APMA News - March 2013 - (Page 57)

Small Business 101 From the American Academy of Podiatric Practice Management, the voice of practice management for the profession. By John Guiliana, DPM Mistakes to Avoid in 2013 As a practice consultant and business coach, I have enjoyed the privilege of working with many physicians. I have witnessed it all—from practices that are hugely successful and run like a Fortune 500 company, to those that were not sure where the next payroll would come from. Throughout my travels, I have come to recognize some behaviors common to successful practitioners. I also often spot characteristics shared by many who are struggling. I urge each of you to avoid these pitfalls in 2013: 1. Not believing in your profession or what you do. If you don’t believe you have value to offer to our aging population riddled with a diabetes epidemic, I’m afraid the rest of this month’s column will not make much of a difference to you. Sure, there are the challenges of reduced or unfair reimbursement policies. But please see past the challenges to find solutions such as group partnerships or practices without walls (super groups). There are plenty of successful models that can serve as examples. 2. Not making eye contact. I am always shocked by physicians who speak to a view box. Eye contact conveys confidence and is often the single most powerful tool in being influential and credible. Practice this art. After receiving feedback about poor eye contact, many physicians make a noble attempt at improving. But I often find them looking at the patient’s eyebrows, nose, or chin. That does not count! Meet the patient’s gaze, and look into his or her eyes as you speak. 3. Not making physical contact with the patient. Did you know that waiters and waitresses who touch their customers get bigger tips? You may ask, “How can a doctor not touch a patient?” I am not referring to the required touch of the physical examination. That’s a given. I stress appropriate “social touching,” such as a handshake, a gentle touch on the foot while talking, or a calming hand on the ankle during a stressful dialog or procedure. 4. Not speaking in terms the patient will understand. We were all taught to use laypersons’ terms when educating a patient. Yet many physicians still confuse the heck out of patients by going into too much unnecessary detail about anatomy, function, etc. As physicians, most of us love to teach, but does the patient really need to know about extensor substitution versus flexor stabilization? Decide what information is germane and present it in a decisive and confident manner. Discard words and phrases such as “perhaps,” “I think,” and “maybe,” and instead use power words such as “essential,” “critical,” and “recommended.” 5. Not paying attention to body language. I have seen physicians talking to patients with their hands in their lab coat pockets or on their hips, and even with their feet up on a desk! Be conscious of what your body language is communicating. Sit at, or just above, eye level with your patient and keep your hands and feet in front of your body. Try not to cross your legs or ankles. Tilting your head slightly is often interpreted as a positive sign of listening. 6. Not smiling. An aloof facial expression breeds tension in the patient. Show that you enjoy the great feeling of helping people. Seize every opportunity to express a warm, genuine smile to your patient while looking right into his or her eyes. The effect is often magical. 7. Failing to empathize. Patients tend to trust a doctor who they believe understands their feelings. Listen actively to your patients’ words. Seek out their emotions. Ask open-ended questions that encourage patients to elaborate rather than answer with a simple “yes” or “no.” Then paraphrase their feelings back to them: “It must be very frustrating to have this pain interfere with your golf game.” 8. Not seeing your primary role as physician, rather than financial advisor. Always have the patient’s best interest in mind. Changing your clinical protocols to match insurance coverage is simply bad medicine. Use your training to select the best treatment plan for the patient and present it confidently. If the treatment is not covered on the patient’s insurance plan, allow the patient to make the decision to defer your recommendation. To some extent, we are all guilty of these most common “mistakes from the trenches.” I remind myself of them daily. Enhancing your awareness of them and taking corrective action will help your abilities as a health-care provider and add to the success of your practice in 2013. n Contact Dr. Guiliana at Jguiliana@aappm.org. APMA News March 2013 57

Table of Contents for the Digital Edition of APMA News - March 2013

APMA News - March 2013
In This Issue
Contents
Incoming APMA President Matthew G. Garoufalis, DPM, Urges Members to Devote Time Each Week to Advancing Vision 2015
Meet the Candidates Participating in Elections at This Year’s Meeting of the APMA House of Delegates
State Advocacy in Focus: Public Education and Outreach
New Physicians in 113th Congress Will Face Challenges to Health Care
The Future of Podiatric Medicine is Now: An Interview with Nichol Salvo, DPM
Sequestration, the “Doc Fix,” and the Future of the Medicare Provider Payment Formula
Updated List of Seal Holders
2012 Podiatric Practice Survey: Gender by Practice Arrangement Type
Bet on Vegas for a Features Good Time at the National
Annual Scientific Meeting Registration Forms
Team APMA 5K Run/Walk
Annual Scientific Meeting Sponsors
Affiliate Recognition Task Force
Federal Advocacy Forum
APMAPAC Chair Report
Seeking Award Nominations
IT Consultant
Call for Abstracts
Resolutions Deadlines
Inside APMA’s Social Media
Website Wisdom
Small Business 101
CPME Update
On the Road with APMA
In Short
Worthy of Note
New Members
Affiliates Corner
APMAPAC Update
Development Update
Classified Advertising
Dates to Remember
Advertising Index
10 Questions
Your APMA

APMA News - March 2013