This article was originally published in a sponsored newsletter.
Making phone calls can be daunting sometimes, especially for people with communication challenges, like me and others who stutter. Recently when I needed to schedule an eye exam for my daughter, I was reminded of the importance of a practice offering multiple communication options to meet patients where they are when they’re choosing a provider. This week, let's talk about leveraging empathy and explore how considering additional communication methods can lead to more effective appointment scheduling and increased revenue.
While traditional phone calls remain popular, providing alternatives such as texting, online forms, or direct messaging through social media can significantly reduce barriers to communication. For instance, after I researched local eye care practices and narrowed it down to three choices, I noticed that one practice offered an option to text the office. This choice played a pivotal role in my decision: I opted to text instead of call, and the practice earned a new patient over its competitors.
Also, consider the case of OXO kitchen tools, which were initially designed with arthritis patients in mind, but ended up benefiting a much wider audience due to their ergonomic design. This example illustrates that enhancements made for specific groups can often have universal benefits — a principle that can directly apply to patient communication strategies.
Similarly, Starbucks shows the value of reducing friction in customer interactions with order-ahead service available via its app. While I prefer the coffee at my local shop and I like to chit-chat with the team there, the convenience of Starbucks' system often sways my decision.
These lessons are directly transferable to our practices: By minimizing steps in the appointment scheduling process (reducing friction) with accessible communication options, we can attract and retain more patients.
Key Takeaways
Diversify Communication Channels and Reduce Friction: Offer multiple ways for patients to schedule appointments. Whether it’s through texting, an online booking system or chat bot, ensure that patients can choose the method that best suits their comfort and needs.
Monitor Key Performance Indicators: Track how many appointments you book through each communication method to identify which channels are most effective and where there may be room for improvement.
Learn from Broader Companies: Learn from companies like OXO and Starbucks. Pay attention to businesses that make buying their products or services easy and convenient.
By integrating empathy and technology into our practice management strategies and accommodating individual preferences, we can improve the scheduling process and enhance overall patient satisfaction. This approach not only supports those with specific communication needs, but also streamlines interactions for all patients, driving growth and success in our practices.
