1. Professional technology
2. The shaping of personal brand
3. Cultivation of noble character
You may wonder: 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 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 Grass-roots Doctors' Creating Personal Brands
Myth 1: How can grassroots doctors have a personal brand?
Actually, this is a misunderstanding. Not only grade hospital doctors, but also grass-roots doctors need to establish personal brands. Moreover, well-done primary doctors have a higher brand than doctors in grade hospitals.
Why do many doctors have poor skills, even worse than us, but the outpatient service does more than us? Why are these doctors so attached to patients?
The reason has also been emphasized before, 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, the primary responsibility of doctors is to improve their medical skills, but a truly prestigious doctor will always rely on medical skills for three points and management for seven points. The fundamental reason why many grassroots doctors don't establish personal brands is that they don't know how to operate.
Myth 3: the ratio of hospital doctors to the total grade
Under the graded diagnosis and treatment system, the functions of doctors in various hospitals are different, there is no analogy at all, and there is no need to compare them. There are indeed many differences:
1, you don't have their education.
2, they have a strong level of hospital endorsement, you may not.
They have titles such as chief physician and professor endorsed, but you may not.
The medical quantity is not a problem for them, but it may be a big problem for you.
Therefore, don't compare with doctors in grade hospitals. Their diagnosis and treatment techniques are of little use to many primary doctors. They all solve intractable diseases, and primary clinics and hospitals do not need these medical technologies. Therefore, in order to build a personal brand, grass-roots doctors must take a completely different road from doctors in grade hospitals.
Four advantages of establishing brand by 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 yours and I'll do mine.
Everything has two sides. Compared with doctors in grade hospitals, primary doctors have their own advantages. To build your own personal brand is to maximize your personal advantages. So what are the advantages of junior doctors?
First of all, policy welfare supports grassroots doctors to build personal brands.
In just a few years, the state has issued 448 policies to support the development of primary medical institutions. 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 this policy will help grassroots doctors to establish personal brands.
Secondly, it is easier and more convenient for primary doctors to receive doctors and patients.
Grade hospitals have a large number of visits, and a doctor receives one or two hundred people a day. For many patients, it may take less than a minute to wait in line for several days and talk to the doctor. This kind of short-frequency communication can easily stimulate the contradiction between doctors and patients, and grass-roots doctors have a unique advantage in doctor-patient communication. They have a lot of time to communicate with patients, and it is easier to gain the goodwill and trust of patients.
In addition, junior doctors are more likely to establish customer-friendly relationships.
Patients usually live nearby, so it is easy to see them after work. Say hello, be caring and attentive at ordinary times, and follow-up work is more convenient. This is exactly what 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 provides a good opportunity for grassroots doctors to build their own brands.
Grass-roots doctors operate sixteen-character formula
Compared with grade hospitals, the external conditions at the grass-roots 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 have only one heart, so be careful.
Clinic management depends on word of mouth, doctors rely on medical ethics, and grass-roots doctors have sixteen strategies:
Call it (the patient is willing to come)
Can take (good skills, good communication, patients can understand)
Stay (cure, let patients remember us)
That makes sense (old patients bring new patients)
Doctors should be honest when operating personal brands, not deceive patients, and rely on positive energy to influence others.
Cheap things can be considered to be provided to patients free of charge, such as band-AIDS. It looks like a small favor, but it is useful at a critical moment and can bring additional benefits. Free, no loss, at least to promote themselves.
Ten Skills for Grassroots Doctors to Build a Brand
Similarly, grassroots doctors also need some skills to build personal brands.
1. Learn to sell yourself.
For example, influential people, such as village heads and gossip aunts, should use their mouths to promote themselves.
2. Pay attention to appearance.
I have a colleague who doesn't pay attention to appearance (a white coat is almost a flower coat) although his medical skills are very high. As a result, not many patients are willing to find him, so appearance is very important. I have been in the clinic for so many years, and I insist on making up every morning. Good equipment is the basis of building patients' trust.
Explain clearly
What happened to the patient? The doctor should explain it clearly, not vaguely. It doesn't matter if you are wrong (the patient doesn't know, and there is misdiagnosis). Try to list four or five possible causes, such as environment, diet, living habits and so on. If you can make it clear, it will give patients a feeling that doctors have more information and are more professional
Efficient communication
There are two words to remember.
The first word is confrontation-there can be no confrontation. If patients feel expensive, they must 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 this money.
The second word is praise-learn to praise. Praise first when you meet. Your clothes are beautiful and your skin is good. Praise can bring us closer. If you add another word, it is listening. Be good at listening to patients' words, and take notes while listening. If you like coughing, just write cough. It's a good habit to ask while reading.
In addition, the patient is far away, remember to pull it back. We'll talk about this later. Please tell me what's wrong with you first. Finally, don't say absolutely, don't say 100% can be cured (including colds), say 80% sure. These are that key to communication.
5. Emphasize follow-up
If the treatment effect is not good, the patient will not come to 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, the doctor is very experienced.
6. Leave WeChat and phone number when receiving the consultation.
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 strengths are. Patient records should be detailed. Whose mother, where she lives and so on. Also, patients should be classified reasonably.
7. Health education
Health education should be conducted after seeing a doctor. You can also talk about family, enhance understanding and leave a business card.
8. Mining diseases
Patients should be good at discovering potential diseases. Be a doctor who attaches great importance to it. Dig out the potential disease, wake up the patient and tell him that I can cure it.
9. Post-processing
After the cure, patients should be reminded to recuperate. 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 the root causes.
10. Avoid risks
Some doctors may have gone astray 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 prescribe heavy drugs or excessive drugs to patients, which will only bring unnecessary risks to yourself.
This is my experience in medical work for many years, and I hope it will help everyone.