This certificate confirms successful completion Guselnikova Inna interactive master training "GROWTH OF SALES OF THE MEDICAL CENTER" September 11, 2021.
Duration - 5 hours.
Speaker - Irina Khomutova, Managing Partner, Khomutova & Partners
|NEUROPHYSIOLOGY OF DECISION MAKING|
|Echo chambers. Where do clinics lose money? Neurophysiology and the Trinity of the Brain. Why and how the patient makes decisions from a neurobiological point of view. The most important thing about brain stimuli. Chemistry of emotions and a new look at the causes of mood changes in patients. 5 neurotransmitters of "joy" and how to use them for successful consultation. Cognitive psychology of the patient. 10 cognitive biases that a clinic administrator should be aware of. The phenomena of perception of information, events and decision-making. Adaptability of communications, taking into account the characteristics of patients and the specialization of the clinic. How to build long-term relationships with patients in the face of changing market conditions, unstable situations and emerging new competitors for similar clinic services. "Patient Forever" - how to achieve adherence to the clinic and trust in the recommendations of administrators and doctors through the creation of value. Corona crisis - how it affected values and motivation.|
|PATIENT READING AND ADJUSTMENT. BARRIERS, OBJECTIONS, HIDDEN MOTIVATION|
|Working with patients depending on health problems, financial motivation, psychotype, gender and age, experience of contacting commercial clinics, the cost of drugs and services offered, personal and family restrictions, etc. Avatars, empathic mapping and insights. Barriers and motives of archetypal patient models. Transactional analysis of customer behavior scenarios: types of people by style of behavior and decision-making. Adjustment to the patient and management of his condition. Mirror neurons and empathy. Types of empathy and methods of its development. Patient reading: body language, intonation, facial expressions. Recognizing cognitive biases and adapting communications. The principles of building successful communications with the primary patient, allowing to overcome doubts and objections, to form loyalty, to protect the cost of the center's services. Psychotypes of patients and how to work with them in the face of the emergence of alternative offers for similar services on more weekend offers.|
|Price and values. Why the patient does not agree to the clinic's proposals and how to motivate him. How to attract patients to big contracts. 4 practical tricks for protecting the cost of services. Techniques for using convincing argumentation through adjustment to the patient's psychotype. Sales algorithm: preparation and mental attitude, establishing contact, adjusting, identifying needs, presentation, working with objections, completing a sale, support and additional sales. Manipulator words. Technique "Verbal Pictures" - the use of emotional images, a colorful description. Reception "Chain". Reception "Detail". Method "Three yes". Method "Alternative proposal". Reception "Because". Method "Positive language". What does an expert-specialist look like when he knows the advantages of the clinic, the features of the services and understands the needs of the patient. The specifics of working with a demanding audience. 7 elements that make up the impression of an employee of a successful clinic.|
|TELEPHONE COMMUNICATION WITH THE PRIMARY PATIENT AND OPPOSITION|
|Features of telephone communications and remote perception of information. Managing patient attention and initiative in conversation. Corporate style of telephone communications. Delicacy and information acquisition. Management of the duration of telephone conversations.|
The types of questions used to clarify needs and form a proposal. Active listening. Errors in posing questions. Types of objections: meaningless, with hidden meaning, based on their own negative experience, based on rumors and stereotypes, rational and emotional. The algorithm for working with objections: active listening, identifying the reasons for the disagreement, emotional joining, parrying objections, completing the transaction. Psycho-self-regulation of the administrator. Dealing with your own objections and personal motivation. Protection from disappointment in your own product. Five fundamental points why patients do not believe and do not accept the administrator's suggestions.
|PREVENTING CONFLICT SITUATIONS AND PROTECTING AGAINST BURN-OUT|
|Balance of interests between the clinic and the patient. Choosing a position for communication. Successful resolution of controversial issues and conflicts, while maintaining loyalty and trusting relationships. Assertive communication techniques. Dealing with aggression and manipulation. Types and examples of manipulations. Types of conflicting personalities: demonstrative, rigid, uncontrollable, pedantic, conflict-free. Ways of resolving a conflict situation, taking into account the characteristics of each type. How to deal with pressure and criticism. Trigger questions. Professional working installations. Setting up for positive and effective work. Techniques for psychological protection of an employee from stress, burnout and fear of repeating a negative situation. Ways to neutralize negative emotions. Empathy model - reducing emotional stress. Communication techniques aimed at resolving the conflict: the principle of "Aikido", the use of non-verbal adjustment, self-message without attack, technique of persistent repetition, respectful refusal, disclosure of intentions.|