Navigating 2021: Achieving Balance Amid Evolving Dynamics

Despite all the difficulties in 2020, there were some bright spots. For aesthetic practices, rising patient volumes presented an opportunity, and this trend appears to be continuing.

As many companies have seen the benefits of work-from-home arrangements, they are choosing to allow—and sometimes even encouraging—their staff to continue working remotely. With the potential for virtual meetings to remain a preferred method of business communication, people want to make sure they look their best on camera. This could mean that the uptick in cosmetic procedures that happened in summer 2020 may not only continue but also see further growth as we continue into 2021, particularly as restrictions lift in various parts of the country. With the distribution of vaccines, it is everyone’s hope that the virus will begin to wane and those people who were hesitant to visit the doctor for elective procedures during the pandemic will become more comfortable going forward, causing an even larger spike in patient volume.

Amid the benefits, potential challenges remain

Even with the vaccines being rolled out daily, health care providers will need to continue following safety protocols, including limiting the number of people in the office at any given time. Practices should think through how to manage a higher volume while remaining safe and ensuring responsible care.

Provider burnout is and remains a strong concern. When physicians are rushed to see patients or become mired in inefficiencies, they can get tired and frustrated, which can ultimately lead to burnout. Aesthetic practices should look for ways to reduce the burden and free physician time to focus on patient care.

Balancing opportunity with risk mitigation

How do practices and providers manage the new demands and changes that have evolved from the 2020 healthcare upheaval? Given the current dynamics, aesthetic practices should put strategies in place to balance business goals with the realities of delivering safe and responsible care. Here are some strategies to consider for achieving the appropriate equilibrium for your organization.

Optimize the appointment schedule. Scheduling should accommodate the rising patient volume while also helping practices spread patients out and maintain safe distances. Technology that offers drag-and-drop scheduling lets staff create the optimal schedule easily and efficiently. These systems also allow for remote check-in, which can reduce waiting room crowding. Providers can use the technology to tailor their schedules, building in predictable times away from the office to prevent overwork and burnout. It also raises the question: Is telehealth a new normal? It certainly is a safe way to see new consults, but it truly requires a new way of managing the patient relationship. Time invested in pre- and post-virtual consults should be a priority, since the personal interaction remains at a distance. Explore the option of the patient coordinator completing the pre- and or post-consult appointment with a virtual session. The face-to-face interaction will further develop the relationship between practice and prospect.

Enable targeted patient communication. As vaccine distribution advances, states will likely begin modifying their safety requirements. As such, it is critical to keep in regular contact with patients to let them know how your practice is responding to changing rules and what they should expect regarding mask wearing, social distancing, and other safety protocols. It is also important to use patients’ preferred communication methods when sharing information. A patient portal can help with outreach as it supports secure, bidirectional interactions. This is also a prime opportunity to use social media to engage your patients in how the practice is managing vaccines.

Ensure efficient workflows. Specialty practices can streamline workflows by using electronic health records (EHRs) designed with their specialty in mind. Customizable templates and dropdown menus can be tailored to each patient with adaptive technology, showing only relevant information based on the patient history and previous aesthetic treatments. These menu choices and picklists can filter out non-relevant choices, eliminating the countless details that are not pertinent to the patient. Think progressive reveal—showing only what you need to see for the patient. This functionality reduces extraneous data and limits the number of screens providers have to navigate. When these tools are designed to mirror practice flow, providers can also chart faster, allowing them more time with patients and/or to see more patients in a day. Not only will this help physicians manage potential volume spikes, but the efficiencies can improve provider and staff satisfaction, prevent burnout and provide a better patient experience.

Clinical solutions that seamlessly integrate with a practice management system ensure the business side of the practice runs smoothly. Charge entry and even product sales are also more straightforward, allowing providers to focus on what’s important—the patient.

Offer greater flexibility. Cloud-based technology enables more freedom, letting providers access tools from any location using a secure log-in. With these kinds of solutions, providers don’t have to be tied to a certain office or location but can go anywhere and have immediate system access. This gives them increased flexibility while still supporting a patient-centric experience, which is a prime method for boosting satisfaction and preventing burnout. Cloud-based tools also allow for automatic updates, so office staff don’t have to go through clunky upgrades or work around outdated technology, further improving efficiency and productivity.

A brighter future awaits

No one knows for sure what 2021 will bring. If 2020 is any indication, there are likely to be some curveballs. However, by having the right technology in place that enables clear communication, fosters efficiency, and reduces burnout, an aesthetic practice can be well-prepared to not only weather what’s to come but seize future opportunities that arise and ensure it’s set up for success.