20/20 Money Episode #58 – Increasing Profitability Through Staffing Flexibility with Dr. Gina Wesley, OD

Hello, and welcome to this episode of 20/20 Money! My guest on today’s show is Dr. Gina Wesley.

Dr. Wesley owns and practices at Complete Eye Care in Medina, MN and she’s been recognized as Minnesota’s Young Optometrist of the Year in 2011 and has also earned the Early Professional Achievement Award from The Ohio State University College of Optometry in 2013. She joins the show today to talk about something that almost every practice owner I’ve talked to struggles with at some point in their career: staff management. In this conversation, Gina and I talk specifically about a change she made in her practice which allowed her staff to be flexible in the number of hours they worked per week. We talk about the genesis of this change in her practice and some of the metrics that she’s used to analyze the effect of this strategy not only on the numbers of her practice but also the “intangibles” such as team morale and commitment to excellence in the practice. We use this idea as a jumping off point to talk about how important it is for ODs to manage their own time effectively and why it’s important to think about task management and delegation in your practice as something that can give you an incredible return on time which can translate to a great return on your investment in your team. She also shares a great success story on how she’s actually outsourced a good part of her practice management and COO-type responsibilities not to an in-office team member but to a 3^rd party, unaffiliated business whose sole business model is to show up and actually work to get themselves fired from their clients…which is quite a novel idea but one that makes complete sense when you hear how Gina describes their services.

Just a heads up to you the listener: I recorded this episode with Gina while traveling and unfortunately did not have all of my recording equipment with me. I apologize if the audio isn’t as crisp as in past episodes, but don’t let that detract you from listening to what I felt was a great conversation with Gina.

As a reminder, you can get all the information discussed in today’s conversation by visiting our website at www.integratedpwm.com and clicking on the Learning Center. While there, you can also set up a 15min pre-discovery conversation to learn a little bit more about what it means to work with our firm or check out any number of additional free resources like our eBooks and on-demand webinars.

And with that introduction, I hope you enjoy my conversation with Dr. Gina Wesley.

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