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SSC Newspaper : March 2014
Strathfield Scene 17 www.ourstrathfield.com.au INNER WEST BUSINESS AWARDS By Teresa Ooi Eight years ago, husband-and-wife radiologists Dr Tej Dugal and Dr Pradnya Dugal decided to set up their own private medical imaging business with one goal in mind – high quality patient service. The Dugals garnered the help of three other like-minded and experienced radiologists, Drs John Ly, Craig Harris and Melvin Chew, to invest in the business, and the five partners started their first imaging centre, Norwest Medical Imaging, at Bella Vista in the Hills district. Today, the group has expanded to four more centres – in Strathfield, Auburn, Campsie and Rouse Hill – and will open its sixth in Burwood in May. A crucial part of their success is their ability to offer patients an experience that takes away the uncertainty of undergoing a CT scan or MRI, with multilingual staff who are able to converse in Korean, Chinese, Arabic, Indian, Greek or Hindi. And they agree that winning the Inner West Business Awards was a major benefit. “Having a scan or MRI can be quite a nerve-racking experience and we want to make patients feel at ease when they attend our imaging centre,” Dr Pradnya Dugal says. “Operating in the Inner West, especially in areas like Strathfield, which has large Korean, Chinese and Indian populations, it is very important that patients are made to feel comfortable when they are able to speak to multilingual staff. “It’s simple things like getting their consent forms signed or giving them instructions about the procedure – it makes a great deal of difference when instructions are given in their spoken language. In Auburn, which has a high proportion of Arabic and Muslim population, our staff are able to converse to patients in Arabic, Hindi, Greek or Chinese.” She adds: “ We take great pride in offering a superior service that caters to the needs of the patient and the referring doctors.” The business also maintains an efficient reporting system. “If the results of a scan are needed urgently, we are able to turn around the report within a few hours and definitely within the day – despite a long waiting list,’’ Dr Dugal says. It is no surprise that Pradnya Dugal was named Business Person of the Year in 2013; Strathfield Medical Imaging was awarded the Best Professional Service; and Campsie Medical Imaging took the Outstanding Health Improvement Services award as well as the top prize, the Business of the Year, in the Inner West Local Business Awards for 2013. “I certainly felt so proud,” Dr Dugal says. “It’s a privilege to get recognition because this increases the pattern of referrals from doctors. Also patients by word of mouth recommend other patients to us because of our awards. “ Winning the business awards has also increased staff morale as there’s nothing like getting a pat on their back for their hard work. It is indeed very encouraging for staff members. “Getting the awards has helped to improve our business. ” And displaying the award plaques on the walls of the centres helps to remind staff of the good work they have done. Dr Dugal says that building a business from scratch is like having a baby and raising children. “I have three young children and starting the medical imaging business was like having How winning helped our business FOR ENTRY DETAILS REGISTER YOUR BUSINESS AT WWW.PRECEDENT.NET AND GO TO INNER WEST BUSINESS AWARDS Dr Pradnya Dugal, Business Person of the Year for 2013 in the Inner West Business Awards. WHAT’S YOUR STORY? By Jackie Williamson Building an image or brand for a small business involves creating a story that helps others remember your business. The audience for this story are your customers and your prospective customers. Your business story is something special. It is not simply just an individual customer success story or a testimonial. The latter describes what your product has done for an individual customer. Neither is it a sales campaign. Rather, your business story is an invitation to others to join in the experience. Our brains use stories to explain the world. When we hear a story, we get information already in context so we understand it at a deeper level. A story tells us how, why and where a business is relevant to our own lives, goals, and identity. Communicate the value you have to offer. To stand out in today’s market, define your value in human terms, not in business terms. Tell the story of your business. Your real value is about what you believe in, what you’re trying to do in the world, and how you make others’ lives better. HERE’S HOW YOU CAN DEVELOP YOURS: 1. Decide on the type of story you want to tell. 2. Define your real value: what you believe in; what you’re trying to do in the world; how you in your business improve others’ lives. 3. Profile the type of voice to deliver your story. For example: friendly; knowledgeable; chatty; hip; calm. 4. Decide on the communication platforms for your business to engage with customers and prospects. Does it include social media? Then align your voice to your selected platforms. How your story is told on Facebook may be different to LinkedIn or YouTube. Jackie Williamson has partnered with Strathfield Council to deliver Business Basics, a full-day workshop that helps local entrepreneurs to think about the essentials of their business in the early phases and what is required for success – and assists them to develop a strategic roadmap to get there. For more information about the next Business Basics, call Strathfield Council on 9748 9999. BPW STRATHFIELD Dinner meeting 6:30-8:30pm $50 per head - includes drink and two-course meal Club Burwood - 97 Burwood Road, Burwood Find us at: www.bpw.com.au LinkedIn: BPW Australia BPW Strathfield and follow us on @BPWAustralia Business and Professional Women - BPW March guest speaker: STEPHANIE DALE From Graphic Designer to corporate CEO & beyond! A successful businesswoman, author, owner of Business of the Year and winner of Entrepreneur of the Year, twice running! ALL WELCOME Book by 9 Mar @ http://bpwstrathmar12.eventbrite.com.au BPW Strathfield www.bpw.com.au TOPIC: How to climb the corporate ladder. Come along & listen to our FABULOUS speaker bring humour, knowledge & insight into our March meeting DATE: Wednesday 12th March We’re part of a global network and make real differences in women’s lives by creating awareness, leading debate and driving change. my fourth child. We built it up from an idea and a vision. I remember we had only 10 staff members when we opened our first centre eight years ago and today we have 150.” Dr Dugal says last year’s awards dinner was very inspiring. “Having your own business demands a perseverance and tenacity to keep marching on. It has been a worthwhile experience to enter the competition and to win the awards.”