The patient experience and your medical practice's revenue stream are intrinsically linked — here's how to improve both.
Patient Experience Optimization is about driving revenue by creating a better experience. It’s crucial to running a successful practice. Doctors and practice managers must create a positive experience through a variety of touchpoints — both on and offline.
We’ve all had a bad customer experience with a business at some point or another. Maybe you had to wait in line too long, an employee was rude, or the service was just awful. In any event, these types of negative experiences can generally be avoided simply by understanding the process people go through when they interact with your business, and then taking action to improve upon it.
Typically, this experience is called the ‘Customer Experience’, but I will refer to it as the ‘Patient Experience’ since we’re talking about the healthcare space.
Disclaimer: In this article, I am not talking about medical effectiveness or what you should do to treat a patient. That is a job for medical professionals and healthcare informatics. This article is about doing better marketing and offering better customer service.
At MD Connect, our primary focus is driving new patients to your practice through digital marketing. There is much more to marketing than just driving leads or phone calls.
What really happens when you improve the patient experience?
Creating a data-driven culture necessarily isn’t about the data itself. While data quality is important, the name of the game is making key business decisions based on evidence — i.e., what the data represent.
For example, you may be interested in improving your waiting room experience. You notice that in most of your negative reviews, people are complaining about the long wait time. As such, the Avg. Patient Wait Time should be viewed as a key metric of success. You may start looking at ways to drive this number down. Maybe you could fix this by improving your scheduling system or hiring an operations research consultant.
Tips on utilizing data in your practice:
It’s important to determine all the ways in which a patient can interact with your practice — no matter how minute some of them may seem.
Let’s brainstorm some of the touchpoints a person might experience with your practice:
This is a great book for learning how to map customer experiences.
You must identify the bottlenecks in your patient journey. For example, the client in the example below had a call abandonment rate of 57.7%. This means that more than half of all calls are going unanswered. At that rate, it doesn’t matter if you have high-performing marketing campaigns or if the doctor is amazing — you’re leaving a lot on the table.
In this situation, you’ll probably find the biggest business impact by lowering the call abandonment rate — it is a high priority. This may entail testing the phone system for issues, training your staff or hiring more people.
Let’s look at some real data from a large hospital. As you can see, the conversion rate is much higher for popular browsers than less-popular browsers. But these less-popular browsers still get a lot of traffic meaning a lot of money is being left on the table.
Go one level deeper. Don’t just compare browsers, but compare browser versions. For example, it looks like there might be some issues with some older versions of Internet Explorer. This accounts for 100k+ visits. Fixing the issues may lead to improving the conversion rate which can ultimately lead to more new patients.
In this case, we could use a tool like BrowserStack to pinpoint the issues. Then I’d work with the client’s web developers to fix the problems. We should expect to see an increase in conversions in these poorly performing browsers. The point is, seemingly small changes can make a major impact with high traffic websites and businesses.
Patient Experience Optimization is never over. There will always be areas that you can improve, but it’s about improving the right things at the right time. As patients have a better experience with your practice — you may be delightfully surprised that your practice experiences more growth.