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How to Leverage Loyal Patients
to Improve Revenue
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Scott Hebert Ryan Klepps Darryl Yardley
PT, DPT WebPT Director of Product Management, PRM Co-Founder of Strive Labs PT, DPT WebPT Director of Onboarding and Member Education Co-Founder of Strive Labs PT, FCAMPT Manager of Therapy Services at the Brant Community Health System Chair of Private Practice Division of the Canadian Physiotherapy Association
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Who here measures satisfaction?
Ryan
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What is your score? Ryan
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Measure the experience.
Ryan
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Measure the experience.
Ryan
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The problem(s) with satisfaction
The ceiling effect Ryan
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The problem(s) with satisfaction
Sampling bias Ryan
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The problem(s) with satisfaction
Environmental bias Ryan
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The problem(s) with satisfaction
Poor sensitivity Ryan
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Should you measure satisfaction?
Ryan
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"Customer satisfaction is worthless. Customer loyalty is priceless."
Jeffrey Gitomer Scott
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Scott
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My Expectations Don’t Crash Be On Time Scott
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Personal TV More Leg Room Free Wifi Mobile App
Scott
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"Repeat business or behavior can be bribed. Loyalty has to be earned."
Janet Robinson, Former President and CEO of the New York Times Scott
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Measure the experience.
Satisfaction Loyalty vs. Scott
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Who here measures loyalty?
Ryan
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Net Promoter Score® (NPS®)
Measuring Loyalty Net Promoter Score® (NPS®) Ryan
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Measuring Loyalty “How likely would you be to recommend our practice to a friend or family member?” Ryan
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NPS® = % Promoters - % Detractors
Measuring Loyalty NPS® = % Promoters - % Detractors Promoter: Score > 8 Passive: Score of 7 or 8 Detractor: Score < 7 Ryan
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Why measure NPS®? EASY TO DIGITIZE ONE* QUESTION HIGHLY SENSITIVE
IDENTIFY TRENDS BENCHMARKS AVAILABLE CAN BE REPEATED DURING CARE Ryan
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On average, detractors attend 5 fewer visits than promoters.
Why measure NPS®? On average, detractors attend 5 fewer visits than promoters. Ryan
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NPS Campaign Checklist
Need-to-haves: Ability to send via and/or text Process for sending based on rules/events such as IE date, visit number, or D/C date Dashboard Compliance with HIPAA standards Nice-to-haves: Integration with EMR Automated NPS process Scott
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What’s a good NPS® Score?
52 What’s a good NPS® Score? 89 10 Scott
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Scott
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What’s a good PT NPS® Score?
Bottom 10% < 75 What’s a good PT NPS® Score? Average 84 Top 10% > 90 Scott
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Manage reputation. Scott
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Manage reputation. Target promoters. Scott
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Manage reputation. Goal: Rank first in Google local search results within three months and obtain at least ten 5-star reviews. Right Message: Review request Right Patient: NPS® Score > 8 Right Time: Three days after NPS® survey completion Scott
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A 1-star improvement can translate to a 5-10% increase in revenue.
Manage reputation. A 1-star improvement can translate to a 5-10% increase in revenue. Source: Luca, M. Reviews, reputation, and revenue: the case of yelp.com. Harvard Business School, working paper 2011; Ryan
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Optimizing for Search Organic results Title tags URL structure
Meta description Description + Google NAP (name, address, phone number) consistency Ryan
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Organic results matter.
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Title Tags Ryan
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URL Structure Ryan
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Meta Description Ryan
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H1 Header Ryan
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Description and Google
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NAP Consistency Name Address Phone Number Ryan
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Credibility / Reliability / Consistency
SEO Strategy Credibility / Reliability / Consistency Keith
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Increase reactivation.
Scott
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Increase reactivation.
1 in every 2 adults will suffer from a musculoskeletal condition. Scott
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Increase reactivation.
Goal: Capture an average of five patient reactivations per month in the next six months. Right Message: Free wellness screen with associated landing page Right Patient: NPS® Score > 8 Right Time: Six months after discharge Scott
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Increase reactivation.
Acquiring a new customer is 5-25x more expensive than retaining an existing one. Source: Gallo, A. The value of keeping the right customers. Harvard Business Review, Scott
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Coach staff. Ryan
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Coach staff. Ryan
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Coach staff. Ryan
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Coach staff. Ryan
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Questions?
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Thank you.
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