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Ep.81: Plan Out 2021


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.

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Plan Out 2021

Good riddance to 2020

So crazy

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

# reviews

# referrals

# 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.

Catherine Maley

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.

BEAUTY AND THE BIZ

Beauty and the Biz is for Plastic Surgeons who know they don’t know everything and are open to discovering the pearls to grow and scale a sellable asset when they’re ready to exit.

Listen in as Catherine interviews surgeons who talk about the business and marketing side of plastic surgery and listen to Catherine’s pearls from consulting with plastic surgeons since Year 2000.

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