Medical Marketing Inc.

Under the Microscope: Patient Satisfaction

mmi2010 — Wed, 07 Dec 2011 01:36:47 +0000

Sure, the stakes are about to get higher for health care organizations as Medicare takes patient satisfaction into account when providing reimbursement. However, I would argue that patient satisfaction has always been good for the bottom line, and successful medical practices have made it a priority for decades now. And I don’t mean simply going through the motions of conducting a survey periodically only to have the results backlogged on someone’s desk or computer, or compiled into a report that no one looks at or uses. I mean a living, breathing survey process — one that is concise, consistent and compelling, and effectively engages your patients and gauges their experiences and satisfaction with your practice. And most importantly, your survey should be rooted in an ongoing commitment to review the results in a timely manner, magnify and explore issues that appear, personally address concerns where possible, and ultimately, institute changes where needed for the better of your organization. See your practice and your patients more clearly. Do the right thing.

Thanking Those Who Help You Make a Difference in Your Community

mmi2010 — Fri, 18 Nov 2011 03:20:47 +0000

This is the time of year we often think about giving thanks and giving back. Whether it is participating in a food drive, adopting a local school, paddling on a dragon boat team, forming a team for the annual Heart Walk or Making Strides Against Cancer, or some other community event or initiative, chances are your employees play a big part in helping your organization give back. Have you thanked them? Once the event is over, take a moment to craft a warm thank-you message recognizing your team. Post it on your Web page, in your employee lunch room and even in your restrooms. Let them know they are important to their community as well as to you and each other.

Testimonials and Endorsements: Tips to Protect Yourself

mmi2010 — Wed, 02 Nov 2011 02:35:28 +0000

While testimonials and endorsements can be one of your most powerful social media tools, you must stay within Federal Trade Commission (FTC) guidelines. The FTC issued new rules and recommendations last year. There are a few simple ways to abide by
these rules:

Don’t hire paid endorsers.
Only feature actual patients.
Be sure to have patients who provide testimonials sign a properly crafted Authorization for the Use and Disclosure of Individually Identifiable Health Information form. Your attorney should be able to assist you in crafting a legally sound one.
Don’t compensate patients in any way.
Have patients tell their stories in their own words. Ask questions rather than writing a script.
Add a clear, concise disclaimer at the beginning or end of each testimonial.
Be honest and open – clearly identify the physician by name and avoid partial disclosure or misrepresentation of facts.

Other rules you should check and abide by include your individual state Board of Medicine, HIPAA and your own professional liability policy.

Bottom line: Testimonials and endorsements can be invaluable to your practice — just be sure to cover your bases.

Stop to Celebrate

mmi2010 — Mon, 19 Sep 2011 16:33:02 +0000

It seems we are all moving about 100 mph these days. We power through our daily to-do lists. And while we are happy when things go well, too often we jump right onto the next agenda item or project.

This is especially dangerous if we manage a team. The problem is that while we are quick to point out and correct problems, we often fail to take that extra moment to say thank you or to recognize the people who are simply doing the right thing day in and day out, helping us achieve our goals.

STOP.

When was the last time you showed appreciation or celebrated a success with your staff. It can be as simple as an unexpected handwritten note, a $5 gift card or a homemade (or even store-bought) goodie.

For just a small investment, you will reap a great reward.

May I Help You?

mmi2010 — Mon, 12 Sep 2011 01:40:00 +0000

Call or walk into any physician’s office or retail store, and after “Hello,” these are often the first words you hear. You have probably even trained your staff to say this when they answer the phone or greet someone at the front desk.

But do they really mean it?

Recently, I was at a major national retailer with their latest marketing mailer in hand, looking for the product prominently displayed on the front. It was exactly what I had been looking for. I went straight to that department and heard the familiar
greeting, “May I help you?” However, what happened next was anything but helpful:

1. I showed them what I was looking for, and the first thing they asked was if I had looked around the store for it (I had). Not
helpful.

2. Then they took the flyer and said because there was no sku number on it, they couldn’t look it up on their computer so there was really nothing more they could do. They suggested I could check at their other locations, but they couldn’t tell me if those stores would have it either. Not helpful.

3. I decided I wasn’t getting anywhere fast so I went to find the manger of the store and asked my same questions only to get the exact same responses. Really not helpful.

What could they have done differently?

1. Make sure they had the product they were advertising. Expected.

2. Make sure their staff was not only familiar with their latest marketing mailing and the products in it but willing to walk me over and show me how to find it. Helpful.

3. Offer to call and research it a bit further. I imagine a phone call to their marketing department probably would have shed some light on where that product could be found. Really helpful and also memorable.

Bottom line: They lost a long-time customer that day, and I have already told several people about this negative experience (in
addition to using it as an example in this blog).

Lesson learned: Your marketing is only as effective as your delivery of your product/service. And your staff are a big (possibly even the biggest) part of your product. Are they helpful?

Five Things to Consider When Planning an Event for Your Practice

mmiandrea — Tue, 23 Aug 2011 15:03:21 +0000

Do you have a new office or physician you want to introduce to your community? Although time is tight and schedules overloaded, a properly executed, well-timed event (local election years are great!) can still build awareness and strengthen referral relationships for your practice. Here are a few things you might not have thought of that will help to make your soiree a success:

Invitations are not enough. Yes, you should still send them. But you need to go a step further. Make a list of the top 20-40 people you really want there (i.e. top referring physicians, friends of the practice, community leaders, etc.). Then have your physician(s) pick up the phone and call them. Have several docs in your group? Divvy up the list. Just about anyone can squeeze in five quick phone calls a day. As I’ve said before, never underestimate the power of that personal touch.
Invite local media. While the major newspaper and TV stations probably won’t find your event newsworthy, your local business journal and especially, the smaller community magazines or newspapers in your area may. Many will at least send out a photographer. Once again, make that call and extend a personal invitation. Then, once their stories and photos are published, be sure to add links to them on your Web site.
Consider your Chamber of Commerce. Are you a member? If not, look into joining. If so, see if they will do a ribbon cutting or add the event to their calendar. Often, they will invite their membership (many of whom are well connected and will help generate buzz for you) and help market the event for you. Plus make the Chamber a part of the program and you help establish your leadership presence in the business community.
The devil is in the details. Think of the little things that can make a big difference. Place outdoor way-finding signs with balloons attached. Have umbrellas with your logo on hand in case it is raining. Make sure your staff is dressed “in uniform” and prepared to greet guests and help educate them about the practice.
Want music? Sure you could pay professionals but consider inviting a local student performing group. Many of these kids are as talented as the pros and welcome the performance opportunity for a small donation to their program. Plus it shows goodwill to your local community.

More than a pretty picture

mmi2010 — Fri, 29 Jul 2011 18:12:13 +0000

… or powerful prose.

Too many companies today think their brand is based on a great logo, a well-written Web site or a catchy slogan. And what too few realize is that your brand is really your image — how you are perceived by your patients/customers. It is the feeling people get and the story they tell about you when they leave your office, when they hang up the phone or when they receive your letter or e-mail. And nothing is worse than an empty promise which is exactly what you deliver if your patient’s or customer’s experience doesn’t match up to the pretty picture or the clever copy. On the flip side, delight others with your service and then communicate and reinforce this “brand” with an effective logo and creative storytelling. Now you have powered yourself into a position of leadership in the marketplace.

Building Patient Loyalty — Suggestion #5

mmi2010 — Tue, 19 Jul 2011 16:16:47 +0000

Remember.

Remember to smile. The power of a smile – whether face to face or over the phone (yes you can “hear” it) – can be just what patients wish would happen but not necessarily what they expect.

Remember your patient as a person. At each visit, write down something personal or memorable that the patient shares and then ask about it at the next visit. It can make that six-month or annual visit seem so much more personal.

“Mrs. D., how is John liking his first year of College at ABC University?”

“Mr. H., how was that golf clinic you went to? Did it help your short game as you hoped?”

“Ms. T., how many people showed up at the family reunion you were so busy planning the last time I saw you?”

Now you are more than just a doctor, you are someone who cares. And that goes a long way toward building loyalty.

Building Patient Loyalty — Suggestion #4

mmiandrea — Thu, 30 Jun 2011 14:51:36 +0000

Coordinate.

In the increasingly complex and ever-changing maze we call healthcare, many patients just want to know there is one person they can call to help navigate the system for them and to answer their questions. In many successful practices and medical organizations, this takes the form of a Care Coordinator. To patients, this person becomes their resource – the one person they can count on to be there, to answer their calls and to help coordinate their care – from appointments to prescriptions to referrals to procedure scheduling to community resources. Now you’ve helped alleviate patients’ fears and reduced their stress. You are also well on your way to building a loyal patient. Why would they want to go anywhere else?

Building Patient Loyalty — Suggestion #3

mmi2010 — Thu, 23 Jun 2011 16:27:06 +0000

Quantify.

Don’t be afraid to ask your patients about their opinions and experiences. Once again, this helps to build a connection. People want to know their opinions are sought and valued. In fact, a well-crafted patient satisfaction survey can be one of your most effective marketing tools. It provides you the hard data to counter any negative online reviews. You can comfortably and honestly assert your high “approval ratings.”

And don’t be afraid to go one step further. If you have patients who have had exceptional experiences with your practice, ask if they would allow you to share their “stories” with others (i.e. through a patient testimonial video on your Web site). Give your patients a voice. Let them be your advocate. And then don’t forget to thank them.