Take time to develop an office culture that engages and inspires your team

Whether you lead a Fortune 500 company or lead a single-location practice, it is essential to have a mission statement, and work to maintain a positive culture.

THE MISSION STATEMENT

Let’s start with the mission statement. This short statement explains why an organization (your practice) exists, and it defines the organization’s most important goal. It could be something as simple as “Dr. Spectacle’s Eye Emporium’s mission is to provide outstanding eye care to the Orange County community.” Every member of the eye care team should know and commit to this statement. Display it for patients to see, as it this statement to which the office team holds itself accountable.

THE WORK CULTURE

Once a mission statement is written, it is time to establish the office culture. What exactly is a practice’s culture? It is the unique mix of traditions, beliefs, attitudes, values, and principles that establish your workplace’s emotional and relational environment. We all know what a positive workplace culture feels like (I hope), and we have probably experienced a negative one as well.

Why does culture matter? In his book Grow: How Ideals Power Growth and Profit at the World’s Greatest Companies, author Jim Stengel concludes that businesses that develop, communicate, and work to maintain a clear workplace culture, and the wellbeing of their employees, grow at rates nearly three times that of their competitors.

In his book, Mr. Stengel cites the main traits of a successful culture:

• An organization that focuses on a team approach to reaching goals. They celebrate the success of each team member, and champion innovation.
• Leadership that clearly defines and communicates the company culture. This starts during the onboarding/hiring process and creates an environment that makes employees want to work hard. By incentivizing and creating a safe and comfortable work environment, employees thrive.
• An organization that facilitates communication and transparency at all levels. Employees feel as though their ideas are heard and their voices matter.

THE RIGHT QUESTIONS

Take a moment to consider whether your practice is actively taking the steps toward a meaningful office culture. Some questions to consider:

Are there ample opportunities for your team to speak about their ideas, challenges, and frustrations? Does your eye care team feel valued? Are you incentivizing your team using a strategy that matters to them? Do you know what matters to them?

Don’t assume what matters most is money, as oftentimes, a non-monetary incentive may motivate your team. For example, your team may value a later start time to get children off to school. They may appreciate the flexibility to attend their child’s after-school activities. Perhaps, flexible work hours engage the team member by allowing them to care for an elderly parent. Understanding what motivates team members to want to work their hardest is critical to maintaining a solid team.

PROVIDE INSPIRATION

A recent Gallup poll showed that a majority of the U.S. workforce, 51% are not engaged at work. They tend to be indifferent; saying that they neither like nor dislike their job. They are often in need of a reason to be inspired. Are you providing the inspiration to keep employees engaged and inspired? It can all begin with a mission statement! OM

DR. EARLEY serves as a therapeutic optometrist at Northeast Ohio Eye Surgeons in Medina, Ohio, where he spent 23 years as vice president/secretary, and was the director of human resources. He is the clinic director of Bright EyeDeas Vision Clinic, a free clinic serving the uninsured, and a member of the AOA and the Ohio Optometric Association. Dr. Earley speaks nationally on specialty contact lenses, macular degeneration, dry eye disease, and practice management. He is a consultant for Alcon, and serves as a KOL for Notal Vision, MacuHealth, and Maculogix. Email him at tearley@neohioeye.com.