Performance Evaluation in Practice: How to Implement It Without Generating Resistance from the Clinic Team
- Admin
- Jul 4
- 3 min read
Discover how to transform performance evaluation into a tool for growth and motivation for your medical and administrative team, without conflicts and with a focus on results.
Introduction
Implementing a performance evaluation system in medical and dental clinics may seem challenging. Many managers avoid this topic for fear of creating friction, demotivating the team, or reinforcing a culture of excessive pressure. However, when well-structured, performance evaluations not only increase productivity and service quality but also strengthen the clinic’s culture, promote professional development, and help retain key talents.
Why Evaluate?
Without performance evaluation, management is often based on assumptions. This makes it difficult to recognize high-performing employees, correct deviations, and develop individual growth plans. In clinics where there is direct patient interaction, the team’s performance directly impacts the patient experience and the clinic’s financial outcomes.
According to a Deloitte survey (2023), companies that implement continuous performance evaluation systems are 37% more likely to achieve productivity gains and 24% more likely to retain their talents.
How to Implement Without Generating Resistance
The key to successful performance evaluation lies in three pillars: clarity, fairness, and development.
Define objective criteria aligned with the clinic’s routine:
The evaluation criteria must be clear, measurable, and applicable to each role. For example:
For receptionists: punctuality, friendliness, rescheduling rates, and calendar management.
For sales consultants: conversion rates, active follow-ups, and patient feedback.
For the clinical team: adherence to schedules, accurate record-keeping, and compliance with technical protocols.
Use a simple and transparent scale:
Consider using a scale from 1 to 5 or performance levels (excellent, good, average, poor)
with clearly described expected behaviors. This minimizes subjective interpretation.
Conduct individual feedback meetings:
At the end of each evaluation cycle (quarterly or semi-annually), hold one-on-one feedback sessions focusing on three key areas: strengths, improvement points, and action plans. Feedback should be structured, respectful, and provide space for the employee’s input.
Practical example:
A dermatology clinic in São Paulo implemented a semi-annual evaluation system that included absenteeism rates and accuracy of medical records. After six months, the clinic reduced absenteeism by 18% and improved the accuracy of clinical records by 22%.
Engage the Team from the Beginning
One of the biggest mistakes is implementing the evaluation system unilaterally. Ideally, the proposal should be presented to the team from the start, with opportunities for feedback and adaptation to each role. This shows that the goal is collective development, not punishment.
Additionally, linking the evaluation process to realistic goals, performance bonuses, or internal career growth plans can significantly increase team engagement.
Useful Performance Indicators for Clinics
Patient attendance rate
Average waiting time at reception
Patient satisfaction level (NPS)
Volume of administrative rework
Achievement of commercial targets (for sales teams)
These indicators not only support the evaluation process but also enable data-driven management.
Tools You Can Use
Platforms like Google Forms, Smart Spreadsheets, Qulture.Rocks, or Feedz can be easily adapted for small and medium-sized clinics. What truly matters is that the process is simple, accessible, and generates clear reports with actionable insights.
Conclusion
Performance evaluation should not be viewed as a threat but as a mutual growth mechanism between the clinic and its team. When implemented with transparency, active listening, and a focus on professional development, it becomes a competitive advantage for talent retention and continuous improvement in patient care quality.
For more information about our work and how we can help your clinic or practice, feel free to contact us!
Senior Consulting in Management and Marketing
