There is much taught in chiropractic school with the exception of two - acquiring and retaining patients. Our competitive world requires a strong focus to the practice's greatest asset - the patient. Simply put all activity of the practice revolves around providing patient value. The main reason is the patient-to-patient influences are stronger than ever; most of this stemming from technology. Doctors and there offices are one tweet or blog post away from doom.
However, the purpose here is not to scare you but rather provide three simple tactics that you can use to retain and even acquire new patients. The key here is exemplary service and support. It all begins from the moment the patient calls or enters the practice. What then are the best methods for retaining patients without technology? Simply, people, procedures and property.
People. There is nothing more prevalent to business then internal employees: they are the frontline to the organization. Peter Drucker once stated that, "organizations exist for one reason- the [patient]". Failure to exemplify a customer culture only diminishes a firm's ability to communicate and collaborate effectively with patients.
I recall a time while visiting my chiropractor. Once inside I walked to the front desk only to be greeted by the Apathetic Annie, the receptionist frowned incessantly. It only took me two other appointments to find another chiropractor. I am not suggesting everyone be constantly upbeat but the first impressions are imperative. Ensure success with a warm empathetic greeting. Employees are those that interface with patients and exude the passion for the practices' services. Hiring individuals that exemplify apathy only harm the practice. The manner in which patients are serviced helps to offer competitive differentiation.
Second, ensure all staff conversations are kept in private nothing is more frustrating to patients then to hear of the belligerent one preceding them.
Third, ensure the phones are answered promptly and with rapt professionalism. All calls should follow an exemplary script.
When patients are serviced appropriately they inform others of their positive experience. Such feedback assists with decreasing marketing and advertising costs while also retaining current patients.
Procedures. The healthcare industry is rift with ridiculous yet mandatory procedures related to HIPPA. However there are simple methods for moving patients efficiently through the office without frustration. For first time patients always request an arrival time of 15 to 20 minutes prior to the appointment to help remove the barriers of entry. It is also best to place a reminder call or perhaps sending a checklist of mandatory information for the appointment this ensures swiftness.
Second, explain as you go. Patients are enamored with communication the more you tell them, the more comfortable they become with information. Remember they are investing in not only your recuperation assistance but entrusting you with their health.
Third, ensure the practice provides the same procedural structure. Your CA, PT and others on staff should follow similar protocol so as not to confuse and frustrate. Patients desire an easy flow and the practice should be as synchronized as a Swiss watch.
Property. Individuals always judge books by their covers and patients are no different. On a recent appointment with a supplier, I could not find a spot to park my car. All employees were in visitor spots. On another visit, I entered the main lobby of a potential client to what seemed like a hurricane. These images leave a certain perception of company operations. Simply put pictures say a thousand worlds. The reception area must be tidy, organized and exemplary of the service you provide.
Some of the best methods to illustrate your admiration for patients include easy egress to parking, well-lit buildings (if located in commercial buildings), smiling staff and signage drawing attention to the practice's location. Staff should have a uniform and a visible nametag. Brochures, magazines and other documentation must be placed in organized receptacles. Organizations that build a culture of patient awareness and enthusiasm are those that thrive.
Today, competition is too strong and patients are too influenced by others. The vital components that offer differentiation and maintain patient relationships not only thrive but acquire more patients, retain existing ones and increase profit margins.
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