This certificate confirms successful completion Gunkina L. Yu. master training "HOW TO FORM A FLOW OF PATIENTS. 60 PRACTICAL TIPS»November 22, 2021.
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 non-mediators of "joy" and how to use them for successful consultations, presentation of expensive and additional medical services. Cognitive psychology of the patient. 10 cognitive biases that a healthcare professional should be aware of. The phenomena of perception of information, events and decision-making. Adaptability of communication, taking into account the characteristics of DINA patients, services provided and specialization. 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 loyalty to the clinic and trust in the recommendations of doctors through the formation of value. Corona crisis - how it affected the values and motivation of patients.|
|PATIENT READING AND ADJUSTMENT. FEATURES OF COMMUNICATIONS|
|Work with patients depending on the problematics of treatment, the recommended treatment plan, financial motivation, psychotype, gender and age characteristics, experience of applying to clinics, the cost of 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, build loyalty, protect the cost of DINA 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. Algorithm for selling complex treatment plans: sales stages, stage goals, pitfalls and barriers. The principle of forming the loyalty of a potential patient at every stage.|
Techniques for improving the quality of information transmission. Management of attention and initiative in conversation.
|Group work on the formation of an empathic map of barriers and motives of DINA patients. The development of predicative empathy through understanding deep motives and the development of standard solutions for the formation of sustainable loyalty and work with objections.|
|Price and values. Why a solvent patient does not agree to the clinic's offers and how to motivate him to receive expensive and additional DINA services. How to motivate patients to receive comprehensive services. Big contracts. 4 practical tricks for protecting the cost of services. Techniques for using convincing argumentation through adjustment to the patient's psychotype. Algorithm of interaction with a patient at a consultation: preparation and psychological 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 his own advantages, the merits of DINA, the features and effectiveness of services, and understands the needs of the patient. The specifics of working with a demanding solvent audience. 7 elements that make up the impression of an employee of a successful clinic.|
|WORK WITH OBJECTIONS|
|The algorithm for working with objections: active listening, identifying the reasons for the disagreement, emotional attachment, parrying objections, confirming the patient's positive decision, registering the patient for a future procedure and signing an agreement for a range of services. The types of questions used to clarify needs and form a proposal. Active listening. Errors in posing questions. Corporate communication style. Delicacy and information acquisition. Types of objections: meaningless, with hidden meaning, based on their own negative experience, based on rumors and stereotypes, rational and emotional. Features of communication and perception of information. Managing patient attention and initiative in conversation. Management of the duration of the consultation. Psycho-self-regulation of a DINA employee. Dealing with your own objections and personal motivation. Protection from disappointment in the services of the Center. Five fundamental points why patients do not believe and do not accept the suggestions and recommendations of a specialist.|
|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. Methods of psychological protection of a doctor 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.|