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data-rocket-location-hash="d537b0eaea87b47fa74d149dd9fb3ca0" id="et-main-area"> <div id="main-content"> <div class="container"> <div id="content-area" class="clearfix"> <div id="left-area"> <article id="post-9100" class="et_pb_post post-9100 post type-post status-publish format-standard hentry category-today-online tag-lehetoseg-hu tag-paciens-hu tag-szaktudas-hu tag-tanulas-hu"> <div class="et_post_meta_wrapper"> <h1 class="entry-title">„Meg kell tanulnunk jól bánni a páciensekkel!”</h1> <p class="post-meta"><a href="https://dentalworld.hu/category/today-online/" rel="category tag">Today Online</a></p> </div> <div class="entry-content"> <div class="et-l et-l--post"> <div class="et_builder_inner_content et_pb_gutters3"><div class="et_pb_section et_pb_section_0 et_section_regular" > <div class="et_pb_row et_pb_row_0"> <div class="et_pb_column et_pb_column_4_4 et_pb_column_0 et_pb_css_mix_blend_mode_passthrough et-last-child"> <div class="et_pb_module et_pb_image et_pb_image_0"> <span class="et_pb_image_wrap "><img fetchpriority="high" decoding="async" width="1200" height="315" src="https://dentalworld.hu/wp-content/uploads/2018/09/DW-today-online-kep-1.jpg" alt="" title="" srcset="https://dentalworld.hu/wp-content/uploads/2018/09/DW-today-online-kep-1.jpg 1200w, https://dentalworld.hu/wp-content/uploads/2018/09/DW-today-online-kep-1-300x79.jpg 300w, https://dentalworld.hu/wp-content/uploads/2018/09/DW-today-online-kep-1-768x202.jpg 768w, https://dentalworld.hu/wp-content/uploads/2018/09/DW-today-online-kep-1-1024x269.jpg 1024w, https://dentalworld.hu/wp-content/uploads/2018/09/DW-today-online-kep-1-150x39.jpg 150w, https://dentalworld.hu/wp-content/uploads/2018/09/DW-today-online-kep-1-250x66.jpg 250w, https://dentalworld.hu/wp-content/uploads/2018/09/DW-today-online-kep-1-180x47.jpg 180w, https://dentalworld.hu/wp-content/uploads/2018/09/DW-today-online-kep-1-100x26.jpg 100w, https://dentalworld.hu/wp-content/uploads/2018/09/DW-today-online-kep-1-1080x284.jpg 1080w, https://dentalworld.hu/wp-content/uploads/2018/09/DW-today-online-kep-1-600x158.jpg 600w" sizes="(max-width: 1200px) 100vw, 1200px" class="wp-image-9094" /></span> </div><div class="et_pb_module et_pb_text et_pb_text_0 et_pb_text_align_left et_pb_bg_layout_light"> <div class="et_pb_text_inner"><p>Nem elég a szaktudás, a felkészültség, bizalmat is kell építeni. Kluka Attila, a Fogászati Akadémia vezető oktatója szerint a megfelelő munkaerő megszerzése és megtartása lesz a legnagyobb kihívás 2019-ben.</p> <p><strong>– Mi a legfontosabb üzenet, amit szeretne átadni a Dental World konferencián?</strong></p> <p>– A tudatosság, a tudatos vezetés. Egy fogászati rendelő sikeres vezetése elsősorban a vezető tudatossági szintjén múlik. És ebből a szempontból mindegy, hogy egy 1 székes rendelőről beszélünk vagy egy 12 székesről. Nyilván más a feladatok mennyisége és összetettsége, de egy biztos: tudatos vezetés nélkül 2019-ben nem lehet sikereket elérni a fogászatban. A vezetői tudatosság azonban egy olyan képesség, amely fejleszthető. Én ebben szeretnék segítséget nyújtani a rendelő tulajdonosoknak és vezetőknek. Mégpedig azonnal alkalmazható gyakorlati módszerekkel.</p> <p><strong>– Ön szerint egy fogászati beavatkozásnak milyen alappillérei vannak?</strong></p> <p>– A páciens. Minden esetben a páciens. Ha páciens van, minden van, ezt ne felejtsük el. Természetesen szükségünk van felkészült fogorvosokra, segítőkész asszisztensekre és mosolygós recepciósokra, no meg egy jól felszerelt rendelőre. De ez az alap. 2019-ben ennél többre van szükség: arra, hogy a páciens pozitív „élményként” élje meg a nálunk végzett fogászati beavatkozását. Ezért pedig tennünk kell. Erre a kihívásra tudatosan fel kell készülni egy rendelő minden egyes munkatársának, mert a páciens rendelőről alkotott képében mindenki benne van. Ma már nem elég egy jó minőségű fogászati szolgáltatást nyújtani, meg kell tanulnunk jól bánni a pácienseikkel, hogy azok egy életen át hozzánk térjenek vissza és ne csábítsa el őket egy versenytársunk.</p> <p><strong>– Hogyan vezessük sikerre fogászati rendelőnket 2019-ben?</strong></p> <p>– Hozzunk létre rendszereket (működési folyamatok, kommunikáció, marketing, értékesítés, pénzügy, humán erőforrás). És aztán működtessük ezeken konzekvensen. Lehet, hogy az elején ez többletfeladatok jelent számunkra, de hosszú távon rengeteg időt és még több pénzt lehet a rendszerek sikeres működtetésével megtakarítani. Természetesen mindenkinek a saját rendelője méretéhez igazított rendszerekre van szüksége, de azokat senki sem nélkülözheti, egy 1 székes rendelő sem, mert ez egy idő után többszörösen megbosszulja magát.</p> <p><strong>– A fogászati marketing tulajdonképpen mit takar?</strong></p> <p>– Új pácienseket. Azok forrását. Ez egy fejlődő rendelő első számú kritériuma: hány új páciens jelenik meg az adott hónapban a rendelőnkben? Ha ez a szám egy kritikus érték alá csökken, akkor rendelőnk lassú és fájdalmas halálra van ítélve. Éppen ezért egy felelősségteljes vezetőnek nem szabad szükséges rosszként kezelnie a rendelő marketing aktivitásait (inkább lehetőségként), mert a versenytársaink tárt karokkal várják a mi pácienseinket. Egy marketing rendszer ráadásul soha nem készül el, azzal folyamatosan foglalkozni kell, mert a környezetünk napról napra változik. És még valamit: sikeres marketing tevékenység mérés nélkül nem létezik. A rendelők nagy többsége komoly összeget fizet ki marketing aktivitásokra anélkül, hogy mérné annak eredményeit. Pedig ehhez a megfelelő eszköz sok esetben ott van a rendelőben, csak meg kell tanulnunk használni azt.</p> <p><strong>– Mit gondol, mennyire tudatosak ma az ügyfelek?</strong></p> <p>– Évről évre tudatosabbak. És ez a tendencia folytatódni fog, erről semmi kétségünk nincs. Ma már sokkal komolyabbak az elvárásaik egy fogászati rendelővel vagy egy fogorvossal szemben, mint akár 3 éve volt. És könnyű dolguk van, mert ha az egyik rendelő szolgáltatása nem tetszik nekik, akkor már mennek is egy másikba. Én ezt lehetőségként kezelem, mert az a rendelő, amelyik tudatosan törekszik arra, hogy minőségi emberi kapcsolatot építsen ki a pácienseivel, megteremti a lojalitás alapját. És akkor nincs mitől tartanunk ezen a területen.</p> <p><strong>– A páciensek mennyire „költségérzékenyek”manapság?</strong></p> <p>– Olcsó vagy drága fogászati beavatkozás nincs, ez csak egy önámítás. Egy felmentés a magunk számára: „Nem fogadta el az ajánlatomat, mert nem volt rá pénze”. Ez azonban csak az esetek 15%-ra igaz. A többi esetben a mondat így hangzik helyesen: „Nem fogadta el az ajánlatomat, mert nem építettem ki a bizalmat a páciensemben és nem voltam számára elég meggyőző”. A páciens döntésekor sok szempontot értékel, és ezek között a pénz a csak a 4. vagy 5.  A páciens számára „értékarányos” vagy „érték aránytalan” szolgáltatás van. És ez nem ugyanaz. A mi lehetőségünk az, hogy befektetnünk egy páciensbe, ami aztán sokszorosan megtérül.</p> <p><strong>– Mennyire éles a verseny a rendelők között?</strong></p> <p>– Magyarországon minden héten nyílik egy új fogászati rendelő. Ez tény. A páciensek száma azonban közel sem növekszik ilyen dinamikusan. Ebből pedig logikusan következik az, hogy egy idő után szemet vetünk versenytársaink pácienseire is, különben nem lesz elég az utánpótlás. A versenyt azonban egy tudatos vezető lehetőségként kezeli és stratégiát dolgoz ki arra, hogy egy kiélezett helyzetből hogyan tud győztesként kijönni. És erre nagyok sok jó példa van országszerte. Ez a lehetőség minden rendelőtulajdonos számára adott, mégis nagyon kevesen élnek vele. Itt a lehetőség…</p> <p><strong>– Hogyan akadályozzuk meg, hogy meglévő pácienseinket elcsábítsa egy versenytársunk?</strong></p> <p>– Egy pácienssel a kezelés után is foglalkozni kell. Élő kapcsolatot kell fenntartani vele, hogy érezze: minden esetben számíthat ránk. És akkor semmi sem ösztönzi arra, hogy helyettünk más megoldást keressen. Nem elcsábítható. Sokan gondolják úgy, hogy egy kiváló minőségű fogorvosi szolgáltatás garantáltan a rendelőben tartja a pácienst. A megfigyeléseink inkább azt támasztják alá, hogy a kiváló emberi kapcsolatok hoznak létre erős kötődést. Erre kell tehát törekednünk.</p> <p><strong>– Hogy mélyítsük el az emberi kapcsolatot a pácienseinkkel és miért van erre szükség?</strong></p> <p>– Tudnunk kell, ki ül a székünkben. Óriási lehetőséget hagyunk ki akkor, amikor beül a páciens a kezelőegységbe és mi azonnal a lényegre térünk: mi a fogászati problémája. Látszólag ez a logikus döntés és senki nem is fog emiatt neheztelni ránk, csakhogy kihagyunk egy vissza nem térő lehetőséget: hogy megismerjük a páciensünket. Egy rövid beszélgetés alkalmával számtalan olyan értékes információhoz juthatunk, amely aztán jelentősen megkönnyíti a dolgunkat, hogy egy nagy értékű kezelést is könnyedén tudjunk elfogadtatni páciensükkel. Ez a rendelő igazi érdeke, és ebbe invesztálni kell. Ne sajnáljuk az időt, hogy befektessünk a páciensünkbe, mert az sokszorosan megtérül.</p> <p><strong>– Mi jelenti a legnagyobb kihívást a fogászati rendelők számára 2019-ben?</strong></p> <p>– A munkaerő. Ha erre nem készülünk fel időben, akkor azt vesszük majd észre, hogy van egy csodaszép rendelőnk egy remek helyen, páciensünk is akad bőven, csak éppen nincs, aki ellássa őket. Ezt nagyon komolyan kell venni, mert ez a helyzet rövid idő alatt tönkre tehet egy rendelőt vagy jelentősen túlterhelhet egy orvos-tulajdonost, akinek emiatt éjjel-nappal a szék mellett kell majd dolgozni és így nem tud időt szánni a rendelő fejlesztésére.  Ha nincs, aki dolgozzon, akkor nincs bevétel és a kör bezárult. Minden felelősségteljes rendelő-vezetőnek az 1 székestől a 12 székesig ki kell dolgoznia azt a stratégiát, amivel 2019-ben sikerrel küzd meg ezzel a problémával.</p> <p><strong>– Hogyan kezdheti el tudatosabb szintre emelni a rendelőjét egy tulajdonos vagy rendelő vezető?</strong></p> <p>– Azt gondolom, hogy az első lépés az őszinte szembenézés a jelenlegi állapotunkkal. Hol tartunk most? Ezt követi a terveink megfogalmazása. Hová szeretnénk eljutni az elkövetkezendő 1-3-5-10 évben? Ha ez megvan, akkor egyértelmű az út, ami előttünk áll. 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