Implementing Change in Your Practice
Deciding who you want by your side as you build your practice is no easy task. You have to consider the current state of your business, your long-term goals, and how you and your staff are affected. When you decide that you need a change, like Joseph Ferrito, Au.D., founder and director of The Hearing Center did, you might just see the improvements in your practice that you’ve been looking for. We had the chance to speak with Dr. Ferrito about the changes he’s made in working with CQ Partners that have led to overall improvements in his practice.
“Create a belief system and a reward to meet the goals. It may sound like an expense, but it is an investment in your people, your practice and you as the owner.”
Joseph Ferrito, Au.D., Founder and Director
Q&A with Joseph Ferrito, Au.D., founder and director of The Hearing Center
Practice: The Hearing Center
Locations: San Jose and Morgan Hill, CA
Number of locations: 2
thehearingcenter-ca.com
1What small changes have you made at your practice that have made a big difference?
Change is hard as I’ve owned the clinic for over 40 years. The immediate change we made was a consistent marketing plan that was coordinated with training of my team to ensure that every call was captured. Once we got comfortable, I then worked with Barry to create a front office bonus pool that aligned the business plan and our hearing providers. I saw immediate results but more importantly, consistent results. Now we need to work on our sales conversion. At the end of the day, we created belief and that is what is driving results.
2What is the most valuable thing you have learned about leading a business?
I’m a forever pessimist and don’t like confrontation. While another group helped me along the way, the new culture and workforce is different, and I did not change. Barry has helped the communication process to ensure all of us are working on the same things and that takes work. I don’t like change; I know I need a partner to help me with the things that I need to do but don’t like to.
3What would you say to other practice leaders who are afraid to make a change at their practice?
If not now, then when? I took a cautious leap by not jumping in with two feet. CQ committed to showing up and helping me more than eight months ago and they have earned my business. Take a small leap and it will lead to bigger things.
4If someone asked you one thing they should implement at their practice today, what would you tell them?
Create a belief system and a reward to meet the goals. It may sound like an expense, but it is an investment in your people, your practice and you as the owner. A lot of groups talk about what you should do but CQ and Barry have actually executed on it knowing that I am seeing patients all day and don’t always have the time to commit 100%.
5How do you keep your staff motivated?
Find out what is important to your team. We created a bonus program knowing how expensive it is to live in California. We put a sales contest in place for six months to attend the CQ Convention. We do little things for the team as a reward based on what their likes are. Tickets to a movie, dinner…
6How do you feel now vs one year ago?
Much better knowing that the expertise and knowledge is helping me, and that the aura of the office is just different. It’s so much more positive and my team has taken their responsibilities to new levels. I can go away on vacation knowing that the office is in good hands, and I worry less, although I will always worry. I appreciate that Barry was a competitor of mine but built a successful practice so I can leverage that knowledge in achieving my goals. That is comforting.
7We also had the chance to ask The Hearing Center’s staff “Why do you work here?” Here’s how they responded:
- I love the group and being recognized for the work I do.
- I don’t just answer phones and book appointments, but I’m responsible for helping change the lives of our patients.
- Joe allows us to be us and have the freedom within a framework to achieve our results. He trusts us.
