Copyright 2007, High Impact Training & Coaching Systems

Profiles in excellence

A personal prescription for success

This month we introduce you to a physician who treats her patients as the president of the United States -- and as personal friends. Two tall orders, right? Not for retired Rear Adm. Dr. Connie Mariano, former White House physician and founder of The Center for Executive Medicine in Scottsdale, Arizona.

Dr. Mariano has established a sought-after concierge medical practice by offering premium-level care, 24/7 personal access, and a huge dose of credentials, according to Charlotte Landram, a highly successful leader of sales organizations, professional coach, and founder of High Impact Training & Coaching Systems in Phoenix. Dr. Mariano also offers something even more valuable to every patient, Landram says: a very authentic relationship that begins the moment she meets you.

What can success-oriented sales people learn from Dr. Mariano’s approach to her patients and their care?

“Dr. Mariano is a treasure of talent, but her highest talent and what makes her so unique may be the way she interacts with people,” Landram says. “She can immediately put people at ease to calm a stressful or unsettling situation. She can immediately engage you in conversation. She can immediately display a true regard for you and your well-being.”

And, by the way, she really knows medicine, too.

“I consider it an honor and a privilege to work with my patients,” says Dr. Connie Mariano, discreetly introducing the 300-some member patients in her practice. All receive top-level care for all their health care needs – from acute injuries to complex conditions to routine exams and lab tests. Some patients live or work nearby, and some are half a world away. Most travel extensively, and all have direct access to Dr. Mariano regardless of the time zone.

“She has built a unique and special practice that’s very reflective of her personality,” Landram explains. “The things that are so important to her – rapport, empathy, caring, and personal connection – are the things she brings to every patient and visit.”

“It all comes from what my patients asked for,” Dr. Mariano says humbly. “When I was first setting up my practice I asked a colleague who had research experience: ‘What do patients want?’ The answers came back loud and clear --quality care and a real relationship with their doctor.”

Dr. Mariano has ample experience in providing both – in some of the most demanding settings in the world…and with the most high profile of patients. She served as “first doctor” to both President George H.W. Bush and President Clinton – and along the way earned distinctions and honors as the first female White House physician, the first Filipino American to serve as a rear admiral in the Navy, and was the highest-ranking Asian American woman in the U.S. Armed Forces.

While at the White House, Dr. Mariano was responsible for providing care to the president in a variety of settings – at home and abroad – and at all hours of the day and night.

“I learned how to handle people – and customer care,” Dr. Mariano says with a smile.

Premium service, personal care
While Dr. Mariano’s medical practice in particular and “concierge care” in general may not be accessible today to many Americans making health care choices, the principles of ‘premium’ and ‘personal’ can certainly be applied to sales organizations and businesses everywhere.

“When I had the opportunity to first meet Dr. Mariano I knew there was something very different, very special about her,” Landram says. “Her smile was genuine. Her personality was immediately engaging. She didn’t open up our conversation with the ubiquitous question: ‘How are you?’

“Instead she said, ‘Tell me about your life.’ She invited me to talk and share before she even thought of offering advice or a diagnosis – and well before she asked me to change into an exam gown! She related to me on a very personal level and established a relationship.

“The lesson everyone – and particularly sales people – can learn from Dr. Mariano’s patient manner is the importance of making a personal connection first,” Landram says. “Too many people overlook this or jump into a sales mode before they’ve taken the time and effort to connect with their clients.”

Landram offers more advice to anyone who’d like to bring a bit of Dr. Mariano’s practice into their business.

“The ability to connect well with people requires genuineness and sincerity,” Landram says. “You don’t find too many successful people who fake these traits for long. You also have to be comfortable – and be able to quickly put others at ease. People who have difficulty managing stress and insecurity project anxiety and doubts on everyone they interact with.

“Superior listening skills are also required for positive empathy,” Landram adds. “This includes the skill of asking good questions, and patience in waiting for your client’s answers.

“And, developing and nurturing authentic relationships – regardless of the business – really comes down to care,” Landram adds. “How can you most effectively show others you truly care about them, their needs and well-being, and their success?”

Building a “one star” practice
Dr. Mariano’s career has taken her around the world – aboard Navy ships and Air Force One, no less. Today, her practice is nested in a comfortable, almost home-like setting in Scottsdale.

When she retired from her military career and White House duties in 2001, Dr. Mariano joined the Mayo Clinic Scottsdale’s Executive Health Program.

“I was there for four years, and I met some amazing people,” Dr. Mariano says. “I provided all aspects of care in a 24/7 environment,” she adds, “and what I discovered was patients wanted to see me for more than just their annual physical or once-in-awhile treatment.

“Fortunately, I was able to leave Mayo on very good terms…and start to build the Center for Executive Medicine,” she adds. Mariano’s practice now involves providing presidential-level care to member patients. “I tell everyone we treat patients as if they were the president of the United States.” Dr. Mariano has branded her care with a reference to her military stripes: STAR – an acronym for service, trust, access and relationship.

“I try to provide an environment where anxiety is reduced…an environment that is safe…an environment where patients feel completely at ease talking with me about their health and wellness, any concerns they have, and goals they have,” Dr. Mariano explains.

Her practice has grown completely by word of mouth.

“I don’t do any advertising. I have patients telling other people about their experience and our relationship,” Dr. Mariano says. “They tell the ‘wow’ stories: ‘a human answers the phone; there’s no after-hours recording; you don’t wait when you come in.’ My patients don’t have to fill out paperwork; we prepare everything in advance of their appointment. They’re greeted as they might be walking into someone’s home. We try to make everything comfortable – and easy.

“We strive to deliver the best that medical care can be,” Dr. Mariano adds.

The majority of Dr. Mariano’s patients are retired CEOs. Half are women. Her youngest patient is just 20, and her oldest is 93. To all, Dr. Mariano becomes their health care partner.

“Some of my patients say, ‘You’re like a therapist…’ – and I think it’s because of the questions I ask. I try to engage people in conversation. I try to determine the things that are most important to them. It’s the only way I know how to develop a very comprehensive, overall care plan for them,” Dr. Mariano says. She also doesn’t rush anyone through an appointment. Most visits take around two hours.

“Spending this amount of time with patients enables me to really develop a relationship with them,” she adds.

“I always ask patients: ‘What would make life better?’ I think it’s an interesting and revealing question,” Dr. Mariano explains. “Most of my patients enjoy a very comfortable life in terms of having money. They have the resources to live where they want. They’ve enjoyed business success. But, everyone can identify more they’d like to do, ways they’d like to contribute, things they’d like to improve in their lifestyles.

“I guess I get to do a little life coaching during these conversations,” she adds.

According to Mariano, she’s delivering medical care in the most fulfilling of ways…but not every day is stress-free for her.

“It takes discipline and the ability to be very organized,” she relates. “Establishing my own practice is a challenge. I’ve really had to learn a lot about business, and understand the skills I have as a physician aren’t necessarily the skills required to build a successful business. It involves finding people who are experts in other areas who you can trust,” she adds.

“And, you really have to be a salesperson.”
 
“I think the biggest reward is when a patient says ‘Thank you’,” Dr. Mariano adds. “I also feel so lucky being able to develop relationships with patients. I feel very close to my patients. I usually hug them when they leave.

 

 

 

 

 

 

 

 

 

Join our
mailing list