What kind of relationship is there between your practice and your patients (past, present and future)? As with any relationship, communication is key – but how you communicate could mean the difference between a “one night stand” and a lasting love story for the ages!
Data from Responsys shows that an orchestrated consumer experience is the key to building a lasting practice / patient relationship. When every interaction is about making the patient happy, they know you care and the feeling slowly becomes mutual.
Is your communication methodology up to par when it comes to cultivating long term relationships? Here’s what the data can tell us about what patients want:
Patients Love to be Wooed
Just like the box of chocolates or bouquet of flowers, giving your patients that extra something special “just because” can have a significant positive impact on how they feel about your practice!
- Nearly 75% of all consumers surveyed say they can see themselves in long term relationships with brands that offer rewards for customer loyalty.
- Nearly 60% say they sometimes choose one provider over another simply because of a special offer or targeted marketing they have received.
- However, less than one third of consumers say that the brands they love send them offers or promotions that interest them. What a waste of an opportunity!
Your practice can take advantage of these facts by offering new patient specials, existing patient discounts, incentives for patient referrals and so on. Be careful, though – one size does NOT fit all and many patient / practice “break-ups” occur because of poor communication (sound familiar?)
Send the Right Messages at the Right Time
An extremely large percentage of consumers leave even a well liked brand due to overly aggressive or poorly targeted marketing.
- Over a third of US adults say they stopped using a product or service due to the brand sending them a constant barrage of content that was in no way pertinent or useful to them, that was disruptive or that was poor quality.
- Over half of those adults say the brand in question sent these message over and over on multiple channels.
- 33% of consumers say they have stopped using a brand because the marketing was too “generic” and appeared to be mass produced instead of tailored to their needs.
You can make your marketing more effective and less disruptive by carefully sorting your patients into groups and targeting each group according to their needs, past experiences, recent interactions and future worth to your practice.
Don’t let your love affair with your patients wither on the vine. Court your patients carefully, with respect and devotion (no stalking!) and you’ll see a significant improvement in long term relationships for your practice!
Check out this terrific infographic for more on brand / consumer relationships: