Very often many patients are undecided whether to change practice / professional. The statistics show that a very important problem for studies, clinics, and professionals is the ability to return patients who have already benefited from the service, that is to say, that a patient has found a good and returns regardless of the outcome of the treatment.
Let’s see what the two main causes are and how to avoid them.
According to the New York communication agency, one in five patients seriously assesses the possibility of questioning their physiotherapist or their own physiotherapy practice to go elsewhere. In terms of turnover, these figures translate into a drop of around 20 %.
- Which professional would not accept this reduction in revenue with terror?
- Which company would not immediately attempt to run for cover?
Once the damage has occurred it is obviously possible to run for cover through a careful analysis of the causes that lead a patient to abandon the study.
It is also possible to react abruptly with the use of strategy tools and health marketing based on ethical choices.
Who does not agree, however, that it is always better to avoid patient leaks?
Assuming that we all agree in not wanting to lose patients (and consequently billed) it is important to know, at least statistically, the reasons that drive 20% of users to change their physiotherapist or physiotherapy office.
From the research examined the main causes are two:
- A TRANSPARENT pricing policy
- Lack of RESPECT and COMPASSION.
TRANSPARENT PRICING POLICY
Confusion generates distrust. And if this happens in any area, let alone in the economic sphere.
A clear, transparent and understandable pricing policy can make the difference and push a patient to have even more confidence in us as professionals.
Communicating exactly what the costs are going to meet is of fundamental importance in order not to disappoint the user.
So be careful, the problem is almost never the high prices but the lack of clarity!
A phrase that is often used in marketing is “under promise and over deliver”: amaze your patients with services that leave them with their eyes open, pleasantly surprised and emotionally involved.
How many of you make birthday wishes to your patients?
How many of you call your patients after some time to ask how it’s going?
How many of you offer a glass of water and a coffee?
Who among you clearly writes the advice or prescriptions for the patient on a piece of paper?
The previous suggestions are easy to put into practice and cheap; patients are often happy with their doctor not only for the quality of care but for the quality of the emotional treatment, as we will discuss in the next section RESPECT AND COMPASSION FOR THE PATIENT.
Some of you may think, “but this is not my job, I treat people, this is my attention, I am not a wellness center.”
Several EBMs confirm that the placebo effect is a therapeutic partner to be taken into account.
If therefore the medical-sanitary responsibility is that of curing in the best possible way, these aspects cannot be neglected anymore.
RESPECT AND COMPASSION FOR THE PATIENT
“Compassion” is a term of which we often ignore the original, profound meaning.
Nothing to do with piety, compassion is, from the Greek, participation in the suffering of others.
A fundamental concept for all those health professionals who want to establish a profitable relationship with their patients.
The study in question reveals that all those who change (even suddenly) physiotherapist or physiotherapy office do not feel sufficiently listened to, respected, including.
The patient ultimately seeks a trusted partner for his health!
The study says that, compared to a few years ago, given the greater presence of professionals in circulation, the number of users willing to change the “health service provider” has increased by 50%. Understanding the statistical causes and asking oneself if it is possible to improve something in relation to one’s own gaps is a fundamental process not only for not losing patients but for acquiring new ones: all those who leave our less attentive colleagues.
Knowing the results of this research can, therefore, be very useful for two reasons:
- Establish a better relationship and therefore retain the users we already have.
- Offer yourself a viable alternative for all those who have decided to change therapist.
In such a scenario, the ability of the professional to communicate his value to the public becomes particularly important. Only in this way will it be possible to convert statistical data that seem negative to an ethical and economic victory.
SO WHAT DO YOU DO TO NOT LOSE AND EVEN INCREASE THE NUMBER OF PATIENTS?
The answer is to invest in SOFT SKILL, that is to learn how to communicate effectively!
Today more and more SCIENTIFIC STUDIES report the PLACEBO effect of communication with the patient and this is the reason why we focused on this topic.
Healthcare communication is complex and must be managed by professionals who know exactly: what to say, how to say it and when to say it!
Communication with a patient often starts with marketing and never ends inside the studio. Communicating in an ethical way does not mean creating false hopes but putting oneself on the side of the patient by demonstrating one’s competence without selling off the noblest of services, that of health!
We deal with Healthcare Marketing, Healthcare Communication and Healthcare Business, knowing both sides of the coin and respecting them, creating a WIN-WIN REPORT between patient and healthcare figure, to ensure that the patient is happy with the care and the professional satisfied of the results.
