Many books have been written, lectures given, consultants hired, and strategies developed, all in the name of ‘healthcare marketing’. Seasoned practitioners have adapted to the changing marketplace to create a tempo that successfully sustains their business. New practitioners, perhaps still unsure of what tactics work best for their marketplace, continue to improve their skills for the purpose of growing their business.

Even the most successful marketers confront issues that could damage the hard work put into marketing efforts: Internal change. The recruitment – and retention – of good front line service employees is a critical component in any business.

No matter how much you promote the quality of your practice, if the patient encounters a negative environment, the likelihood of that patient returning, or even coming in for the first visit, diminishes greatly. If the feedback to the referring physician is good, then the referrals increase, and a good outcome is reached.

• Receptionist:   The first voice heard on the telephone is sometimes hurried, difficult to understand, impatient, or bored.  To add insult to injury, the telephone is answered  ”physical therapy….”, making the patient wonder if he or she has reached the correct number.
• Billing Manager collecting co-payment or deductible:   Because the credit policies were not defined to the patient prior to the first visit, the encounter is  embarrassing, public and/or patronizing.
• Back office tech/assistant:  Cheery and willing to share the details of a great party the night before, seems more interested in the social aspects of life than the patient’s well being.