The Need for Positive Tone and Message in Physician Relations

By: Kriss Barlow, RN, MBA | [email protected]

How many times a day do you hear reports of cases, deaths and virus realities? Keeping tabs on COVID-19 is important and the impact is heartbreaking at many levels. Yet, my nature is that I yearn to hear something positive. Practices that get calls from liaisons could use the same. We’ll certainly want to address their current state and the challenges they face. But, let’s have those conversations using approaches that impart warmth, optimism and some good energy. I’ve considered some ways to make that happen and I would love to hear your thoughts.

1. Simple Messaging: When people are under stress, they are unlikely to work at deciphering or acting on vague suggestions. Our questions and messages need to be singular, easy to understand and straightforward. While the best liaisons work on this all the time, it’s really important right now. Pick out one or two topics, frame your ask and what you hope to share.
2. Concise Offerings: Spend the bulk of your conversation talking about easy to accomplish tasks – those that are beneficial for them and their patients today. Focus on ideas that can appeal to many patients vs. a select few. In many organizations today this may be capturing surgery numbers or talking about the dates of opening.
3. Be Positive About Them: Make positive observations about their practice, their approach, their responsiveness. It could be they were quick to adapt to telemedicine or to use social media to support their patients. Find the positive and notice it in an authentic way.
4. Call Out Your Value: Specific is better than the generic and often used line, “If there is anything you need…” Let them know a specific action that you’re on point to support, for example, “If you need more details on service openings, here is my number…” You may add an “or other needs” but, without a specific detail, it will be less memorable for our practices and their full brains.
5. Glance Ahead: Offer some longer-term thinking and stories as part of your conversation. Everyone benefits from a mental moment to think beyond the crisis of the day. Perhaps you call out something you know will happen on the other side. Do it in a story that involves them. “Dr. Smith, when we are both walking down the halls of the new east campus facility, we’ll be able to recall these days. How do you think we’ll remember them?”
6. Mood and Attitude: Demonstrate that you are grateful for the interaction. Recognize the value of a virtual connection. As you are able, impart a positive note from a hospital leader and let the practice leaders and doctors know that their insights are shared internally.

Creating the right tone and energy in a virtual call takes planning and preparation. We don’t have the advantage of body language, so words are even more important. Take the time to make each virtual call impactful for you and an added value for the practice. Customize the office staff and the physician message and send some positive vibes. They are needed and will be felt.

The secret of man’s success resides in his insight into the moods of people, and his tact in dealing with them. – J.G. Holland