Part 3 of a 4-part series designed to offer small practice providers tips on improving administrative and clinical operations.
A sure sign that you’re providing good customer service is that people want to do business with you. In healthcare, this means patients want to come back to receive their care from you.
But busy physician practices (in other words, all physician practices!) sometimes find it difficult to focus on customer relations. Office staff is typically pulled in many directions: answering the phones, tracking down medical records, checking eligibility and coverage, and so on. Employees are stretched thin and may neglect those little things (and, sometimes, big things) that make patients feel appreciated and truly cared for. It’s important not to let this slide. Patients’ experiences during the entire visit determine if they return for a next appointment, how (and if) they pay their bill, and whether or not they refer others to the practice.
A positive customer experience starts before patients ever step foot in your office, often with a visit to your website. These days, most consumers turn to the Internet when they need information. Your website can offer a treasure trove of detail about your practice: location and directions, policies, provider profiles, etc. And, increasingly, patients expect a secure portal so they can easily schedule an appointment, request a medication refill or ask a question.
Equally important, of course, is what happens when patients arrive. It seems obvious, but welcoming the patient to the practice is absolutely vital—and it is astonishing how often this simple gesture is overlooked. When you walk into any other business—a store, restaurant, etc.—the first thing you usually hear is “Welcome!” A doctor’s office should be no different. A warm greeting, accompanied by eye contact, immediately puts a patient at ease and establishes rapport.
Every member of office staff should be encouraged to build rapport with patients—communicating genuine concern and warmth. Besides checking how patients are feeling, for instance, they can also ask about work, the kids or a recent vacation. This human connection allows patients to see the staff as personable and trustworthy—much more than just “the receptionist” or “the nurse.”
Although it might be hard to believe, being direct and upfront about the cost of care also contributes to good customer relations. Clear communication about copayments and deductibles can help prevent unpleasant financial surprises down the line—which, not surprisingly, upset patients. They are more apt to pay their bills in full and on time if they are fully aware of policies and balances due.
Treating patients well builds loyalty; they trust and respect you. And this creates a sense of mutual responsibility—and an environment where patients are willing to fulfill their obligations to your practice. Besides providing excellent care, your objective is to win and keep patients. Every staff member, regardless of responsibility, should be trained and committed to delivering the best customer service possible.
Emdeon offers a broad array of solutions to help small practices create a patient-friendly environment. With technology to automate insurance eligibility verification and online payment options that free staff to devote more time to customer service, we can help you achieve your goals.
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Good customer relations builds loyalty and encourages timely payment
