Plan Out 2021
Growing a successful cosmetic surgery practice is a team sport. You can’t do this on your own. You need a team of trained staff who care about you and growing the practice, AND they need your leadership and direction. So you’ll want to come up with your What – why and How plan for 2021. Here are my best tips to help guide you.
Plan Out 2021
Good riddance to 2020
Biz stopped, then really busy
This uncertainty will continue:
Politics, stock market, economy – who knows
All you can do is plan the upcoming year so you have some clarity
Give it your best guess
Set up a plan to follow and plan your behavior
Then check in regularly with your team to monitor that behavior and tweak as you go
So here are a few tips and tricks to plan for a successful 2021:
Growing a successful cosmetic surgery practice is a team sport
You can’t do this on your own
You need a team of trained staff who care about you and growing the practice
And they need your leadership and direction
So you’ll want to come up with your What – why and How plan for 2021
Let’s start with the what:
Have a team meeting and come up with this year’s theme
This will be your guiding light for the year and help keep everyone on your team motivated
For example, last year our theme was to simplify
This year, we are calling it the year of resurgence
Come up with your own that everyone agrees on. Display it in the staff lounge and talk about it regularly.
Now decide on your overall objectives for 2021 and keep it general for now: for example:
Devise an Automatic marketing plan to get new cosmetic patients at will
Win Best Surgeons award in your area this year
Choose a local charity to support
Improve the patient visit experience
Institute a patient retention plan
Simplify your processes and so on
Now answer the question why?
Why do you want those things?
Obviously you want to make money since that’s what keeps your doors open, but your staff needs their own reasons as well such as:
To transform even more lives.
To give your patients a great experience they will brag about to their friends
To have fun at work
To give back to the community
To make a living so your staff can enjoy their interests such as family and hobbies.
The why will get your team through the difficult times so please get clear on this.
And now you answer the question, What do we want specifically?
Tip: these are the goals of the practice you strive for.
Tip: rather than talk revenues, talk number of things instead. For example:
Compare your numbers from 2018, 2019 and 2020 and go with averages for:
# surgcial procedures performed
# non-sx treatments performed
# patient list
# patient visits
# surgical consults
# sx performed
# b/a photos in gallery and so on
And now Decide to better your best and increase those numbers by a certain percentage.
But it won’t happen just because you say it.
You have to plan it.
Here’s another tip: rather than state the outcome, you plan the behavior it takes to reach your goals. For example,
– Your receptionist will use the 5 Phone Fixes guide on each call
– Your team will follow up on each lead using a 9-point checklist
– You will post to social media 2x per week
– Your coordinator will block time while you’re in sx to make pre-consult calls
– You, the surgeon will make short weekly FAQs videos and so on.
The secret is to actually do it by blocking the time and then holding each other accountable by meeting with the team regularly to review your numbers to see what’s working and what’s not so you can brainstorm how to make it better.
And that is a good framework for planning out 2021 to give you more control and certainty.
And allow your team to be more productive, less stressed, and overall more creative and satisfied in their positions
Of course, I’m here to help so please reach out to me at cm.com or DM on IG
I wish you a Happy, Healthy and Prosperous New Year and I look forward to bringing you much more of Beauty and the Biz so stay tuned.