If You're Batman, Where's Robin?

If any of you have seen the first Toy Story animation made popular by Disney’s Pixar, then you may recognize the line Woody gives to all the other toys in the room when he finds out the family is moving and he’s worried some of the toys may be left behind. In an effort to keep accountability and order he tells everyone in a very serious way, “Moving buddy….if you don’t have one…GET ONE!”

 A doctor without a clinical assistant, to be with him every step of the way, is much like the credulous failure to use the buddy system. Having someone to keep you in line, be accountable to and encourage you when times get rough is essential to basic human need—and essential to taking your business to the next level.

 Let me explain.

 When patients are consciously or subconsciously deciding whether or not to purchase and commit to a treatment plan or protocol, whether it is medications, vitamins, surgeries, treatments or other, they are looking for all sorts of signs that it’s the right decision. 72% of people decide you are the right doctor for them based on the experience they have in your office.

 As part of that experience they are looking to your staff as indication you are the real deal. In some ways it’s inappropriate for you to sell yourself or your medical procedures, but it’s completely expected and trusted on a whole new level when those you work with boast about you and validate you to your patients. In addition, your staff is a reflection of you, so how they appear, perform and interact imposes a perception of you to the patient.

Perhaps, the most important staff member is your personal assistant, whatever title she may hold, in whatever type of medical office you want to apply this to. Just as Woody and Buzz, Batman and Robin, a trusted sidekick, or a big brother, an assistant does wonders for the morale of a business. For years, my title and the description on my office door read "WGA" which stands for World's Greatest Assistant. I know instinctively and profoundly what this position can provide. Here’s how…

1. An assistant’s job is to keep the doctor relevant and at the top of her game. When someone is continually watching, you become accountable at all times.
2. An assistant’s job is to balance your weaknesses and fill in the blanks.
3. An assistant’s job is to keep you out of trouble and responsible for your actions and promises. They can do follow-up you otherwise wouldn’t get done.
4. An assistant’s job is to boost the morale of the doctor and give her confidence. An assistant can help you celebrate the victories and share in the disappointments, but keep you level headed at all times.
5. An assistant is the second opinion in the office. Patients will likely ask the assistant things like, “Does this really work?”, “Have you seen good results?”, and “Do you think this is something I should do?”
6. An assistant’s job is to be an advocate for the patient. When the patient doesn’t know what information they are missing or what questions to ask, the assistant can make it happen.
7. An assistant’s job is to teach. There is a lot of educating that needs to be done in healthcare and you need all the help you can get.
8. An assistant’s job is to connect and communicate. Many place emphasis on numbers, but an assistant should be the one able to spend quality time with patients so they see and feel that they are cared about.
9. An assistant’s job is to provide consistency. When there is a witness to a doctor’s conversations and actions, the patient knows there is consistency of information management in your office. This builds trust.
10. An assistant’s job is to allow you to focus on the 20% of your job you’re good at and handle the 80% you don’t want to waste your time doing. 80/20 Rule

 When I suggest to doctors that they need to get an assistant, many feel like the idea is frivolous and that they can’t or shouldn’t spend the extra money on someone who just “follows me around”. The truth of the matter is, that when you fully understand the qualities and benefits of having an assistant then you can’t help but see the potential for making more money and leveraging your time and energy (which also creates financial independence). There isn’t a single item on this list that won’t in turn make your assistant a producer and not an expense.

 If you’ve ever considered the risks to rewards or ROI on hiring what may at first seem like a luxury, revisit the idea and take these thoughts into account. Also realize that what you get out of an assistant is directly correlated with what you put into them and hiring the right person for the job is critical.