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We’re not nuts at all. Let me start at the beginning so you can understand the evolution of the Side-FX program, founded by Harrison and his counterpart, Scott Tokar.
When representing companies at various medical shows, Scott and I were continually approached by physicians and healthcare workers. They would invariably ask us to teach them a simple trick they could do for their patients. When we asked them why, the answer was usually something like this.
“Sometimes I have patients , especially children, who are resistant and exhibit anxiety making it difficult for me to proceed with an exam. So, if you could teach me something that doesn’t require a lot of time to learn, it would be something I could use to establish rapport. My practice is so busy that if I can have something that will enable me to complete the exam more quickly, I could move on to the next patient. Anyway, I’d be grateful.”
This occurred with great frequency, but we gave it little thought. We would always spend a few minutes with the doctor and he/she would be on their way. Then came the PhRMA Marketing Code and AdvaMed.
Pharmaceutical companies could no longer give away Calaway Golf Drivers, or other expensive gifts to doctors, or healthcare professionals. With a ceiling on gift value and a requirement that the gift be “Clinically Relevant,” many companies became faced with a dilemma. They wanted their name or brand in front of the doctor, but their traditional methods were being compromised.
One night over dinner, while talking about why so many healthcare people ask us to teach them something (more so than other professions) that they felt would help them in their practice, it hit us.
Side-FX Was Born!
Scott and Harrison spent two years to complete the Side-FX project. It is a one-of-a-kind, integrated promotion that delivers clinically relevant, rapport building techniques for use by medical professionals in their practice.
Many of the physicians involved in the creation of Side-Fx have told us that once they learned to invest a small amount of time in patient interaction up front, they realized immeasurable results in both productivity and patient satisfaction later on. By minimizing the unproductive time traditionally needed to calm a screaming, crying, or frightened child, these physicians were able to attend to their next patient sooner and in a more relaxed mood. In short, not only do they have happier patients, but their offices also become more efficient, and they tell us that they are able to end the day more joyfully and with less stress.
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Scott Tokar
”The Purpose of Side-FX is to provide healthcare professionals with tools and techniques specifically designed to divert a child’s mind from the many fears associated with a a visit to the doctor. By creating a surprise- filled, magical atmosphere, patients habitual nervousness and concern are overcome by wonder and amazement”
Harrison Carroll
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