In the world of healthcare, first impressions are everything. They set the tone for the patient-provider relationship and can significantly influence a patient's overall satisfaction. Unfortunately, not all practices recognize the importance of these small but crucial touchpoints.
How Familiar Is This One?
Today, I contacted a large multisite medical practice (which shall remain nameless) five times over an hour. Each attempt was met with utter disappointment:
Calls 1-4: After a brief moment of background people chattering and noise indicative of a live connection, I was abruptly hung up on.
Call 5: This time, I was placed on hold indefinitely, with that horrendous music everyone has (but should not) as my only companion.
These experiences were not due to system glitches; the audible background conversations confirmed that my calls were connected and acknowledged, yet the individual(s) kept discarding them. It's worth noting that another location of theirs did not suffer this service issue when I called after.
The Implications of Such Experiences
While my calls were for business purposes, with this blog as the most significant consequence, there was no mechanism for staff to distinguish between my business inquiry and a potential patient seeking care. I dialed their main line each time from my personal cell phone. This lack of discernment means that any caller, including prospective patients, likely faced the same frustration and non-connection to their provider's office. While this is a deplorable service example for any practice, the fact that it was a center dedicated exclusively to Medicare patients - some of the nation's most fragile and at risk.,makes matters that much worse. The impact of a poor greeting at your business's "front door", telephonic, digital, virtual, or otherwise, is significant.
The Importance of First Impressions in Healthcare
First impressions in healthcare are paramount. Just like I'm judging you and your limp fish handshake the first time we meet, patients judge our service at the door, on the web, on the phone, etc. These interactions seem small but a can dramatically influence patient satisfaction, trust, and loyalty. Studies have repeatedly shown that poor customer service decreases patient retention and results in negative reviews, tarnishing a practice's reputation.
Healthcare is still firmly in the age of consumerism—arguably now more than ever. Patients today expect the same level of convenience, service, and personalization they receive from industries like retail, hospitality, and tech. The days of patients passively accepting long wait times, poor communication, and fragmented care are long gone. Instead, they’re actively shopping for healthcare, reading reviews, comparing providers, and making choices based on their experiences.
Training: The Backbone of Exceptional Service
To ensure positive first impressions, it's essential to invest in comprehensive training for all patient-facing staff, especially those handling phone communications. Effective communication skills, empathy, and prompt responsiveness should be core components of this training. Such initiatives can lead to improved patient satisfaction and loyalty. If the staff handling the phones are disgruntled, overwhelmed, undertrained, or burnt out, their dissatisfaction and emotions will be reflected onto your patients.
The Consequences of Neglecting the Patient Experience
Healthcare providers who fail to prioritize the patient experience risk losing patients to competitors who offer superior customer service. In today's digital age, dissatisfied patients are likely to share their negative experiences online, influencing potential patients' decisions. It's reported that 65% of consumers have cut ties with a brand due to a poor customer service experience. (etactics.com) Nearly 80% of patients who switched providers cited poor navigation factors as a reason for leaving, including bad experiences with staff, inadequate digital solutions, and difficulties in conducting business. (beckershospitalreview.com)
Conclusion
The adage "what you permit, you promote" holds especially true in healthcare. Allowing subpar customer service harms individual patient relationships and jeopardizes a practice's overall success. By prioritizing exceptional patient experiences from the very first interaction, healthcare providers can foster trust, loyalty, and a reputation for excellence.
Remember, in healthcare, every interaction matters. Let's make each one count.
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