Increase Patient Conversion, Retention, and Referrals
Through Focus on Details That Are Often Overlooked
Nancy Singleton
I walked into a clinic recently and immediately noticed magazines strewn across a table in the middle of the room. The floor desperately needed to be vacuumed, and the chiropractic assistant behind the desk didn't even look up or smile. It was not a great first impression.
Have you ever noticed that there is an "energy" when you go somewhere? Restaurants, stores, and, yes, even doctor's offices all have an energy about them. Think of energy as a way it makes a person feel. Some places feel great and invite people to stay or come back, while other places feel uninviting, which discourages repeat business. Energy is contagious and can lift or bring down someone's mood.
It's important to cultivate a positive energy in your chiropractic office. The feeling or energy in your office influences decisions that patients make about accepting care, continuing care, and referringtheir friends. People don't return to places that make them feel uncomfortable, so it's important to pay attention to every little detail that may influence how patients feel in your office. A positive environment can help increase patient conversion, retention, and referrals.
Chiropractors spend hundreds of thousands of
“some places feel great and Invite people to stay or come back, while other places feel uninviting, which discourages repeat business.39
dollars on education and starting a practice. Once a practice is underway, the focus is taking care of the patients. Often the doctor will simply be so busy with patient treatment and running a business that other details fall through the cracks. As a chiropractic assistant, you can keep your eyes on these little details that impact office energy.
There are four areas that play a role in creatingthis positive energy, which in turn affect the success of the business. Take some time each week to stop and identify areas where your office needs improvement. It's important to focus on the exterior of your office, the interior of your office, how the staff looks, and how the staff acts.
Regularly use the following checklist to help analyze your office.
OFFICE CHECKLIST
Exterior
• Can patients clearly identify your building?
• Is the lettering or lighting on the signage in good repair?
• Is the parking lot clean and easy to access?
• Is your office number and name on the directory and easy to read?
• Are your walks swept and clean?
• Are your windows and doors clean?
• Is your landscaping kept up?
Interior
• Are desks, side tables, coffee tables, chairs, and other surfaces free of clutter?
• Are floors vacuumed and kept free of dust and debris?
• Are the blinds, windowsills, plants, and picture frames dusted?
• Does the office smell fresh?
• Are bookcases, computer areas, tables, and counter spaces neat and clean?
• Are bathroom counters, sinks, toilets, floors, baseboards, walls, and cupboards clean and fully stocked?
• Is office decor updated and inviting?
• Are all educational posters properly framed?
• Is equipment all in good working order?
• Is there a place for everything, and is everything in its place?
Doctor and Staff Appearance
• Is there an office standard for how each team member should be dressed?
• Is the entire team dressed appropriately and professionally according to office standards?
• Are uniforms cleaned and pressed?
• Does everyone wear a nametag?
Doctor and Staff Mannerisms and Attitudes
• Are staff members positive and friendly to patients?
• Does each staff member greet each patient by name and use the patient's name throughout the visit?
• Are staff conversations professional?
• Have staff members been taught to turn negatives into positives with empowering questions, such as, "What's great about this?"
• Are staff members well versed in all services and products in the office?
• Are there specific activities to encourage staff members to support each other?
Although these suggestions seem obvious, far too often these minor details are overlooked and eventually affect the practice in a negative way. As you review and return to this checklist, take the time to make necessary corrections. Strive for constant and continual improvement. Taking the time to pay attention to these finer points will help you create and maintain a positive energy environment in your practice.
Nancy Singleton is a 1989 graduate of the Los Angeles College of Chiropractic Assisting. She has been consulting and helping doctors grow their practices for more than 25 years. She and her husband, Dr. Todd Singleton, are the founders of SingletonSystems.com. Together, they teach
chiropractors how to implement multiple cash systems into their existing practice utilizing effective marketing techniques. For more information about this article, contact 801-770-6977 or e-mail [email protected].
