Valuing your non-medic staff
When you think of team members who are indispensable to your clinic, I’m sure you rightly start with yourself and your qualified doctor, nurse, or dental injectors and practitioners (if they’re not one and the same). If you have a therapist, you probably consider them next. So, my question to you is: at any point, do your front of house staff cross your mind?
I know many clinic owners for whom front of house staff are like a revolving door, changing every few months, and are never truly considered part of the ‘inner circle’ of the team, leading to a high turnover. In fact, according to an Allied Workforce Mobility Survey, as many as 25% of new employees leave their company within their first year of employment, and according to O.C. Tanner’s Global Culture Report, the most cited reason for leaving a job is a lack of appreciation from their current employer.
I firmly advise against viewing reception staff in this way, as valuing and investing in these team members can be of huge benefit for your business as a whole. In fact, according to LinkedIn’s 2019 Workforce Learning Report, 94% of employees noted that they would stay at a company longer if it invested in their careers.
You should remember that your front of house staff are the first point of contact any patient has with your business, whether they are walking through the door, picking up the phone, or getting a response to an email. Of course you know this, which is why you recruited carefully, right? And in order to trust them with this huge responsibility, you’ve trained them. You’ve spent copious amounts of time and energy instilling your vision, methods and your ethos into your staff so they can confidently coordinate your business. Now, if you operate as a hierarchical practice, which I find so many practices do, and don’t invest in the people in these roles because they’re ultimately replaceable, what motivation do these people have to promote your business as if it’s theirs? By rewarding them and investing in them, you and your business will benefit.
I also believe in taking this further… please click the button above to keep reading.
This is a short extract of an article originally published in Aesthetics Journal, Volume 9/Issue 3 (February 2022). To read the piece in full, please click the button above.
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