The Livelihood of the Current Aesthetic Surgery Practice.
THE PATIENT COORDINATOR
“Cosmetic surgery patients want to feel that they are in good hands and in a safe and welcoming environment. Staff is a reflection of surgeons”.
By Lefny Díaz
One of the most critical roles in a cosmetic surgery practice is a go-to person, also known as a patient coordinator or cosmetic coordinator, who manages the consultation process and surgical patients. A good patient coordinator can make or break a plastic surgery practice.
The role of the patient coordinator in the plastic surgeon’s practice cannot be underestimated. She can serve as a vital link and link between the surgeon and the patient. Patients often perceive the patient coordinator to be more accessible than the surgeon. Even after their consultation visit with you, patients will often tell the coordinator information that gives the surgeon additional insight into their personality.
A good patient coordinator is a natural multitasker. The typical job description may include: explaining procedures, answering questions, offering guidance, quoting fees, and scheduling surgery dates. It may also include taking patients ‘medical records and performing physical exams, reviewing preoperative and postoperative instructions, charging fees, and interacting with patients’ families. Ideally, it should include a high degree of hand support and personalized attention to detail throughout the patient’s experience in your practice.
A common mistake surgeons make is hiring a patient coordinator without empowering her to do the job she was hired for. It will undermine your authority if patients feel they can bypass you to contact you directly to negotiate rates and discuss scheduling issues.
The concept of patient coordinator is no longer specific to the practice of plastic and reconstructive surgery. Dermatologists, cosmetic dentists, refractive surgeons, and other specialists are increasingly embracing the idea of having someone on staff to fill this important niche.
Nor is it limited to private practice; University and hospital settings are becoming more aggressive to capture a greater share of the aesthetic market. So the sooner you can hire a dedicated person in this role, the faster you can grow your aesthetic practice.
“If you as a plastic, aesthetic or specialty surgeon require this type of service, do not hesitate to contact me. I have a highly efficient and experienced team which can help you with this task.”
In today’s competitive market, the rules have changed. In fact, many busy surgeons look outside the medical field to identify good candidates for this key position. They are looking for Patient Coordinators who are experienced in customer service and know how to care for patients and make them feel welcome.
Along with your intelligence, skills, and poise, you are expected to put in long hours, get along with the rest of the staff, and maintain the full surgery program and efficient patient flow.
In addition to her administrative skills, an effective patient coordinator must also be in tune with the nuances of the conversation. Generally, a soft selling approach is preferable to overly aggressive behavior, which can discourage many patients. She must be adept at bonding with patients during the consultation that will allow her to guide them through the surgical process and beyond.
The patient coordinator must be able to connect with patients on an intensely personal level to instill confidence and security and “sell” the surgeon. She can promote her credentials, training, and experience with patients much better than the surgeon. You can also present the surgical results of the practice in the best possible light.
Therefore, when evaluating the effectiveness of your Patient Coordinator, ask yourself the following questions:
• Do you make patients wait too long?
• Is she detail-oriented and good at following up?
• Do you return patient calls on time?
• Are you a good listener?
• Do you communicate with patients effectively?
• Do patients come to you with questions that should be directed to their coordinator?
• Are you in a rush to have new patients?
• Do you encourage patients to ask questions?
• Do you have enough knowledge to address patient concerns?
• Do you have a warm and loving demeanor?
• Are you getting too friendly or personal with patients?
• Is she too pushy or aggressive?
There is no universal plan for managing the patient relationship within your practice. However, it is imperative that you address this key role as soon as possible to develop a successful cosmetic practice. Ultimately, how comfortable potential patients feel in your practice influences their decision to have surgery with you or someone else. Do not hesitate to Contact us to take your medical practice to the next level in this V.U.C.A (Volatile, Uncertain, Complex and Ambiguous) era that we have to live.