This certificate confirms successful completion Журавлевой Н.В. interactive master training “HOW TO FORM THE FLOW OF PATIENTS. 60 PRACTICAL TECHNIQUES» September 27-30, 2022 Speaker – Irina Khomutova, Managing Partner of Khomutova & Partners


- Echo chambers. Where are clinics losing money? Neurophysiology and the trinity of the brain. Why and how a DMS patient makes decisions from a neurobiological point of view. All the most important 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 consultations, presentation of expensive and additional medical services.
— Cognitive psychology of the patient, for whom the organization pays. 10 Cognitive Distortions a Physician at a TREATMENT CENTER Should Know About. Phenomena of perception of information, events and decision making. Adaptability of communications, taking into account the characteristics of patients, the services provided and the specialization of the medical center, the presence of factors that reduce purchasing activity.
— How to build long-term relationships with patients in the face of changing market conditions, an unstable situation and emerging new competitors for similar clinic services. "A patient forever" - how to achieve adherence to the clinic and trust in the recommendations of doctors through the formation of value.
— Group work on cases based on typical situations in the work of a doctor and a VHI-patient. Recognition of the patient's condition in order to adapt communications and develop appropriate typical employee responses that increase the demand for expensive and additional services offered by the clinic.
– Work with patients depending on health problems, financial motivation, psychotype, gender and age characteristics, experience of contacting the clinic, receiving “free services”, the cost of the drugs and services offered, personal and family restrictions, specifics of VHI conditions, etc.
— Transactional analysis of scenarios of behavior of DMS patients: 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. Reading patients: body language, intonation, facial expressions. Recognition of cognitive distortions and adaptation of communications.
— The principles of building successful communications with the VHI-patient, allowing to overcome doubts and objections, to form loyalty, to protect the cost of additional paid services of the TREATMENT CENTER. Avatars, empathic mapping and insights. Barriers and motives of archetypal models of patients.
— Psychotypes of patients and how to work with them in the face of the emergence of alternative offers for similar services on the terms of a VHI contract in other clinics.
— Group work on the formation of an empathic map of the barriers and motives of DMS patients. Development of predicative empathy through understanding of deep motives and development of standard solutions to achieve sustainable loyalty to the doctor's recommendations regarding additional paid services, formation of the value of the prescribed treatment and work with objections.
— Price and values. Why the VHI-patient does not agree to the clinic's proposals and how to motivate him to receive expensive and additional services of the TREATMENT CENTER.
— How to motivate patients to receive comprehensive services that go beyond the “free program”. Big contracts. 4 practical techniques for protecting the cost of services. Techniques for using persuasive argumentation through adjustment to the patient's psychotype.
— Algorithm of interaction with the patient during the consultation: preparation and psychological attitude, establishing contact, adjustment, identification of needs, presentation of additional services, work with objections, completion of the sale, support and additional sales. Manipulative words. Reception "Verbal pictures" - the use of emotional images, a colorful description. Reception "Chains". Reception "Detail". Method "Three yes". Method "Alternative offer". Reception "Because". Method "Positive Language".
- What does an expert specialist look like when he knows his own advantages, the advantages of the clinic, the features and effectiveness of services, understands the needs of the patient.
— The specifics of working with a demanding and distrustful DMS audience. 7 elements that form the impression of a doctor who aims to achieve results in treatment.
— Pair work on recognition and training of adjustment techniques. Working out typical patient objections regarding commercial services, pricing and additional offers of the clinic. Development of patient reading skills and adaptation of communication style, speed, use of criteria words-motivators, etc. in order to build the most effective consultations.
— Algorithm for working with objections: active listening, identifying the causes of disagreement, emotional connection, parrying objections, confirming the patient’s positive decision and signing a contract for a range of services.
— Types of questions used to ascertain needs and form proposals. Active listening. Mistakes in asking questions. Corporate communication style. Sensitivity and getting information.
- Types of objections: meaningless, with a hidden meaning, based on their own negative experience, based on rumors and stereotypes, rational and emotional.
— Features of communications and perception of information. Managing the patient's attention and initiative in conversation. Managing the duration of the consultation.
– Pair work on clinical cases with the development of typical objections of VHI patients and complex issues that arose during the work of doctors.
— Balance of interests of the clinic and the patient. Choosing a position for communication. Dealing with aggression and manipulation. Successful resolution of disputes and conflicts, while maintaining loyalty and trust.
- Types of conflict personalities: demonstrative, rigid, uncontrollable, pedantic, conflict-free. Ways to resolve 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 a positive and effective work.
Methods of psychological protection of the doctor of the TREATMENT CENTER from stress, burnout and fear of a repetition of a negative situation. Ways to neutralize negative emotions. Empathy model - reducing emotional stress.

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