July 2002

Susan Hoy’s TEAM TIPS
Patient Retention: Why‘Little Things’ Mean a Lot

Sometimes it’s the “little things” that make all the difference when it comes to patient retention. When patients arrive in the office, your staff should make them feel welcome and special. Using patients’ names is basic, but often forgotten. The sweetest sound to anyone is the sound of their name. Body language can be just as important as words; a sincere smile is a wonderful way to make patients feel welcome.

One phrase that should not be used to greet patients is the generic, “How are you?” Inevitably, many patients will answer, “If I were good, I wouldn’t be here.” Asking this seemingly harmless question could make patients focus on their symptoms, and possibly make them feel worse. Worse yet, patients may think your staff is “expecting” them to feel better, and may make the false assumption that their chiropractic care is not working.

Let’s face it, not all patients get positive results immediately. Some patients take a long time to improve, and some patients may actually get worse before they begin to get better. So your staff is not doing your patients - or you - a favor by asking that question.

So, what should your staff say instead?

Here are some suggestions:
• Be positive. A simple statement such as, “Good Morning Mr. Jones; I must say you are looking better today!” can have positive results. Or, your staff can say, “No need to ask you how you’re doing, Mr. Jones - I can see just by looking at you that you’re doing better.” Just that statement alone could very well help Mr. Jones feel better, through the power of positive thinking. Of course, any statement your staff makes along these lines should be sincere.

• Offer a compliment. Of course, there are times when your staff honestly cannot tell patients they are looking better, because they aren’t! In cases like that, they should simply compliment the patient. “Good Morning Mr. Jones, I love your tie!” Or, “Your shirt is just the right color for you.” There is always something positive to say about patients without getting into how they are feeling, and it takes the focus away from symptoms.

• Be sympathetic. There will be times patients arrive in obvious pain. At those times, your staff can make a simple statement such as, “Good Morning Mr. Jones, I’m so glad you’re here.” Or, “Good Morning Mr. Jones, just have a seat for a minute; the doctor will be with you very soon. She’ll take good care of you.” When patients arrive in obvious pain, your staff should be empowered to do whatever it takes to get that patient cared for as soon as possible. Acute pain patients should not be kept waiting, even if it means they are taken to an adjustment room ahead of others. Your staff should make sure these patients are as comfortable as possible while waiting for treatment.

• Actions speak louder than words. There are times when a patient needs a pat on the shoulder, or some type of action that says, “I care!” Patients can get discouraged or frustrated, and sometimes they just need to know someone cares. Often, their discouragement or frustration will have nothing to do with chiropractic care. They are just having a tough day or difficult life situations.

Of course, there are always exceptions to the rule. Sometimes you may want to request that your CA ask how a patient is doing by writing a note on a Post-It® in the patient’s chart that says, “Please ask Mr. Jones how he is doing.” It’s likely Mr. Jones will announce in front of your staff and everyone in your reception area that he is doing much better. Another way to encourage this type of exchange is to say, “Mr. Jones, please tell my staff the same thing you just told me. They need to hear it, too. They will be so happy to hear about your success.”

Often, patients will tell staff members how well they are doing and then won’t mention it to the doctor. When patients are enthused about their improvement, your staff should be encouraged to pass that information on to you. This type of positive feedback can help keep you feeling energized about what you do.

Finally, make sure you are focusing on positive comments, gestures, and stories. We are sometimes so conditioned to focus on negativity, that sometimes we may miss the obvious positive events. Each and every day we should focus on being enthusiastic and excited, and we should make an effort to share those stories with others who need to be encouraged and educated. Remember... enthusiasm is contagious!

Ms. Hoy speaks to chiropractic team members throughout the country and is an award-winning team trainer and consultant. She is the author of several books and a team-training manual. She writes a newsletter called “Team Work,” which focuses on chiropractic staff issues. Ms. Hoy served as office manager of Snyman Chiropractic Group in Center City, Philadelphia, for 11 years. She can be reached at 215-674-0130, or check out her website at www.beefitup.net.