

Lead by example. If your employees notice that you are not delivering an experience to your patients they wont either. Your practice is a reflection of who you are good or bad.

Remember your brand is who you are, what you represent, and how that is communicated to your patients (the experience.)

Tips for Inspiring your Staff

Inspiration and encouragement is something we all need from time to time. In an office full of different personalities at times we need even more inspiration. Below are tips for inspiring your staff to be great while at work.

Set a positive atmosphere. When your staff arrives in the morning post a note or send an email that lets them know today will be a great day. If your staff knows you believe this they will follow suit. (Either the day runs you or you run it.) Have positive words posted in your break room or employee lounge that way they see it and it becomes branded in their mind.

Appreciate your staff. If your employees know they are an asset to your organization and know you want them to be successful they will work harder for you. Tell them you are grateful to have them in your organization.

Get feedback. Your employees and staff will see more than you do (in your practice) on a day-to-day. They will know what is working for your practice and what isn't working. Hold weekly or monthly meetings, listen and take notes you will learn so much more about your organization.

Invest in your employees. Never be afraid to train or educate your staff. If they are an asset to your organization investing in them will help them and your organization grow. Allow them to take continuing education classes or courses, and attend seminars that relate to their position in your organization. The more they know the more they can help your practice grow.

Communication. The work atmosphere will be very productive if you have proper channels of communication. Do not only talk with your employees but also listen. As stated before your staff sees a lot more than you do. Express your goals to them and tell them what you wish to accomplish in this day, week, month, or year. With a clear understanding your staff will work harder at meeting goals.

What have you done to inspire your staff?

Before You Hire, Utilize What You Already Have

We all know that hiring can be a stressful task, it can be expensive and very time consuming. You have to train the new person, they have to learn your software, and your day-to-day routine. But before you start to hire new employees: Stop, Breathe. Wait and re-evaluate your current staff.

It doesn't take much to pull out your employee files and re-evaluate resumes of current staff. You may be surprised by some of the skills your staff may possess. There may be someone who has management or problem solving skills in which that person can add to your organization.  You may be able to give this person more responsibilities and a raise which is way cheaper than hiring another employee in your practice.  Your current staff  members know your software, your work ethic, and they know the ropes of your organization.

What to look for on the resume?

This can vary by position but look for key factors like diversified software experience, customer service, problem solving skills, other languages, and someone with an objective to grow with your organization. Look at the employees who are hard workers and who will be excited to take on more responsibilities.

Utilize what you have!