By: Mitzi Kent, RN, BSN | mkent@barlowmccarthy.com
Have you ever listened to the person in line in front of you order their drink at Starbucks? Each order has a little extra this or a double shot of that. And, the barista then customizes the drink.
What if we paused to rethink how we onboard our physicians? Like most people, physicians feel more loyal to organizations that listen to their wants and needs. Yet, too often, the onboarding process looks more like an orientation – a very tactical approach, focused on getting the paperwork, getting credentials, and training on the EMR system. Although those items are all essential, they don’t have to be what we start with out of the gate. What if we, like Starbucks, asked what they want or need that might be different from the standard agenda? Would customizing our onboarding plans improve our physician retention?
Here are a few things to think about in customizing onboarding to better meet physician needs:
Ask about their Needs and Deliver on the Promise
Physicians want to feel that their voice is heard and that the organization is trustworthy. Those doing the recruiting may do a lot of “selling.” If so, those responsible for onboarding need to know what was promised and what the physician feels is important to them. Whether their promises were tangible (equipment, office space) or intangible (support for the family, help with integrating within the community, support from colleagues), delivering on these promises makes or breaks the relationship.
Formalize your Touchpoints with your New Recruit and the Family
We know during the recruitment process that if we don’t check in with the candidate regularly, the candidate might question their decision. A formalized plan should be created to build engagement involving physician relations, practice management, service line leadership, marketing, and recruitment. In the first 30 days, a weekly touch-base, either formally or informally, allows the provider to transition from “outsider” to engaged “insider.”
Don’t Forget the Little Things
One of the most frustrating comments physicians share comes down to some items that “fall through the cracks,” like phone lines not connected the day the practice opens or no business cards or referral information to give providers. These minor aggravations can turn a positive experience into a negative one. A detailed tactical plan and an onboarding navigator to manage the process will eliminate these frustrations and show the provider a well-organized onboarding approach.
Rethinking your onboarding approach from a standardized tactical process to a more customized provider experience can not only improve physician productivity but overall physician retention.