It may be tempting for occupational health providers to focus on only their bread-and-butter business-injury treatment, physicals and drug screens. But the organizations finding success instead are taking a look beyond this business and developing a customer-centered service approach. Programs that have successfully weathered the difficult economy and flourished have several initiatives in common:

1. A strategic focus. Companies are revisiting their overall strategy and business plan and have honed in on the business that's critical to retain, that can be taken from competitors, and that provides room for growth.

2. A dedicated sales effort. It takes the right kind of sales staff, one that's properly trained to represent an organization's offerings, combined with a results-based sales plan tied to performance measures that can make sure sales delivers the desired results.

3. An ability to build value for employers. Strong programs assess the employer's needs and convert them into benefit-oriented and added-value solutions that differentiate the occupational health offerings from competitors.

4. Operational efficiencies. While many programs may think they can't get more blood out of a stone, a tough economy actually is a good time to do an internal operational assessment. Revisit all aspects of operations: staffing, equipment, scheduling, pricing, billing and accounts receivable. Review policies and management centralization options to streamline and enable cost-effectiveness.

Companies capitalizing on new opportunities also share these characteristics:

* The willingness and ability to flex and adapt to market changes and, if possible, be proactive and ahead of the curve.

* A good ear for listening to customers. Organizations need to take the time to listen and learn what's important to the customer, what they value and what they want their provider relationship to look like.

* A commitment to refocus sales. There are "lost opportunities" to be claimed out there. Pay attention to both your current customer base as well as the kind of new business you want and need. Make sure your sales staff has a plan, support/tools, training and the right sales message to be successful.

* Building "new product." Challenge your program to develop value added services that not only differentiate your program but also capture long-term client loyalty and growth of business.It can be difficult to assess your own program. Give yourself permission to seek others' expertise and points of view. Craft an internal multi-disciplinary team to share ideas. And, if you need further objectivity or assistance, seek out a credible resource that can partner with you, challenge the norm and deliver profitable and manageable solutions.

It can be difficult to assess your own program. Give yourself permission to seek others' expertise and points of view. Craft an internal multi-disciplinary team to share ideas. And, if you need further objectivity or assistance, seek out a credible resource that can partner with you, challenge the norm and deliver profitable and manageable solutions.

Carolyn Merriman is president of Corporate Health Group, a national healthcare consulting firm and is based in Rhode Island. For additional information, please call 1-888-334-2500 or contact us via the Web.

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