How to Make your Customer Service your Biggest Marketing Advantage

How to Make your Customer Service your Biggest Marketing Advantage

Now that so much interaction and business is being done online, it may seem that customer service has become a relic of a bygone era.

Many businesses once defined their success as a company by the excellent customer service that they offered. Companies like Nordstrom and Chick-fil-A come to mind.

Customer service has changed and it seems that many businesses have not adapted to offering a new more modern forum of excellent customer service, especially in the medical and health care fields.

All of this creates an opportunity for medical practices that do provide excellent customer service to not only be proud of what they're doing but also to use it as an excellent marketing tool to grow their practices.

Here are five steps to make customer service your biggest marketing advantage.

Step no. 1

Define customer service.

The first thing that you need to do is define what excellent customer service is in your practice. If your team doesn't know what's expected of them to create excellent customer service, then they can't be expected to do it and do it consistently.

Create a document that captures the spirit of what excellent customer service is at your practice, as well as specific steps to create an excellent customer service experience. Be specific and give examples of excellent customer service to help employees start to see opportunities.

You can even ask employees to think of a time when they received excellent care or service. Have them describe what happened, and ask how they think service like that could be implemented in your practice.

The first thing that you need to do is define what excellent customer service is in your practice. If your team doesn't know what's expected of them to create excellent customer service, then they can't be expected to do it and do it consistently.

Create a document that captures the spirit of what excellent customer service is at your practice, as well as specific steps to create an excellent customer service experience. Be specific and give examples of excellent customer service to help employees start to see opportunities.

You can even ask employees to think of a time when they received excellent care or service. Have them describe what happened, and ask how they think service like that could be implemented in your practice.

Step no. 2

Measure it.

If you're going to say that you provide the best service in your city, you had better be able to back that up. The way to back that up is to be able to measure the effectiveness of your customer service.

Of course, the way to do this is to find out what your customers actually think about your service. One of our favorite ways to do this is using what's called a Net Promoter Score. 

measure

The Net Promoter Score is a simple, consistent, very brief survey tool that gives you back statistically significant data to help you determine how you're doing with your customer service.

online reputation

You can also utilize our Reputation Marketing System. We've designed an easy-to-use system that makes it simple to generate a flood of 5-star reviews for your practice. We also syndicate those review across the internet so that everywhere a potential patient looks, they'll see real-life glowing reviews about your staff and services.

Whether it's Net Promoter Score or our Online Reputation Marketing System, make sure you have a way to consistently measure the feedback from your customers

Step no. 3

Number three is to report it.

Once you have that data, you need to use that data to help your team understand how they're doing and make adjustments so that they can improve any shortcomings that they have in their customer service.

It's our experience that by reporting this data to your team, your team gets very motivated to improve that data and define ways to improve that data, which creates a culture of improvement and accountability in your practice, which is what great customer service is all about.

report

Step no. 4

Compensate for it.

Compensation

Behavior follows compensation in business. If you want to make sure that something happens, pay for it. By tying compensation to excellent customer service, you can ensure that you'll have the attention and focus of your team.

This doesn't have to be a major change in compensation plans, it can be as simple as finding ways to offer fun bonuses like a gift card, based on customer service experiences and feedback from patients.

That alone can be enough to create a cultural shift to focus on customer service within your practice.

Step no. 5

The final step, and this is where the marketing comes into play, is to brag about it.

Once you have excellent data around your customer service that's worth bragging about, don't let it go to waste.

Excellent customer testimonials and feedback and specifically showing data that you're performing at top of industry levels is an incredibly effective marketing tool. Take that data and use it to create marketing campaigns.

You can also use it to create campaigns where you're bragging about your employees and the job that they're doing for your patients.

By humanizing the story around your customer service, you not only motivate your employees, who will appreciate the attention but also add more character to your company to show that you're human.

Most of all, it shows that you really care about the personal experience that your practice can offer to new and current patients.

That's five ways to make customer service your biggest marketing advantage. Look for opportunities to implement all five of these steps in your practice and turn customer service into your most effective growth marketing tool.

Why Patient Trust Is Vital to Your Brand

Why Patient Trust Is Vital to Your Brand

Check out our recent Facebook Live Event where Neil talked about the importance of trust for medical providers.

Click to watch the video, or watch on YouTube.

With increased access to information on the internet, patient expectations are higher than they’ve ever been, and competition is fierce. Patient trust has always been important for medical practice growth and success, but this new environment makes it absolutely vital.

In addition to nurturing lifelong patients that will consistently choose your office over another, patient trust also gives your medical practice a little leeway if problems arise in the future. No matter what may happen, earning the trust of your patients ensures your company’s brand can survive.

So, what is patient trust and how is it earned? This isn’t a new concept, but it’s an area in which many medical practices fail. The transparency that leads to trust is about more than including the standard copy about why your office is better than the rest — you have to truly care about your patients and their problems.

What Is Patient Trust and Why Is It Important?

Generally, patient trust happens when you have a deep understanding of your patients’ needs and have a valid solution to their problems. You provide them with relevant information and products or services that cater to their unique needs, rather than touting the benefits of choosing your medical practice.

Ultimately, this trust is about putting the patient first in your content and your products or services.

The reason trust is more important now than it’s ever been is a direct result of the bombardment of information and options available today.

Consumers no longer need to choose between only a few brands. They have virtually limitless options and access to reviews, testimonials and marketing tricks that can give them an idea of what you have to offer. Because of this, marketers need to look beyond the competitive pricing, features, and benefits, and direct their attention more toward the history and legacy. Patients have become empowered and skeptical, so they’re looking for the whole package — one that will not only give them a product or service that’s reliable, but also a medical office and customer service that they can count on now and in the future. Ideally, your product or service will address their needs at the time, but in the event that it doesn’t, they want to know you’ll be there to make it right.

How Is Patient Trust Created?

As we know, the idea of building patient trust isn’t new, but it can be difficult to achieve. Just making promises about your medical practice is no longer enough, since consumers are looking for actions that back up your claims. This has a big influence on loyalty as well, since patients are more likely to return to the doctor that gave them the experience they wanted the first time around.

Authenticity is key. Authenticity is the one thing that transcends industries, generations and cultures, since it’s the universal thing that all patients are looking for. It’s about being transparent and giving the patients what they expect, whether in products or service, and delivering the values of the brand.

Of course, authenticity and transparency are useless for the pure sake of it. You need to be providing content that demonstrates an in-depth understanding of your patients’

needs and expectations, so you can provide them with relevant, valuable solutions. Superlatives, false claims, half-truths and other marketing hype that can’t be verified instantly reads as false, so focus on positive information of substance and value to your patient.

Also, if you’re falling below expectations in some way, it’s vital to learn from it and find a way to improve. While it may be difficult to accurately measure the value and performance in terms of patient trust, you can set standards for your medical practice to ensure that each and every aspect of your business is accountable and staying on track. This not only makes your trust tangible for your audience, but it also keeps your practice living up to the image you’re putting out into the world.

Why Is Patient Trust Hard to Earn?

There are many reasons trust can be hard to earn, especially for certain brands, but skeptical and savvy patients are the main reason. More and more data breaches and misuse of data are dominating the headlines, so it’s becoming more difficult for consumers to immediately trust a brand and be open to new or unproven brands.

Fortunately, this issue is easy to combat if you’re truly putting the patient first. A brand must be clear about its purpose and values, as well as being transparent with policy and procedures. Perception is everything, and a company that offers the truth is more likely to have good impressions with potential patients.

There’s been a shift in power between the business and the consumer. In the past, the brand had the power and patients had to accept what was given. Now, consumers have a broad outlook and understand more about what a company should and should not be, so they’re less forgiving of missteps. Patients want a brand that shows its customer loyalty and demonstrates shared values, so an effective strategy would be to align your practice’s values with the information you’d gladly offer to the public.

In addition, transparency is often forced upon brands, since patients can find dirt if they look hard enough. In all likelihood, questionable ethics and practices will leak in other media and be found by patients, leaving a medical practice looking disingenuous and sleazy, which is worse than having no trust at all.

Conclusion

While patient trust may sound like a swift strategy or “silver bullet” for new leads and business growth, it’s anything but. That trust is difficult to earn and keep and is far more than just a marketing strategy.

The authenticity and transparency necessary to garner real patient trust comes from honest communications, solid company culture and treating the patient as you would want to be treated, rather than just lip service.

Though it’s clear that consumers want trustworthy brands, their general trust isn’t high. This can be an area of opportunity for new or developing medical practices, or offices looking to revamp their image and surge ahead of competitors. Whether we like it or not, the power is with the patient, so it’s more important than ever to put their needs first for business success.

Excellent Medical Website Development Makes Your Site a Joy for Patients

Excellent Medical Website Development Makes Your Site a Joy for Patients

Patients Enjoy Visiting Well Developed Websites

These Attributes Anchor Good Website Development and Constitute a Great Site

In a world where 81 percent of people conduct online research before making a purchase, medical practitioners cannot thrive without a website. These days, it serves as your online office front, where people can take a peek at your available treatments before deciding if they want to purchase anything—the digital version of window shopping.

Medical Website DevelopmentYour website, however, does nothing without an ability to attract more leads, a following, and, ultimately, conversions. A website that’s too clunky, too slow to load, and too deficient of data can drive even the most ardent prospect off of your site and onto your competitor’s site. What, then, are the hallmarks of a well-designed medical practice’s website?

Good Site Structure Is Important For A Medical Clinic's Website

A good website is like a book: Each section must be logically clustered so that visitors find it easy to navigate. Subsequently, one must exercise uncompromising prioritization. Which sections should patients see on the home page and which ones can be placed under the sub-sections? Put yourself in the shoes of your patients and think about how they will look at your website and what It is they want to see first.

Provide Information For Patients On Your Website

The fact that people landed on your website already means you’ve piqued their interest. Hence, provide all the information needed in a captivating manner to convince them to visit you instead of others. If you're a regenerative stem cell provider, for instance, make sure all of all of the symptoms you treat and include their complete details. This should include everything, from specific joints, symptoms people suffer from, and how your clinic can help. Dentist, meanwhile, need to provide their operating hours as well as Google map links for patients to locate for office.

Make It Easy To Give Contact Information On Web pages

If potential patients like what they see on your website, their next step usually entails contacting you to learn more about what you offer and perhaps book a consult.

However, they can't-do this if your contact details aren't in plain sight. As much as possible, create a dedicated “Contact Us” page for ease of access. Additionally, include your address and contact details in the header or footer of each page so that they're always there when people need it.Website For A Dental Practice

Websites Must Be Mobile Compatible

Gone are the days when web browsing meant sitting in front of a computer. Now, the vast knowledge of the internet is accessible from the cradle of your hand—your smartphone. Therefore, your website needs to be viewable and usable on the smaller screens of so-called smart devices. Essentially, your site must be mobile responsive; it must automatically resize itself to fit the screen on which it's being displayed.

Indeed, to thrive in the digital age, your business needs to present a well-executed website. As an entrepreneur, however, your skills lie in building a satisfied customer base and not necessarily websites. The good news is that you can outsource your medical website development to digital agencies who possess expertise in this matter. With their help, you can get a wonderful website up and running in a timely manner.