The patient database is one of the practice’s most valuable assets. Optometry is fortunate in that other retailers do not have the luxury of routinely collecting every customer’s personal details. The database can be used to communicate with
patients to keep them informed about your practice and to send recalls for routine eye care examinations. It serves as a tool to cement long-term relations with your patients. Nothing new about all of this; however, the digital age has arrived and put patient communication and social media interaction on steroids! Your management software should have a sophisticated Customer Relations Management module to extract the full benefit from patient communications. It represents the engine that will ensure continuity and bring patients back. An optometric practice with a low patient return rate is staring peril in the face. The state of the patient database can adversely affect its true value. It stands to reason, therefore, that every effort must be made to ensure that it is in a healthy state.
Database update
A database complies with the adage: “Garbage in, garbage out.” Accurate
data capturing up front is vital for the efficacy of the database. It is
wise to highlight the importance of this regularly to frontline staff to protect the database. However, over time, the database will inevitably corrupt. If the practice operates on an online, paperless software package, it will significantly enhance the integrity of the database. An optometric database should be cleaned every three to four years. This may be seen as a laborious chore, but it will be worth every effort because it has a good chance of driving an uptick in turnover.
The objectives
- To update the patient’s contact and medical aid details.
- To ask if the patient is prepared to receive an email or WhatsApp.
- To make a positive statement about the practice.
- To offer an appointment, if one is due.
Setting Up a Call Centre
The idea is to appoint two or three people to work in four-hour shifts to systematically call each and every patient and update the master files. Longer shifts could be counterproductive because maintaining a high standard of emotional labour over too long a period would be challenging. In conclusion, an hourly-paid agreement would be best. Cold calling to sell products is never well received by the public, but, in this instance, a relationship already exists. However, one must respect the fact that the call may be an intrusion to the patient, and the caller may have to back track out of it quickly and smartly.
The decision to retreat should be made within the first few seconds. A telephone call will be judged as coming from either a friend or a foe. Therefore, care must be taken not to upset patients if they are not willing to engage immediately. To this end, the call centre team must be carefully selected and supervised. One must resist the temptation to try to get away with paying as little as possible for this project. The investment here will produce a very handsome return, so it is best to pay well and get the best people for the job.
The technique
- At the outset, the caller must identify herself and the practice.
- Ask if it is convenient to update records.
- Back off if resistance to engage is sensed.
- Request an alternative if it is not a good time.
- Take only three minutes per call.
- Read out the details on record and let the patient respond yes or no.
- Proceed to correct the details here as necessary
- Ask permission to use email and WhatsApp.
- Make a positive brand statement
- Offer an appointment
Keep a journal
Any negative comment a patient may make about a previous encounter with the practice must be recorded, along with their name and phone number. The optometrist can then follow up to restore the relationship. It is best to deal with the truth, as tough as it may be. At least you have been afforded the opportunity to do something about it. A disenchanted customer could seriously impact your brand.
Brand statements
The team should be armed with examples of positive brand statements about the practice, which could be used during the conversation.
Examples:
- “Please bear in mind that when you come in again, we will have your fundus photos and complete records ready for you.”
- “We are now offering a much bigger frame selection.”
- “Our new summer styles have just arrived.”
- “Remember that you can come in any time to have your spectacles realigned.”
- “If you have any questions about your eyes, I will ask our optometristto call you.”
- “Do you know about our clinic day?”
- “Our practice has taken on a new partner who is a specialist in sports vision.”
- “We can make an early-morning appointment, if it suits you better.”
- “Did you know that we can make your spectacles the same day?”
Conclusion
Experience has proven that this project can all but guarantee a significant increase in appointments. On the other hand, if the practice has a poor name and many unhappy patients, that reality will be revealed, too. Patient comments will be clear indications of problem areas, and this will place the owner in a position to do something about it. The digital age has arrived and has become a key marketing and communication tool, but its success also depends on accurate contact details.
The success of the project depends on the calibre of the caller and the team’s effective supervision. At the end of it all, the database will be clean and valuable.
PS. How to create a Killer Recall System – read it here: www.humint.co.za/blog/articles-1/create-a-killer-recall-system-with-humint-18