Use the OUTSIDE-IN Approach to Create an Empowered Team and the Best Patient Loyalty
Hey everyone this is Dr. George Birnbach. Every organization experiences tension between the desire to move ahead at speed so as to achieve profit and results quickly and the need to play the long game in order to create a coordinated and lasting transformation for the patients and with your team. And different practices tend to do this in different ways. Now the practices that do it best, tend to offer the best patient experience. But offering the best patient experiences that’s not as easy as just reading a book on social psychology or system dynamics, it’s not as easy as just being a great chiropractor. The offices that do it best take what’s called an outside-in approach. And making the change from a very stoic or static business model of we’re chiropractors and this is what do, to a patient-centered approach can take years and we don’t wanna have it take that long.
So when I talk to chiropractors who get upset because their front desk didn’t follow through on a system, they tend to take the approach of we laid out a system, we trained on a system, this is the way the system is supposed to work, why isn’t it being done this way. And a better way to do it is to notice that the system that you laid out and you trained on isn’t being done that way but then to take an outside-in approach and say why did they do it that way. You may have to ask them, why was it done this way? Because they may have saw a flaw in the system that you did not see from your perspective in the practice. They say empathy is about feeling the way someone else is feeling, like if you stubbed your toe and I can feel empathy for that because I know what that feels like and I can feel that with you.
But taking someone else’s perspective is much harder, but it’s also a much more valuable skill in a manager. So when we see our front desk alter a system, I wanna put myself into their shoes take their perspective, why did I do it this way? Is it because I didn’t know the system, obviously, that’s a problem, but what if it’s because I saw a shortcut that would benefit the group, and I took this because I needed to get it done because of everything in my environment. Remember that your staff, your staff are like plants, they need the right environment to grow and thrive and just because we decided a plant is supposed to grow and thrive in a certain way, doesn’t mean that the soil that that plant is growing in is actually the right environment for that plant. So one of the things that we do anytime there’s a breakdown is we just get curious, why was it done that way? What benefit did it provide? What was the hazard or the difficulty in doing it the original way? And we get a little bit of their perspective and now we can say well, this is what I need out of the system and I know you were trying to provide it but what you did didn’t provide that it just gave you a shortcut, let’s see if we can put the two together. This is how systems evolve and taking this outside-in approach on sharing of perspective is a very strong model for leadership and management.
Now, that doesn’t mean that every system we layout is changeable at will but it does mean that we have to first reframe the situation instead of being angry, is to become curious and say why was it done that way. Because this is the leadership moment where we get to train and lead and teach and also get a shared vision and we all know the shared vision creates unity. Now, let’s talk about from the patient perspective. There isn’t a patient alive who cares what you do, they only care can what you do help them with their problem. So we start looking at the way we write a poster, the way we write an email, the way we write a text message. Is it focused on facilitating that person’s problem away from their problem towards a solution or is it about something cool we are doing. Doing something cool can create excitement, but us showing that we’re patient-focused, this is about your experience. Hey, let me show you how you check out at the front desk, this is how made it easy for you, right, this is how we made it easier for you. We care about your time in this office, so this is what we’re going to do in order to help you with that, fair. And when we say, hey, let me show you around the office, this is where you can put your things or this is how you’re gonna get to the chiropractic table, this is how we’ve made this easier for the patient.
The more we can demonstrate to the patient that all of our systems were designed around making it better for them, it’s gonna work. There’s a supermarket called Aldi, A-L-D-I and they basically sell a bunch of Aldi the private branded stuff. And what are they known for, low prices because they use generic things but also the checkout experience. They have the fastest checkout experience in any grocery store anywhere in the country and they make sure that people know it, you’re about to experience the fastest check out in grocery shopping. Because we know, that the only thing we share with everyone on the planet is time, you see, and when we can show people we value their time and we value their experience, they become loyal to the process and when they’re loyal to the process, they can have a good or a bad day with an individual or a good or a bad phone call, but they still love the process because it’s focused on them.
So we know that every organization is gonna struggle a little bit with managing their profit, their systems, their experiences, their hiring and firing but when we look from the outside-in and we focus a little bit on perspective sharing versus just control and do my systems my way, you’re gonna find better solutions to almost any problem that you run into. All right, my name is Dr. George Birnbach, think about this, what’s coming up in your practice where you might wanna take the other person’s perspective and just figure out why they did it the way that they did it. You’re gonna bond better with patients and better with your systems and better with your staff. All right, I’ll talk to you soon, bye bye.