My daughter needs to have her tonsils removed. I was instructed to leave a message on the surgical scheduler’s voicemail and she would get back to me to set a date for the procedure. I did as I was told…two weeks ago. And then again three days later. And then again the following week. Today I called back and pressed the button for “all other matters” and spoke to a human, who told me that the scheduler returns calls in the order they are received, and that it is not unusual for two weeks to go by without a return call. Really?
I have 30 years’ experience in medical marketing communications. I can design ads that will make your phone ring. I can write press releases that will generate media coverage. I can create social media campaigns that will boost engagement with your patients. But you shouldn’t pay me or anyone else one penny to do marketing for your practice if you haven’t mastered the basics of customer service.
That’s right – I said, customer,
Because today’s patients are no longer willing to put up with shoddy service. They are sophisticated, savvy, and they expect you and your staff to treat them as if their time is as valuable as yours.
This is a radical notion in healthcare. And it is long overdue.
Before you hire a marketer for your medical practice, make sure that you have enough front office staff to accommodate patients who call or visit your office. Cut down on the automated telephone options and make it easy for patients to speak to a live person. Invest in technology to enable patients to schedule appointments online, at their own convenience. Train your front office staff to answer the phone in a friendly and respectful manner, to return calls promptly, and to treat patients as if they are paying customers who can easily take their business elsewhere – because they can.
Create a culture that respects patients’ time. Try to adhere to your appointment schedule other than in cases of extreme, unavoidable emergencies. Don’t make patients wait more than a week or two for a routine appointment.
Provide clear information about your office, your practice, and your policies. Make sure that printed material is easy to understand, well-written and professionally designed.
In any other industry, these tactics would satisfy the most basic customer service demands. Why should healthcare be any different? The best run, most successful practices realize that it isn’t.
