As technology advances, services have become more contactless, faceless, and automated. Telephone systems answer calls, emails and video conferences replace verbal and face-to-face communications. However, as the amount of human interaction decreases, the value of each interaction increases, both for external clients and internal employees. A medical director plays a crucial role in bridging communication gaps and facilitating workplace efficiency.
In current business practices, a customer service-based approach is emphasized. Clients often have multiple service providers to choose from, offering similar services in the same geographic area. While factors guiding this choice may include cost, scope of services, and location, customer service often plays a significant role. A skilled medical director utilizes their expertise to pair a client’s needs with medical knowledge, creating a customized approach for each client. This approach leads to streamlined processes, focused services, and cost-effectiveness, benefiting both parties.
However, challenges arise when clients need services outside their typical business realm, as seen during the COVID-19 pandemic. Medical directors played a crucial role in helping businesses navigate infection control measures, symptom screening of employees, return-to-work requirements, and other public health challenges. They provided education, training, and consultation to ensure compliance with federal, state, and local requirements, tailored to each client’s specific needs.
In addition to client relationships, medical directors oversee clinic functions in a team-based environment. They act as coaches, creating protocols, coordinating processes, recruiting talents, and serving as liaisons between management, clinical staff, and providers. This fosters an environment of respect, teamwork, and continuous improvement.
The role of a medical director requires not only medical expertise but also strong interpersonal skills and adaptability to growth and changes. Their ability to understand client requirements, anticipate clinic needs, address customer concerns, and foster professional growth in team members makes them invaluable assets to organizations. While difficult to quantify, the absence of a skilled medical director is certainly noticed, highlighting the significant impact they have beyond their job description.
