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Assumptions are Killing Your Practice

If this has ever happened to you, you know that bad business assumptions are killing your practice:

  • Leads are down
  • Referrals have stopped 
  • Consult conversions decreased
  • Supplies are out
  • Lab work is incomplete

Why is this happening? I was talking to a client just like this and he couldn’t imagine why his staff wasn’t following processes he thought were in place.

Top Bad Business Assumptions that are Hurting Your Practice

I quickly learned he “assumed” SEO and Google AdWords weren’t working anymore, so he quit them and hired a social media person to do his Instagram instead.

So now he was “assuming” his new hire was creative, had an eye for aesthetics, knew about video editing and keywords and was responsible. (Within 2 months, he realized she didn’t have the skills she boasted about and she was inconsistent with her posting and attendance).

He also “assumed” his front desk was good at converting callers to appointments and his coordinator was good at converting consultations, so why were his numbers down?

Obviously, his assumptions were off, so he was fixing the wrong problems. 

I told him rather than “assume”, try this instead…..

Whose Job is It? Daily Duties Sheet

Just because you have a job description for each staff person, doesn’t mean they follow it to a tee. Things change. People change. Circumstances change so this will help…

fix bad business assumptions - duties sheet

Use this Daily Duties Sheet to have each team member jot down all the tasks they actually do throughout the day and how long it takes them.

Have them do this for one week, from Monday through Friday, and they should be detailed since the little things take up a lot of time once you add them up.

Duties At-a-Glance

Now, add all the duties of each role on a page so you can see all roles and responsibilities at-a-glance. 

You are looking for missing tasks, as well as duplicates where you have more than one person responsible. You also want to address any confusion about “who does what” that comes up from this exercise.

bad business assumptions

There is a popular story in the business world about 4 people named Everybody, Somebody, Anybody and Nobody. There was an important job to be done and Everybody was sure that Somebody would do it. Anybody could have done it, but Nobody did it. Somebody got angry about that because it was Everybody’s job.

Hold Staff Accountable with KPIs

To help your staff stay engaged and “own” their piece of the practice, give them a few Key Performance Indicators (KPIs) they are responsible for reporting on weekly. 

This way, they have a clear, tangible list of results to report on so they are clear what this job entails and what is expected of them. 

Here is an example for your front desk:

But don’t leave them to “wing it” and “assume” they know what to say. A professionally run cosmetic practice wins because they are consistent. 

Give your front desk the exact script to follow so they sound friendly, professional and skilled at booking callers to appointments.

Then do the same for your patient coordinator, MA, marketing person and so on. 

This structure gives you and your staff clarity you don’t have now and will cut down on mistakes, missteps, bad business assumptions and “I didn’t know that was my job” excuses. 

If this makes sense to you and you could use help setting that up, so you no longer “assume” what you want to happen is actually happening, let’s talk.

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Catherine Maley

Catherine is a business/marketing consultant to plastic surgeons. She speaks at medical conferences all over the world on practice building, marketing and the business side of plastic surgery. Get a Free Copy of her popular book, Your Aesthetic Practice: What Your Patients Are Saying View Author Profile.

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