Riding Shotgun

If I had to name the one thing I love most about my job, I would definitely say riding shotgun with physician liaisons. Every week I witness incredible perseverance. Riding shotgun always provides a front row seat in gaining a better perspective of the road blocks, rough terrain, and economic realities that liaisons, physician’s office staff, and physicians experience every single day.
For those competitive spirits, or the not so touchy-feely folks, I saved this last part about why I love it for you. On any given day in the field; riding shotgun provides an opportunity to uncover a tremendous amount of competitive intelligence. So why would anyone miss this opportunity?
That’s exactly where I had my epiphany…

Leaders who don’t ride shotgun with their team are at a huge competitive disadvantage!

A physician told me that the reason he is loyal to a certain surgeon (whom we were trying to convert business from) was because that surgeon proactively took the time “years ago” to stop by his office and meet with him. Did you catch the “loyal” and “years ago” part? Yes, this busy primary care physician remains loyal to a specialist because that specialist took the time (years ago) to personally go to his office and introduce himself.
I assume the specialist is doing a great job serving him and his patients, year after year after year, but so would the specialist we were promoting, but there wasn’t a chance of changing his mind or his referral patterns. Why? Loyalty trumps!
A radiologist rode shotgun with one of my reps. The same week, radiology referrals increased from the three (of five) physicians that he met in the office that day. Yes, that very week referrals increased, but only from the three he met!
Physician liaisons earn an extraordinary kind of trusting relationship with physicians and their staff. Leaders can and should tap into it as often as possible. Meeting face-to-face with physicians on their turf fosters trust and loyalty; but with a warning! If physicians seldom or never see a leader in their office, the first meeting could be met with sarcasm and skepticism. Hang on remember their turf, their rules. Leaders will be amazed at the positive results of their time well spent in the field.
Grab your calendar!
If you’re a leader, schedule time to get out of your office and into the field. If you’re a Liaison, forward this onto your leadership team. If they’re looking for a competitive advantage, you’ll see their name on your calendar very soon. Let me know about your results!

Life is not measured by the number of breaths you take, but by every moment that takes your breath away.