Unveiling the Science of Human Decision
MARKETING
Hidden Strategies for Clinic Success Beyond Advertising
Laura Leszczynski
Meet Our Team
YENTZ FAMILY CHIROPRACTIC
A text follows the first appointment with live links to meet the team, which fosters connectivity.
IN THE RAPIDLY EVOLVING FIELD of chiropractic care, ensuring patient satisfaction and retention extends far beyond advertising. A comprehensive patient journey, marked by attention to detail and personalized care, is critical.
With over 30 years of experience in branding and marketing, I’ve seen the transformative impact of a well-crafted patient experience. As the chief marketing officer for SoftWave shockwave technology, I am passionate about sharing invaluable insights drawn from my extensive neuromarketing expertise and handson experiences with leading practitioners.
Why This Conversation Matters
Throughout my career, I’ve been dedicated to understanding the intricacies of the customer and patient experience. Despite the wealth of resources available, many practices either overlook or undervalue the significance of these experiences.
My revelation came after visiting one of our provider clinics, Yentz F amily Chiropractic, where I observed the profound impact of an intentional and well-executed patient journey Dr. Yentz’s approach — from pre-appointment interactions to personalized welcomes and unexpected follow-ups — showcases how detailed attention can significantly enhance patient loyalty and clinic success.
The Importance of Going Beyond the First Consultation
Patient engagement doesn’t end after the first consultation; it’s a continuous process that demands consistent, personalized communication. Statistics from the American Academy of Physician Associates (AAPA) highlight the staggering benefits of this approach:
• Patient Communication and Loyalty: 86% of patients are more likely to remain with a provider who offers ongoing, personalized communication.1 Simple gestures such as personalized text messages from staff can create a significant difference in patient perception and loyalty.2
Hi LAURA , Just checking in. How are your homecare exercises going? Do you have any questions? -Yentz Family Chiropractic
Unexpected texts make the patient feel cared for and special.
• Patient Retention: Clinics focusing on patient engagement beyond the initial visit see a 50% higher retention rate.2 For instance, Dr. Yentz’s practice sends personalized follow-ups and exercise demonstration videos, ensuring patients feel cared for and are more likely to adhere to their treatment plans.
• Patient Satisfaction: Personalized interactions can increase patient satisfaction scores by 30%. Understanding and support from healthcare providers are paramount, with 70% of patients prioritizing these aspects, according to a study by Deloitte.1
The Role of Neuromarketing Triggers
Neuromarketing is an interdisciplinary field that combines neuroscience and marketing principles to understand consumer behavior. It uses techniques such as brain imaging, eye tracking, and biometrics to study how consumers’ brains respond to marketing stimuli, including advertisements, product packaging, and branding. By analyzing these physiological responses, businesses/clinics can gain insights into what drives decision-making and optimize their marketing strategies to better connect with their target audience.
Neuromarketing triggers, as outlined by Robert Cialdini, play a crucial role in shaping patient satisfaction and retention. In health care, trust and likeability are significant influence triggers. For example, personalized text messages with team photos foster a welcoming environment, enhancing trust and connection from the very beginning.
Successful Strategies for Patient Engagement
• Personal Connection: Using a patient’s name in communication can significantly enhance feelings of familiarity and trust. Research by Dale Carnegie Training shows that such personalization can build rapport and make interactions more positive. Dr. Yentz’s team is trained to greet patients with a friendly hello and recall something personal from their last interaction, such as asking about a recent family dinner or how a big meeting went.
• Customer Experience: According to Customer Thermometer, 68% of customers are more likely to return to a business if greeted by name, and 56% are more likely to refer a business that personalizes their experience.3
Incorporating these personal touches in healthcare settings can create a more engaging and satisfying patient experience, ultimately boosting retention and satisfaction.
What Not to Do
Avoiding common pitfalls is equally important. Practices must steer clear of impersonal, generic communication and ensure every interaction is tailored to the individual patient’s journey.
The Role of Priming in Clinic Satisfaction
Priming involves the use of subtle cues in the enviromnent to influence patient perceptions and behaviors. In a clinic setting, this translates to effective use of signage, banners, and other visual cues. Research indicates that visual cues can guide decision-making processes,4 making spaces feel more navigable and welcoming, thereby reducing patient anxiety and increasing satisfaction.
Effective Referral Strategies
Referrals are a powerful tool in clinic growth, rooted in psychological principles of trust and social proof:
• High Trust Level: Referrals come from trusted sources, making them highly effective.
• Increased Reach: Satisfied patients can significantly extend a clinic’s reach through their networks.
• Cost-Effective: Referral marketing is often more cost-effective than traditional advertising.
For instance, Dr. Yentz’s practice carefully times out the
introduction of referral postcards to encourage satisfied patients to share their positive experiences, further driving clinic growth and patient satisfaction.
Consistency and Personalization in Patient Communication
Consistency and personalization are key to effective patient communication.
A study shows that 68% of patients are more likely to recommend a practice that offers personalized communication.2 By maintaining regular, personalized interactions, clinics can foster a sense of care and support that significantly enhances patient loyalty and satisfaction.
Enhancing the Patient Experience
At SoftWave, we place high regard on optimizing the patient’s journey. Our clients receive a Jumpstart Kit that includes a wealth of resources — from phone scripts to email blast copy, brochure art, banners, signage, and even social media posts. These materials are designed to introduce our technology and prime the 3D space to encourage inquiries about SoftWave Therapy.
This approach ensures that patients receive consistent, personalized communication and feel valued from their first interaction with the clinic, which is crucial for enhancing patient satisfaction and retention. By leveraging comprehensive resources and strategies, healthcare providers can significantly improve the patient’s experience and foster longterm loyalty.
The patient’s journey is a crucial element of clinic success
By focusing on personalized care, leveraging neuromarketing triggers, and implementing effective engagement and referral strategies, chiropractors can significantly enhance patient satisfaction and retention.
In a MedCity News article, Erica Jain hit the nail right on the head when she wrote, “A great patient experience is a key differentiator — a competitive advantage — but it will soon become table stakes for any healthcare provider.”5 This shift is happening. From the innovative modalities like shockwave therapy to the way patients schedule appointments, the landscape is evolving.
“Have you positioned your practice and team to be set up and ready? Don’t miss out!”
Have you positioned your practice and team to be set up and ready? Don’t miss out! Partner with companies that help you optimize your patient experiences and achieve long-term success. By doing so, you can meet and exceed patient expectations, ensuring your practice thrives in an increasingly competitive market.
Laura Leszczynski is the chief marketing officer for SoftWave TRT, an advanced shockwave technology compa' ""W ny. She is a neuromarketing strategist, author, speaker, . ~ JR anc* business mentor who helps businesses achieve * strategic, intentional, and profitable growth. Laura specializes in innovative marketing solutions. Contact Laura at [email protected], 414-587-9181, orsoftwavetrt.com.
References
1. American Academy of Physician Associates. The patient experience: perspectives on today’s healthcare [Internet], Alexandria, VA: American Academy of Physician Associates. Available from: https://www.aapa.org/research/patient-experience/ and download the report at https://www.aapa.org/download/113513/7tmstv= 1684243 672
2. American Academy of Physician Associates. AAPA 2023 highlights research, technology, and innovation redefining the patient experience [Internet], Alexandria, VA: American Academy of Physician Associates; 2023 May. Available from: https://www.aapa. org/news-central/2023/05/aapa-2023-highlights-research-technology-and-innovation-redefining-the-pati ent-experience/
3. Customer Thermometer. C SAT Stat of the Month [Internet]. Sussex, Great Britain: Customer Thermometer. Available from: https://www. customerthermometer.com/customer-satisfaction/ csat-stat-68-percent/
4. IONOS. What is neuromarketing? Neuromarketing: the way inside the consumer’s brain [Internet], Montabaur, Germany: IONOS; 2020 Mar 10. Available from: https://www.ionos.com/digitalguide/online-marketing/online-sales/what-is-neuromarketing/
5. Jain E. Patients as savvy consumers: demand for personalized care drives healthcare services market. Cleveland: MedCity News; 2022 Oct 11. Available from: https://medcitynews. com/2022/10/patients-as-savvy-consumers-demand-for-personalized-care-drives-todays-digital-healthcare-services-market.
