Published:
11.08.2004
New business
strategy benefits chiropractor
When Susan Demith's business began growing, her excitement was quickly
tempered when she encountered a whole new set of challenges. Eventually the
stress caused by worrying over increasing administrative problems began seeping
into her work, affecting her ability to work with patients.
Before allowing things to worsen, Demith turned to
consultant Cheryl Vallejos to revise
and create a business strategy to best address her growing pains.
The
story
Susan
Demith is by her own admission a much better chiropractor and doctor than a
businesswoman.
The
petite, tanned blonde would appear to be more comfortable on the beaches of
It was a
different scenario a couple of months ago.
Despite
having an office manager and at least three other staff nurses and assistants,
she was finding herself increasingly burdened with handling what should have
been their responsibilities in addition to seeing her regular patients -
sometimes up to 18 a day.
Demith
wasn't able to fix the problems to any one source. If everyone was doing their
job, then everything should have been running smoothly, she thought.
She began
working longer hours, leaving little time for much else. But, the constant
worrying over the business side of the practice was starting to take its toll
on her health and her ability to focus on the job.
"When
I'm in the back with patients, I tend to lose track of what's going on out
front," she said. "Things weren't being dealt with, and patients
could sense the stress I was feeling."
Staffing
issues evolved and spread to other parts of the business, affecting patient
retention and even cash flow. After speaking a few times with consultant Cheryl
Vallejos, Demith realized that the firm's accounting system was inefficient for
her growing business' needs.
Accounts
receivable were not being collected in a timely manner, nor were bills being
paid with any consistency - interfering with any attempts to create a workable
budget.
Demith
knew what she wanted from the business, from her employees and from herself.
Her goals were clear, but the path to achieving them was not.
Sensing
her practice was in need of a tune-up - and fast - she met once again with
The
advice
"Susan
did not have a balanced life," said
A more
decisive system of management was needed. Before beginning with the plan,
Diana
Green, who had an extensive background working in medical offices, was hired to
train and supervise the employees. Additionally, Demith says, Green greatly
assisted in putting the finances of the business back on track. That included
implementing electronic billing and a computerized accounting system to track
incoming receipts.
With a new
staff in tow, the patient count doubled, and the issue of outstanding accounts
receivables has greatly diminished.
More work
was still needed, though, so
"A
solid understanding of organizational goals and required results is essential
before investing in any new improvement initiative or moving to the next phase
of an ongoing initiative," she said.
A business
should "perform an assessment of the current state and once a plan is
developed, keep it updated as the situation changes."
Many of
the concerns seemed to stem from a lack of shared vision among staff and
management, coupled with a lack of definition regarding employee roles and
duties.
Job
descriptions were rewritten to include specific expectations, and
A more
effective patient tracking system was also advised, helping staff assistants -
and subsequently, Demith - understand which patients were likely to return for
follow-up visits, or why they were choosing not to.
The system
could also be useful in determining what other opportunities were available,
assuming patient profiles could be used to determine the type of individual
most likely to request Demith's services.
"Demith
Chiropractic recognizes that it is facing a business transformation, not just
the implementation of new processes,"
By
recognizing this, she added, it is aware that the business strategy will be
different. While there are still areas that can be improved upon, Demith is
likely in a much better position to address them, with a staff that's behind
her and willing to develop along with the practice.
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Profile ●
The business: Demith
Chiropractic and Acupuncture Healing Center LLC, 885-7944. ●
The owner: Dr.
Susan Demith. ●
The services: A
wide range of therapeutic massage techniques and chiropractic care. ●
The challenge: Create
a business plan that can resolve issues stemming from business growth. The
consultant
● Cheryl
Vallejos is the president and CEO of Endorse Success LLC and
Prime Leaders Community. With more than 22 years of experience in
organizational business management, and an author of four books on leadership
and budgeting, her passion is helping small businesses create big profits. She can be reached at 730-4456 or |