You may have heard the adage that “only unhappy people write reviews.” Not true! In this second part of our series on service recovery strategies, we discuss methods to build a positive reputation in your community by encouraging feedback from happy patients.
To achieve these goals, there is a simple three-part formula you can apply in your business today:
- Always strive to exceed your patient’s expectations.
- Let patients know you value their feedback.
- Make it easy for them to share their feedback with you.
For tactical detail, read on.
Exceed Patient Expectations
In Part I of this series, we discussed that patients become unhappy when their expectations are not met by your urgent care. As a result, it’s possible that you receive negative feedback, a negative review online, or a poor NPS score. The good news is that the inverse is also true. When you exceed your patient’s expectations, they’re more likely to leave a positive review.
To continually exceed your patients’ expectations, you’ll need to create a culture of excellence. We’ll get into that in Part III of this series. For now, here are some questions for you to consider:
- Do I involve my employees in regularly reviewing patient feedback?
- Do I use negative feedback in a punitive or positive way?
- Do I reward my employees for consistently exceeding patient expectations?
- Are my employees engaged and sharing thoughts and ideas on how to improve the patient experience?
Should You Ask for Reviews?
Calibrater Health has a strong opinion on this. Our answer is absolutely yes! That’s because patient feedback is the key to transforming your patient experience. And we’re all about patient experience. So, I guess you could say we’re biased.
Many review platforms agree—and even make it easy for you to request reviews. Google My Business, for example, offers a review request form. Simply copy your business’ unique form link to share it with patients, or you can use the built-in options to share via Facebook, WhatsApp, Twitter, or email.
Review platforms differ, however, on their policies for review requests. Yelp, for example, explicitly prohibits all businesses from requesting reviews. But you can still encourage Yelp reviews indirectly.
If a patient knows that you have a profile, they’re more likely to leave a review there. So, if you’re already providing a service that exceeds the patient’s expectations, add a sign on your window, intake desk, or door to let them know you’re on Yelp and you value their feedback.
Make it Easy for the Patient
It’s not enough to just let the patients know you’re on Yelp. Make it easy for your patients to leave positive reviews. Display your Yelp sign on the inside of the door they’ll use to leave. Add a QR code to the sign that a patient can scan on their way out that takes them straight to your page on Yelp. And develop employee talking points that mimic the phrasing on the exit door sign.
For example, a healthcare provider could use the seed phrase “Have I met or exceeded your expectations for today’s visit?” Then, as the patient leaves, they will observe a sign that says, “Did we exceed your expectations for today’s visit?” with a QR code that links them directly to Yelp.
Calibrater Health takes the easy review request a step further via automation. The Calibrater SMS survey flow works by first asking the patient an NPS question (rate the experience on a scale 1 to 10), then asking an open-ended question about the experience. This second question is customized to reflect the sentiment expressed in the first question.
There is then a third question: “Would you like to leave a review online?” They’ll be given options, such as Google or Facebook, to click on to share the news about their fantastic patient experience. The comment field will be auto-populated with their response to the open-ended question, making it that much easier to tell the world how great your urgent care is.
- Begin creating a culture of service excellence in your organization.
- Solicit patient feedback through text messaging to capture negative reviews before they reach the internet.
- Buy or print signs that show you are on review sites and care about patient feedback.
- Buy or print signs with QR codes to make it easier for happy patients to leave their reviews.
In part-one we discussed how to capture patient complaints before they make it online. In part two we have discussed how to get more positive reviews. In part three, we will go into more depth with insights and advice on how to create that culture of service excellence in your own urgent care business.
Service Recovery Best Practices
We interviewed clinic managers, providers, and patient experience managers from our customer base to help identify the most crucial components of service recovery in the healthcare industry.