Last week, we started a discussion on the drivers of great patient experiences and loyalty from the book Beyond Bedside Manner. Insights on Perfecting the Patient Experience by Shareef Mahdavi. We began with Profession—how we contribute to the bigger picture of our practice as a whole.
This week, we’ll look at the second and third drivers of patient loyalty: Patients and People.
Patients
What do patients really want? First, you need to listen to understand. Asking questions that focus on the patient before speaking increases the doctor-patient relationship bond.
Next, consider what sets your practice apart from others. Because you're a doctor, patients assume you know what you're doing. Technology can set a practice apart until other practices acquire the same things. Lower prices only create a death spiral to the bottom. However, providing an excellent patient experience is sustainable and effective for differentiation.
What do your patient reviews say about your practice? Restaurateur Danny Meyer's book, Setting the Table, discusses customer service and experience. Staff training should focus on being kind and optimistic, as well as having a strong work ethic, intellectual curiosity, empathy, self-awareness, and integrity. The bottom line: Patients will remember how they were treated long after they forget what service you provided.
People
In my mind, the single most important driver of the patient experience is our People. The people we hire reflect the practice. It doesn't matter how good the doctor is at diagnosis and treatment if staff don't provide a great experience. Generally, staff are a patient's first impression.
How do we ensure our people make great impressions? Attitude. It can’t be trained, and I would much rather hire for attitude than experience on any given day. Nothing is more contagious to a team than a bad attitude, but people with great attitudes will excel at just about any job over those with poor ones.
Once we have a foundation of the right attitude, we need to train our staff to ensure they're comfortable with their duties and can be great ambassadors of our offices.
Tune in next week for the fourth pillar of customer loyalty.
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