Patient Promoter 2017-01-14T15:53:05+00:00

Smartphones and Social Media have dramatically altered the landscape of the market. Consumers have become more dynamic, empowered, and capable of easily voicing their opinions online. This has significant relevance for healthcare providers throughout the country.

Patients are concerned about the quality of service they receive as practices try to maintain profit margins in the face of competition. This is nothing new. However, online reviews on websites like Yelp have completely altered and revolutionized how patients approach selecting and referring a doctor.

Traditionally, patients found their preferred doctor or practice through word-of-mouth referrals or direct mail advertisements. Patients had limited access to information and lack of time prevented them from gathering reviews and referrals from a collection of people before booking an appointment.

Online review sites and platforms have turned this model on its head in three ways:

  • Firstly, they allow consumers to easily rate their experience, both quantitatively (via star rating) and qualitatively (via text).
  • Secondly, they aggregate reviews in real-time, allowing visitors to know the number of reviews and average rating.
  • Thirdly, and most importantly, review platforms allow consumers to compare reviews and ratings with other local medical practices.

Review sites and platforms allow all of this to happen without practices having a voice in the process or in deciding what reviews stay or go.
Consumers are leaving reviews and affecting your competitiveness, practice’s online presence, reach, and affecting how people will perceive your quality of service.

Whether your practice is actively monitoring and managing its reviews or not, your patients (satisfied or otherwise, prospective or current) are reviewing your service or those of your competitors.

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The 5-Star Problem

Chances are that you will disagree with what I am about to say.

You cannot prevent patients from reviewing and rating your practice or your competition. You can only manage it.

Reviews and rating works two ways: If the patients offer the right star rating and review, your aggregate goes up. However, if they have not been qualified to give you the rating you deserve and are left on their own, lower star rating (even a 4-star) can affect your overall rating.

How is it possible to lose a star rating even if you don’t deserve it?

For instance, a patient may make a subjective negative assessment, let’s say 3 stars, of the practice because their wait time was over 20 minutes. Additionally, the patient adds a generic review about why he/she gave you less stars because of the long wait time.

Both the star rating and review create a perception that may not be reflective of the actual experience or even what the patient intended to say. Perhaps the patient was late to the appointment but the wait time did not match their expected wait time so they felt let down and maybe even late for another appointment. The experience is out of your control but the rating and review is in the patients control.

What motivates a patient to leave these reviews? It would be a quick assumption that they are being spiteful and want to harm the practice in some way. Maybe the patient is trying to be helpful by providing feedback indirectly. It’s not like they are going to call the practice back and tell the front desk what a poor job they did to manage the wait time even after they were a little late to the appointment. But if that information was public then the practice would read about it and take action.

With the popularity of these review sites, it’s critical to manage this feedback system. You can’t leave it up to unhappy patients, for whatever the reason, to go out and leave their feedback on public review sites. It is important to design the feedback into your process so the patient feels included.  When the satisfied patients don’t leave detailed, helpful reviews, then your practice(s) are not only losing the reviews you deserve, they are losing the potential volume of traffic of new patients.

This problem/challenge can be overcome if you “qualify” patients so they will take the time to give a substantial positive review and rating for your services—a review that is actually reflective of the service and patient care your practice has delivered.

The question: How do you qualify patients to give you 5-star reviews?

The answer: Patient Promoter

How can we ensure our patients will refer us to friends and family?

Yelp and the power of patient’s reviews are too powerful to ignore.

Knowing that 60% of patients trust word-of-mouth and personal recommendations (social reviews) it’s too important to leave to chance. Star rating on review websites like Yelp, Facebook, and Google are becoming the single indicator on whether or not we get new businesss. We had to find a solution.

We did the math. Research has shown that if a business has a 1 star rating only 6% of people would consider using that business. At  2 stars, that number jumps to 14% and at 3 stars, that number jumps to 57%. If we could achieve 4 stars then the number leaps to 94%.

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Case Study

Key Results*

  • We grew number of 5-star reviews on Yelp by 1100%. We went from 2 reviews in a 9 month period to generating 24 new 5-star reviews.
  • Opportunity cost of not doing anything would have lowered our Yelp rating from 3-stars to 2.5 stars significantly reducing the number of people who might consider using the practice.

casestudy_1

* Results will vary according to frequency and volume of patient emails.

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Using A Single Question for Powerful Results

The patient experience starts before they ever get to the practice. The data shows that consumers are researching, gathering, analyzing and taking action based upon these online reviews. But we can’t ask everyone to leave you a review because we would have no idea whether people would be leaving a positive or negative review. What if we could contact the patient after the appointment and ask a simple question that would help navigate the positive reviews online? This is the basis of our developing the Patient Promoter™ system.

patientpromoter-process

Enter the Net Promoter® Score

The Net Promoter Score (NPS®) was introduced in the Harvard Business Review in 2003 and has since become the standard for measuring the loyalty that exists between a provider and a consumer.

Using the simple question: How likely is it that you would recommend our practice to your friends and family? we can distinguish patients overall level of experience with the practice. Since 2003, extensive research has shown that a business’s Net Promoter Score, or NPS Score, can act as an indicator of growth and competitive benchmark.

Based on patient response, we can index the practice on a scale from -100 to 100 that measures the collective outcome of the experience we are delivering to our patients. This is like taking the blood pressure of the practice.  A single score that, when combined with patient feedback, has immediate application to diagnosing how well a practice is doing at serving patients.

  • Promoters (9-10)
    Promoters are your raving fans. They have been with you for awhile and have referred their family and friends. They are the most likely to respond favorably to a request for a testimonial.
  • Passives (7-8)
    Passives are satisfied patients who are susceptible to switching practices.  They are the patients who say “I really like them but.” Their feedback tends to be helpful operational suggestions that are actionable and the least subjective.
  • Detractors (0-6)
    Detractors are unhappy patients who are most likely to go to online review sites and give you a negative rating and review. The patients have had such an unpleasant experience that they want to tell others to stay away. Their feedback tends to be very emotional and personal, often targeting a specific provider or staff member. Regardless of why they are unhappy, their expectations were not met and they are frustrated and impassioned.

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Can We Influence Behavior?

“The use of review websites for medical patients is on the rise, with a 68% increase in the number of patients using online reviews from 2013 to 2014” and at the same time “90% of adults 18-24 years of age said they would trust medical information shared by others in their social media networks.” Part of optimizing your patient referrals is doing the right thing at the right time. Patient Promoter provides a long term solution to making sure you’re only asking the people who are likely to give you a 5-star rating to provide their feedback on review sites.

Patient Promoter

One Low Monthly Price
5-Star Practice Reviews

Your star rating on review websites like Yelp, Facebook, and Google
are becoming the single indicator on whether or not you get new business.

$199/mo

2 Week Free Trial, No Setup Fees, No Contracts
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