1. Professional technology
2. Shaping personal brand
3. Cultivation of noble character
You may be puzzled: Why are these doctors not as good as us, but patients are willing to look for him? I am not only more handsome than him, but also better at medicine, but why don't so many patients come to see me?
to put it bluntly, it is because your personal brand has not been established. So, how should grassroots doctors establish their own personal brands? Let's discuss it today.
Three misunderstandings of establishing personal brands by grassroots doctors
Myth 1: How can grassroots doctors have personal brands?
actually, this is a misunderstanding. Not only grade hospital doctors, but also grass-roots doctors need to establish personal brands. Moreover, grassroots doctors who do well have a higher brand than doctors in grade hospitals.
Why do many doctors do more outpatient services than us, even though their skills are not as good as ours? Why are these doctors and patients so sticky?
the reason is also emphasized earlier, mainly because these doctors have established personal brands.
Myth 2: Medical skill is the guarantee of personal brand
This is actually a big misunderstanding. It is true that as the core of medical resources, doctors' primary responsibility is to improve their medical skills, but truly prestigious doctors will always rely on medical skills for three points and management for seven points. The fundamental reason why many grass-roots doctors have not established personal brands is that they don't know how to operate.
Myth 3: The ratio of doctors in general hospitals
Under the graded diagnosis and treatment system, the functions of doctors in various hospitals are different, so it is impossible to compare them, and there is no need to compare them. There are indeed differences in many aspects:
1. You don't have their qualifications such as academic qualifications.
2. They have a strong endorsement of the Grade Hospital, but you may not have it.
3. They have titles such as chief physician and professor endorsed, but you may not have them.
4. The amount of medical treatment is not a problem for them, but it may be a big problem for you.
So, don't compare and learn from doctors in grade hospitals. Their diagnosis and treatment technology is of little use to many primary doctors. They all solve intractable diseases, and these medical technologies are not needed in primary clinics and hospitals. Therefore, to build a personal brand, grass-roots doctors must take a completely different road from doctors in grade hospitals.
Four advantages of building a brand for grass-roots doctors
To build a personal brand, what grass-roots doctors need to do is differentiation. What is differentiation? Even if you have your advantages, I also have mine. You do your thing and I do mine.
Everything has two sides. Compared with doctors in grade hospitals, grass-roots doctors have their own advantages. To build your own personal brand is to maximize your personal advantages. So, what are the advantages of primary doctors?
First of all, policy welfare supports primary doctors to build personal brands.
in just a few years, the state has issued 448 policies to support the development of primary medical institutions, and the inevitable result of these policies is that a large number of patients in grade hospitals will turn to primary medical institutions. The implementation of the policy will help grassroots doctors to build their personal brands.
Secondly, it is easier and more convenient for primary doctors to receive doctors and patients.
Grade hospitals have a large number of patients, and a doctor can receive one or two hundred patients a day. For many patients, waiting in line for several days and talking to the doctor may take less than a minute. This kind of short-frequency communication can easily stimulate the contradiction between doctors and patients, and in terms of doctor-patient communication, grassroots doctors have unique advantages. They have a lot of time to communicate with patients, and it is easier to gain the goodwill and trust of patients.
In addition, it is easier for doctors at the grass-roots level to establish a relationship between clients and patients.
Patients usually live nearby, and it is easy to see them after work. It is more convenient to say hello and be caring and attentive at ordinary times. This is precisely the condition that doctors in grade hospitals do not have.
In addition, with the comprehensive coverage of family doctor contract service. Most family contracted doctors are grassroots doctors, which provide a good opportunity for grassroots doctors to build their own brands.
Sixteen-character formula operated by primary doctors
Compared with grade hospitals, the external conditions at the primary level are not so perfect. Therefore, don't expect advanced equipment and medical insurance, which is their unique advantage in grade hospitals. Grass-roots doctors only have one heart, so we should be careful.
The operation of clinics depends on word of mouth, and the operation of doctors depends on medical ethics. Grassroots doctors have 16-character formula in operation:
Call them (patients are willing to come)
Take them (good technology, good communication, patients can understand)
Keep them (cured, let patients remember us)
Spread them (old patients bring new patients).
worthless things can be given to patients for free, such as band-AIDS. It seems to be a small favor, but it is of great use at the critical moment and can bring additional benefits. Free is not a loss, at least it plays a role in promoting yourself.
Top Ten Skills for Grass-roots Doctors to Build a Brand
Similarly, grass-roots doctors need some skills to build a personal brand.
1. Learn to promote yourself
Influential people such as village heads and aunts who love gossip and chat should use their mouths to promote themselves.
2. Pay attention to appearance
One of my colleagues, despite his high medical skills, didn't pay attention to appearance (the white coat was almost a flower coat). As a result, not many patients were willing to look for him, so appearance was very important. I have been in the clinic for so many years, and I insist on making up every morning. Good instrument is the basis of establishing patients' trust.
3. Explain clearly
What's wrong with the patient? The doctor should explain clearly, not vaguely. It doesn't matter if you are wrong (the patient doesn't know, and there are misdiagnosis). Try to list four or five possible causes of illness, such as environment, diet, living habits and so on. If you can make it clear, you can make it clear, which will give the patient a feeling that the doctor has more information and is more professional.
4. communicate effectively
there are two words to remember.
the first word is confrontation-there can be no confrontation. If patients feel expensive, they should first agree and recognize it. Agree with him first. Yes, it does feel a little expensive, but ... it makes patients feel that it is worthwhile to spend the money.
the second word is praise-learn to praise. Praise first when you meet. Your clothes are beautiful, your skin is good, and praise can bring us closer. If you add another word, it is listening. Be good at listening to the patient's words, and remember while listening. Like coughing, write a cough. It's a good habit to ask and remember while watching.
In addition, the patient has strayed away, so remember to pull it back. We'll talk about that later. Please tell me what's wrong with you first. Finally, don't talk in absolute terms, don't say that you can cure 1% (including colds), but say that you are 8% sure. These are that key to communication.
5. Emphasize that the follow-up visit
The treatment effect is not good, and the patient will not call you next time. Follow-up visits can create an atmosphere with a large number of outpatient visits, and the effect is good. It can also promote other patients and increase their confidence. You see, doctors are quite experienced.
6. When receiving medical treatment, leave WeChat and phone number
WeChat marketing can be carried out later. Doctor wechat should use your avatar, your real name and your phone number. Sign your personality and write down what you can treat and what your advantages are. Patient notes should be detailed. Whose mother, where she lives and so on. Also, patients should be classified reasonably.
7. Health education
Health education should be carried out after seeing a doctor. You can also talk about family, promote understanding and leave a business card.
8. Mining diseases
Patients should be good at mining potential diseases. Be a doctor who attaches great importance to and pays great attention to it. Dig up the potential disease, wake up the patient and tell him that I can cure it.
9. Post-conditioning
Patients should be reminded to recuperate after being cured. Doctors should not only pay attention to the short-term curative effect, but also pay attention to the long-term prognosis, and learn to treat both the symptoms and root causes.
1. avoid risks
some doctors may take a wrong path in order to let patients see the curative effect as soon as possible. As a doctor, you should remember: in addition, you can make patients get better slowly, and don't give patients heavy drugs or excessive drugs, which will only bring unnecessary risks to yourself.
This is some experience that I have been engaged in medical work for many years, and I hope it will help everyone.