Strengths as the hallmark of positioning
Tobias Plaza, CEO of PLAZA Kliniken, on the importance of positioning and his role as CEO.
Two years ago, Tobias Plaza, CEO of PLAZA Kliniken, decided to reposition the «Skin, Vein and Allergy Center» together with his management team. ESSENCE RELATIONS supported and advised him in this process. We also accompanied Tobias Plaza and his team in the development of the leadership principles so that the positioning could unfold its effect externally. Because he is convinced: «My leadership team and I as CEO have to lead by example.»
You initiated a positioning process two years ago. What was the impetus?
I wanted to anchor the three factors of quality, good service and competence, which have long characterized our work, as values in our organization. This motivated me to initiate a positioning process.
Essence Relations supported and advised me through this process and helped me to establish our strengths as our trademark. Together we developed a new mission statement, logo and also our new name «PLAZA Kliniken».
Our name is intended to be a statement of our image, conveying quality, good service and competence.
«Positioning unfolds from the inside out.»
If you compare then and now – what has changed?
When I compare today with 2007, a great deal has changed. In the past, the Skin, Vein and Allergy Center was a small single doctor’s office in Uster. Today, in 2023, we employ about 45 people, several apprentices, residents and specialists, and we run, among other things, a cosmetic department and a podiatry clinic. I can say it’s pretty much all changed. That certainly has something to do with the fact that I’m a visionary and love to keep developing myself and my company. I’m very positive about the future.
One big difference between then and now is certainly that I realized that the bigger a company gets, the more important are things like a well-organized quality management system or competent managers who share my visions and help shape the day-to-day work.
What role do you see yourself playing as CEO in positioning your company?
My role is one of great importance in this situation. I learned that as the boss, I have to lead by example and exemplify the values we set together. By being present, exchanging ideas at eye level and communicating well, I can exemplify and convey the positioning.
The team senses our passion and is also a little «infected» by it.
What effect did the positioning have on the internal structures, the internal perception?
The positioning process, in which Essence Relations assisted us, made our clinic management team aware of relevant issues such as employee satisfaction and the onboarding process for new employees. We worked together to revise internal processes, structures and procedures, and in some cases to develop new ones. Strong cooperation and mutual respect for different perspectives is the basis for our innovative strength. At first, this caused a lot of consternation and fear, especially among the employees. But thanks to my great leadership team, we achieved a good development and were able to take the fears and uncertainties seriously and minimize them.
You have also developed leadership principles together with your team. How do you implement them in everyday life?
In our weekly meeting with the clinic management team, we put these leadership principles into practice and we exchange ideas on a regular basis. Although we are a relatively large and diverse leadership team, our decisions are communicated competently and directly to the entire team.
Do you feel an impact on employee satisfaction and engagement?
Yes, we get a lot of good feedback from both new and existing employees. The team senses our passion and is also a little «infected» by it. With our new model, we are trying to motivate them to also get involved and participate in the further development of the clinic. It’s important to us that everyone knows they can contribute and that we listen to everyone.
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