back to schoolBy: Kriss Barlow, RN, MBA

The start of the school year brings back all sorts of memories for me, how about you?  As a parent, there was the thrill of watching the boys grow up.  At a personal level, it was the path to achievement.  There are some disciplines from formal education that are helpful to repurpose for the grown-up students who do physician relations today. The rigor of school forces some discomfort and yet it pushes us to grow and learn. With more pressures than ever for physician relations, are you pushing your talents to make the grade?

  1. New books and supplies: I think every kid likes the idea of new crayons or a new backpack or other back-to-school supplies.  Last years’ tools are tired. Likewise, physician relations reps may need to find new tools.  This could be a new message strategy, a new networking approach, a new series of clinical outcomes to be shared.  Get some new crayons!
  2. You’ve advanced a grade: Just when we felt we sort of understood calculus, we are asked to learn differential equations.  We wanted to stay where we were because we liked being competent.  Do you ever find yourself resisting change because it pushes you out of your comfort zone?  Take on the new challenge before you find someone else who is willing.
  3. The teacher you didn’t want.  There is one in every school; the teacher that nobody wants to get.  In a physician relations role, have you ever been asked to do the work you totally did not want!  Perhaps it is cold calling or doing more documentation than you had hoped.  We know that kids who get “that teacher” come out of it OK and we will too.  The challenge is to step back and look at the organization’s strategic needs, rather than the personal, emotional feelings you face.  Can you find a way to make it a win for you?
  4. Who’s going to be best? Whether it was sports or academics, where grades were the measure, in school there was a known order of who did well.  In earning relationships with doctors, how are you making sure you are making the grade?  It is no longer pass-fail as our leaders needs us to bring them the results they are asking for.  What’s your report card say and who are you showing?
  5. Way-finding in a new facility: You knew the old facility like the back of your hand.  Now, it’s a new building.  Many relations team are finding themselves working to create field plans in uncharted territories.  The most important part of this is that you make a plan… and then you may need to revise again and again but don’t move forward without a plan.  Get internal buy-in with the right focus, the right message and the right measure.

It is a fun, exciting time. Sometimes school starts before we really feel ready.  But we all know that change may not wait for us to be ready.  What challenges in your program and field work that remind you of going back?  And what is your plan to succeed?