How to Improve Patient Experience
Written by: Damaris Villalva Cruz
Marketing Manager
At Vision Care Connect, we know that the first step in any vision journey can be the hardest, which is why we are here to share that step with each patient. We become a “listening ear'' and engage in dialogue with patients in order to build their trust. We listen to our patients and provide valued information that they may be seeking. Check out below a few ways to improve the overall patient experience in your practice.
Meet patients where they are
The first step is to research your target market in order to meet them where they are in their vision journey. The two biggest things to consider when trying to reach your patient: their life stage and financial abilities.
Where they are in life is an important element to look at because it will determine the type of messaging you want to deliver. Whether you are marketing to the younger crowd that wants to get LASIK or to an older crowd that needs cataract surgery, the overall cost of procedures is the biggest concern that we hear from patients. They might not be ready to take the next step due to their finances at that time. Be understanding of their circumstance and know that they might not be ready now, but they may be in the future. Make sure that you continue staying in contact with them so when they are ready, you are waiting for them with open arms.
Provide useful information through email marketing
Based on what you know about your patient and their lifestyle, provide useful information. The biggest patient concerns we come across are whether they can afford the procedures, what qualifies them as a good candidate, and hesitations about the surgery itself. So, providing information regarding their concerns is key. One of the best ways to do this is through email marketing. Whether it’s a simple email on the different types of procedures that are available, the new technological advances, or financing information, it can help tremendously to walk your patient to the next step. This is where you can also promote any events that you have planned, such as webinars.
Webinars are key for patients who are still hesitant to come in for a consultation. This is a place where you can meet with them virtually and answer all of their questions. You can also learn more about why they may be hesitant to take the next step in their vision journey.
Evaluate the online patient experience
This is something that must be done frequently. We must learn from our patients as often as they learn from us. Make sure you are creating a page that is user friendly. For example, evaluating the ease of navigating your page, form submissions, or online scheduling can make a big difference in conversions. You can always seek patient feedback through anonymous surveys or encouraging them to leave a review about their experience. It’s also just as important to check in with current patients regarding their online experience in order to consistently improve the overall patient experience.
Audit your response time and patient communication
Auditing your response time and patient communication structure is crucial to improving the patient experience. You may have a great marketing strategy and reach lots of patients, but if your front desk staff cannot handle calls properly, you will lose patients, money, and additional opportunities. Depending on your staff’s language used with the user as well as their response times, it could hinder patient conversions and cause them to turn away.
Make sure that all this is being done in a timely manner and that they are providing accurate information to the person reaching out. Your team must be properly trained to answer any of the patient's questions in order to “sell” your healthcare services.
Meet your patients where they are, provide all the information they may need to take the next step and make sure your staff is properly equipped to meet the patient’s needs. You can learn a lot from your patient in order to continue improving patient experience and creating dialogue with patients in order to build brand trust. Implementing these strategies will not only improve patient conversions, but also improve your brand reputation in the long run.