Overcoming Scheduling Objections

Transcription

1 Patient Coordinator Alums: Overcoming Scheduling Objections Sponsored By: The American Society for Aesthetic Plastic Surgery New York, New York April 29, 2018 Course S17 Presented by: Karen A. Zupko, President

2 (312) KarenZupko & Associates, Inc. KZAlerts - bit.ly/kzalerts KarenZupko KZA Disclaimer This manual is not intended to provide legal advice to physicians and their staffs. If you have specific questions regarding the permissibility of your billing or other practices, we recommend that you consult legal counsel directly for assistance in evaluating any legal, regulatory, or compliance issues regarding these matters. In the event that you choose to consult with outside legal counsel, KZA is available to work with such counsel, as appropriate, to meet your needs. 1

3 Meet Karen Zupko Educating and advising board certified plastic surgeons about the business side of their practices has been a passion of Karen s for more than two decades. Most recently, she appeared at IMCAS Paris. She is known for being an entertaining, energetic and informative speaker who is like a shot of B12 to the brain! Her keen sense of humor keeps people s attention. Karen has participated in Aesthetic Society meetings for more than 20 years and she looks forward to at least another 10 years! She launched the first coding and reimbursement workshops for ASPS in 1985 and her firm continues to make those presentations. Other members of the plastic surgery community, such as the Plastic Surgery Administrators Association and The American Society of Plastic Surgery Assistants, regularly invite Karen as an annual meeting speaker. Her extensive experience allows Karen to take a 360 degree view of aesthetic plastic surgery practices. Understanding the specialty-specific nuances concerning personnel hiring and training, accounting, fee setting and quoting, computer systems and operations, as well as marketing keeps her analyses from being one dimensional. Described as having a practical, non-cookie cutter approach Karen customizes solutions that are right for the surgeon s personality, the practice culture and the geographic area. Look for Karen s articles in ASAPS publications and in the KZAlerts for Plastic Surgery. She serves on the editorial board of the Journal of Medical Practice Management. Karen also serves as a program consultant to Care Credit. Internationally, Karen has been a featured speaker in programs for plastic surgeons in France, Argentina, England and Canada. Prior to launching Karen Zupko& Associates, Inc. in 1985, Karen directed the AMA s Department of Practice Management where she established a national reputation as an authority on practice management and marketing. When not actively engaged in advising surgeons, Karen celebrates regularly with friends, attends theater, cheers for Kansas basketball, skis fast, bicycles enthusiastically and participates on several medical charitable and arts organization boards in Chicago. Contact at information@karenzupko.com 2

4 YOUR LIST! Besides money, why don t patients schedule surgery? Be specific and descriptive. 3

5 Your Group List Group List of Non-Financial Objections 4

6 Solutions for Non-Financial Objections 5

7 Great Questions Ask Open-Ended Questions Please tell me more about Describe how that made you feel Walk me through your decision making process What other information will help you to make a decision? Echo Responses So, if I understand you correctly What I hear you saying is 6

8 Understanding Obstacles First, what is an Obstacle? Anything the patient says or does that prevents you from having a successful scheduling conversation. Obstacles are the patient s way of letting you know that something is out of step. Or that they don t perceive themselves as able to proceed. You know, he s board certified Formula for Responding to Obstacles 1. Pause 2. Ask and clarify 3. Show understanding Sometimes we rush to manage what we think the obstacle is. Be sure you understand exactly what the patient means. Suppose for example, they say: It s too expensive... What does too expensive really mean here? You must ask a question to clarify, Expensive in what way? Always show that you understand and respect the patient s concerns. I understand. Of course you want to be sure when you make the investment in surgery F = A = I = N = T = INABILITY? MISUNDERSTANDING? CONCERN? DISINTEREST? 7

9 Understanding Scheduling Obstacles Here are four main types of obstacles you are likely to encounter: 1. Inability The patient lacks the budget or permission (from spouse, parents, etc.) or the authority to take action. I want to have the procedure, but I can t make the decision right now because my husband isn t supportive. or I don t have enough information now to decide, because. Possible solutions: 2. Misunderstanding These occur when all of the information or assumptions about what the patient wanted were not verified. Many apparent concerns are actually misunderstandings. I can t take two and a half weeks off to recover. Possible Solutions: 8

10 Understanding Scheduling Obstacles 3. Concern An example is when the patient expresses that he or she dislikes or has a legitimate well-founded concern about some aspect of the proposed procedure or setting. The idea of general anesthesia for four hours... or I am worried about this...or fearful Possible Solutions: 4. Disinterest Disinterest occurs when the customer expresses that he or she is not really interested in doing what was recommended. What you are recommending makes sense, it s just not that important for me to do all of this now. In other words, I don t see the relative value... How did this happen? Possible Solutions: 9

11 Techniques for Responding to Fee Objections: A Baker s Dozen #1 It s too expensive compared to what? Expensive is a relative term. If you can, find out what or who the patient is comparing your fee to---then you can more precisely differentiate your value proposition. Of course you are more costly than the family physician turned cosmetic surgeon. #2 Really? Tell me how you came to the conclusion that our service is too expensive? This prompts the prospective patient to articulate their reasoning. Once you understand the thinking that caused the sticker shock you can more easily address it. #3 I hear you. When it comes to having facial surgery, the best surgeons are often more expensive. Some sales experts say that a price objection isn t real until the customer has brought it up twice. Use this response the first time and listen for the response. It can help you distinguish between those who don t have the budget from those who are testing for a discount. Nine More Techniques Are Featured In a Webinar Go to: feeobjections.pagedemo.co/ 10