Four Strategies for Effectively Navigating 2021

As 2021 continues to unfold, dermatology practices are learning to function in the “new normal.” Evolving safety measures, emerging technologies, demand for greater convenience, and other dynamics are pushing practices to rethink how they operate. Since change is the current primary constant, it can be hard to know where to focus attention. Here are four strategies practices can use to realize success over the next year.

Take an Agile Approach to the Pandemic
As with 2020, this year is full of unknowns. With COVID-19 case numbers appearing to level out, and the vaccine effort picking up speed, people are beginning to feel more comfortable about going to see their doctor. However, we are not out of the woods yet, and the possible effects of several COVID variants could see case numbers spiking in certain areas. Consequently, dermatology practices should plan for increased patient volumes while still following recommended safety precautions, including spreading out appointments to maintain safe distances and limiting patients in the waiting room. 

Not only could patient volume increase, but patient acuity could also intensify since many people have put off wellness checkups that could have uncovered potentially serious issues early on. These patients may need to be seen quickly and/or require longer visits to fully address conditions that have been put off during the pandemic. 

A user-friendly scheduling system can help a practice balance these different factors, allowing staff to easily create, adjust, and optimize the schedule to space out appointments, accommodate various visit lengths, and see as many patients as possible.

Don’t Ditch the Telemedicine Program
Some telehealth programs had a rocky start at the beginning of the pandemic, as providers turned to common virtual communication platforms to host appointments. Security
issues, clunky interfaces, and a lack of integration with electronic health records (EHRs) led to inefficiencies and frustrations. However, despite the challenges, physicians did see some benefits to telehealth in terms of better patient-provider conversations and stronger patient connections.¹ 

Even though more people are coming into the office now, dermatology practices should not mothball their telehealth programs. By continuing to use the technology, practices can maintain the new revenue stream and enable virtual care for times when a patient is unable to come in person—due to illness, risk, location, and so on. Although telehealth to date has often been used for acute care, dermatologists may opt to use it for certain wellness checks  too, making them more convenient and prompting patients to stay current with proactive care. Also, if cases do spike in certain areas, a robust telehealth program will allow the provider to seamlessly move back and forth between on-site and virtual care, meeting patient needs while incurring fewer financial disruptions. 

To take advantage of telemedicine’s benefits, providers need technology that is specifically designed for health care and embedded in the EHR. This ensures HIPAA-compliant interactions that are fully private and secure. Because these solutions can offer one-click functionality, patients can use the technology more easily than traditional platforms. Plus, clinicians can access and document telehealth within clinical care workflow, which lets them focus more on the patient and less on toggling between software systems. Data collected during the appointment can be shared efficiently throughout a practice, including between providers and across departments, thus simplifying consultations, billing, and other critical functions.

Have a Plan for Staffing Fluctuations
The past year has been hard on health care workers, and practices may find that stress, burnout, and the need to take a vacation are causing more staffing variabilities than normal. Practice leaders should have honest conversations with staff about how to maintain work-life balance and ensure they feel supported. They also should have systems in place that allow staff greater flexibility. For example, providers should have built-in breaks in their day, exclusive of lunch. That additional 15 to 20 minutes added to the morning and afternoon schedule allows the provider the necessary break-away from the day to ensure a clear disconnect—even for a brief moment. The outcome is an increased level of productivity and improved engagement, resulting in reduced personal burnout and potential clinical errors. Also, when practices use cloud-based technology and telehealth solutions, they afford physicians,  nurses, and business staff the ability to work from different locations depending on their needs.  

Stay in Contact With Referral Sources
With society opening back up, it is a good time to connect with community physician partners about potential referrals. Strengthening these connections can ensure a consistent pipeline of patients going forward. By communicating about the practice’s continued safety precautions, telehealth capabilities, care offerings, and convenient scheduling, providers can ensure colleagues feel comfortable about recommending the practice. Marketing software that integrates with the EHR can identify top referral sources and enable targeted communications. 

Connecting with patient referral sources is also important because positive word of mouth is essential these days as people look for comprehensive services being offered in a safe environment. By running reports from the practice management system, providers can identify top patient referral sources and encourage them to invite friends and family to the practice. 

Remain Amenable to What’s Next
Although no one knows for sure what the coming months will bring, dermatology practices that are flexible in response to change, while pursuing strategies that enable convenience, efficiency, and flexibility, are more likely to effectively navigate the year and lay the foundation for future growth.

Ms Ntoh is a professional services manager with Nextech, a comprehensive specialty-specific EHR & Practice Management provider.

Disclosure: Ms Ntoh is a full-time employee of Nextech.

Reference
1. Kimball AB. Proven strategies to counter COVID-induced physician burnout. Physician’s Weekly. Published January 7, 2021. Accessed May 11, 2021. https://www.physiciansweekly.com/proven-strategies-to-counter-covid-induced-physician-burnout/