The Business of Doing Business In Medicine

As I interview medical professionals it occurs to me that there are some parts of the interview that have them at ease but other parts that seem to creep under their skin like those awful toe fungus creatures on television. Those parts of our discussion almost invariably are about the business side of their practice. It has been reported over and over again that doctors just want to help patients, golf on Wednesdays, and enjoy their family time.

Today many medical professionals have seen the business side erode the time they have to provide care. Margins are slipping away due to rising costs, Medicare payment problems, and a host of other distractions. With all of that on their plate it is almost impossible for anyone to get an appointment with them even if it meant the introduction of a new life saving device. In the last few years most of the tools that we used to get a physicians attention are gone. No more free trips, give-away, items, or flowers for their mothers. No more extravagant dinners, free script pads, or golf outings. So how do we get the buyers and sellers together without these enticements?

Is there an eHarmony for Doctors and salespeople. "I'm looking for a 6'1" obstetrician who has sensible shoes and a great bedside manner" I don't think that's going to work out so well. Maybe the salespeople need to hang around the quarantine ward to contract unusual ailments so they can get in to see the best doctors. Or there's always marry the Doctor so you can pitch them in your own living room. Doctors need information and tools to help them be better business people.

If you have some creative and effective ways to get face time with these hard working professionals, put them in the comment section and I'll get them posted.