How to communicate with problem surgeons
By Stephen W. Earnhart, MS
CEO
Earnhart & Associates
Austin, TX
How many times have you thrown up your hands in frustration and said, "Nothing pleases this surgeon! No matter what we do, it is not good enough."
It happens more that we probably realize. Trying to please surgeons can be frustrating and time-consuming. However, we still need to work with this type of individual (or do we? That's another column) and try to accommodate them as best we can.
I have had the opportunity to work with many personalities over the years, and I have finally figured out a way to make my time more productive. However, before we get to that, keep in mind that communications today is infinitely more difficult than it was in the past. Instant messaging, e-mail, fax machines, 24/7 cell phone, text messaging, video conferencing, flat-rate long distance phone service, all compound and complicate communications. If you have a communications problem with anyone, this only makes it worse for several reasons:
- Not everyone reads their e-mails within 60 seconds of arrival into their inbox. (How can that be?)
- Not everyone reads their e-mails — period.
- Many of the "spam traps" block important e-mails.
- Some folks, surprisingly, do not get on their computers at home during off-hours. (Are they human?)
- Txt mess r 2 hd 2
- Lots of sick folks do not answer their cell phone in evenings or on weekends.
These are just some of the issues that will take a communications issue and widen it. I send the message via text, instant message, voice mail, or e-mail. If I don't hear back from them in a reasonable time (10 minutes), I assume they are snubbing me and are not interested. If I send another message, many times I find that I "overlap" the other person's response.
In this fast-paced world, I have found that if there is a serious problem (or perceived problem), the best way to deal with it is this: Handwrite a letter to the surgeons. Tell them that you are a very customer-oriented individual and that you value their business. Explain that from your standpoint, you perceive there to be an issue about ____________ (fill in the blank). Then ask them to send you back a letter in the enclosed self-addressed, stamped envelope about what they perceive the issues are that prevent the two of you from communicating effectively. Send the letter certified mail. You receive those only if you are being sued or receiving money from someone, so they probably will open it or, at the very least, their staff will pass it on to them. Try to send it to their home address if possible.
Now, 50% of the time they will not respond to the letter. However, they will acknowledge to you that they received it, and you will have a window, narrow though it may be, to talk to them to get your point across. The other 50% of the time they will respond, and you can take it from there.
My first choice of action is always to get defensive when obstacles get in the way of what I think needs to be done. However, as we are all in a relationship industry with customer service at the forefront, tact and patience tend to work better. Thus, when your best is not good enough, you have to try harder. I hate it, but that is what it takes to be the best.
(Editor's note: Earnhart & Associates is an ambulatory surgery consulting firm specializing in all aspects of surgery center development and management. Contact Earnhart at e-mail: [email protected]. Web: www.earnhart.com.)
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