Accountants often get asked what they think their clients want.
Then the clients are asked what they want.
And the answers are totally different.
Clients want proactive business advice that make a real difference in the way they operate and generate income. And they want this consistently not on an ad hoc basis.
Accountants think clients want accurate historical figures so concentrate on getting BAS and tax returns done.
This gave me an idea a few years ago. We should find out what doctors think their patients want.
And then we should ask the patients what they expect from their medical professional.
Although I was almost certain of the end result, I needed the evidence to prove it.
The reason I had a fair idea is because my wife and I have had a number of small surgeries in Australia and we have a 11 and 13 year old so we have had the odd broken bones after soccer, asthma attacks requiring admission for days and the odd toy stuck up their noises.
So when we asked medical professionals I was told what I already knew. Patients want great healthcare. They want their health problem looked after and preferably fixed or cured.
Look at any website of a medical business and it will tell you so. They all provide outstanding medical care. Ask the same question to patients and we tell you that yes, health treatment and care is important but there is more to it.
In fact, patients will tell you that the only time health care trumps everything is when their condition is a serious. Because medical care is a service industry it's not about the end product (healthcare). Its about the experience.
But Ooh What patients tell us is fascinating.
They don't like being told the medical institution or practice they are using will provide great medical care. The reason is because they expect that they will.
Here's why. If I, an accountant, have to convince you that I am a good accountant isn't that a problem? Surely you just expect me to be good at what I do. After all I have been trained, passed exams & am regulated.
Patients think along the same lines. If a practice needs to convince it's patients that it gives good medical advice, it is barking up the wrong tree.
The reality is that most medical practices give good advice. Standards may vary but health diagnoses and healthcare at medical practices is considered good.
According to CBA Insight report, the older generation love medical professionals. Millenials on the other hand have poor experiences when they visit medical professionals. In fact those under the age of 35 do not have a great experience when they visit a doctor and when you consider that those that are 45 years old and under actually account for 48% of a practice's income that is something of concern.
So here are a few things that patients are concerned about:
Anything over 15 minutes becomes annoying. Especially if your reception staff do not tell patients how much longer they need to wait.
Millenials are used to having everything instantly. 15 minutes to them is the equivalent of 10 years.
You can now tell patients if a doctor is running late so they don't waste time sitting at reception.
Let me put it this way. Ever been on the phone and on hold. You know what it is like after 15 minutes and not knowing when it will be answered. That is what medical practices are doing to patients on a daily basis. If patients can avoid that they will no matter how good you are.
Most practices have some kind of electronic booking system. Some still require you to phone in especially if you are a new patient.
Millenials use text and websites. They don't make that many calls. If your automated system won't accept their appointment then they will not call you. They will find another practice that will.
The harder it is to book the next appointment the higher the chances patients will look elsewhere.
Obvious but true. A patient associates the cleanliness of washroom facitities to how much the practice cares about them and their health.
In a nutshell, keep them squeeky clean.
If you want to show you care get your team to follow up to see how your patient is doing after every appointment.
Yeah I know this means more resources but patients will reward the practice with loyalty of the highest degree.
First impressions count. So make sure it is a good one.
For real brownie points:
Most will not use it even if offered but it adds value.
It's frustrating having to wait for your appointment. Doing it while trying to control two difficult children is worse. Keep the young ones occupied.
We all love surprises. Especially kids. Give them a bouncing ball or a bravery certificate.
Patients love it when a practice takes social responsibility. So do things that change the world.
Want ideas – https://montyandminx.com.au/giving-back/
At Medisuccess we have made over 1 Million impacts around the world using the B1G1 formula. Our clients love it. What can you do?
Here's the thing. The above is what your patients care about. But rarely do I see that on a website for a medical practice.
If you would like a consult on how you can make you practice better, give us a call.
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