FINANCIAL PERSPECTIVES |
BY REED TINSLEY , CPA , CVA , CFP , CHBC |
Why should you strive to give exceptional customer service to your patients ? Why not just good ? The answer is that most patients often have a hard time differentiating between similar services offered by different physician medical practices , but they can readily differentiate between different levels of service . |
One reason for this is because exceptional service – that is , service that exceeds their expectations and exceeds what they have received elsewhere – elicits an emotional reaction , and emotions imprint in our memories . |
Patients have very good and very long memories with respect to customer service , and this is what makes a practice “ referable .” If you are not getting a lot of new patient referrals from patients ( depending on the specialty of course ), then there may be |
a problem with customer service in your office . So here are some ideas for elevating your patient customer service from good to exceptional :
It starts at the front desk This is a new patient ’ s first contact with the office and how established patients continue to interact with the office , we all know this . These interactions include telephone and in-person contacts . Are these interactions friendly ? Do these interactions make it easy for a patient ( ex . Scheduling an appointment , registration , etc .). Finally , what about your waiting room ? If a patient has to sit there for a while waiting to get in to see the doctor , how is their experience ? Is there a flat screen TV in the waiting area ? Do you offer free Wi-Fi ? You get the point .
Spruce up that website I can always tell how progressive a physician practice is just be looking at its website . In this day and age , websites that really interact with patients is a must in my opinion . The following are some of the most “ modern ” features I have found on physician websites , all being HIPAA compliant :
• Secure online bill pay .
• Appointment reminders and lab results messages .
• Patient registration , demographic and health history completion online .
• Completion of a history of present illness prior to the visit .
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• Shared patient communication between practices . Practices that refer patients to a specialty practice can make that referral electronically and can follow-up on the patient ’ s progress via the portal .
• “ Chat with a Biller ” or “ Chat with a Collector ” function .
• Appointment requests and requests for prescription refills .
• Credit card payments without the use of a credit card machine ; online payment plans that automatically drafts the patient ’ s credit or debit card monthly .
• Patient refunds via the web portal .
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View patient complaints as gifts One of the most valuable gifts your patients can give you is a complaint – even if it isn ’ t the most pleasant gift to receive . That ’ s because when patients complain they ’ re telling you what you need to do to keep them as a patient . Patients who complain are trying to work with you to resolve any issues between you . |
Practice active listening When you receive a complaint – or just a suggestion – from a patient , stop everything and listen carefully . Show the patient that you are listening with words like I see … yes … okay and nonverbal cues such as nodding and eye contact . Ask questions as needed for clarification and to get more information . Take notes as appropriate . Partner with your patient to find a solution |
to the problem . Make sure your employees are using language that says we are in this together . For example :
• Let ’ s see what we can do to fix this .
• I know you ’ re upset , but I will work with you to solve this .
• We have options . Here are some of them .
Train your employees to use solutionoriented language that suggests that a solution exists , and you will find it for them or with them . For example :
• I will take care of this for you .
• I can assure you this will be resolved .
• I will keep you posted as soon as I learn something .
Always focus on the positive . For example :
• Instead of saying Our policy is … say This is what we can do
• Instead of saying I don ’ t know say I ’ ll find out for you .
• Instead of saying You need to talk to say Let me get someone who can help .
Employees , management , and all providers should always thank patients for their input and tell them how helpful it will be for improving the situation in the future . So always remember this - Once a new or established patient makes an appointment with your office , be sure you keep them coming back by wowing them with your office ’ s great customer service . t
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