When looking at patient retention, it’s easy to see it as this daunting task where there’s this algorithm that nobody quite knows the answers to, yet somehow everyone else has it figured out except for you. 

It’s clammy, awkward, and downright intimidating.

However, when you take a step back from it and forgo the “patient retention” title, you can see that it has nothing to do with science and numbers at all, but rather with relationship building. 

Think of it like dating. You need to be able to convince someone why they should actually go on a date with you and from there, continue to show interest in them to make them want to stick around. 

If you do it right, you get to enjoy having this person around for a long time to come. If you do it wrong, it’s clammy, awkward, and downright intimidating.

In a longitudinal study done by Michael Rosenfeld, a sociologist at Stanford, about how couples meet and stay together, he found that over 70% of relationships end within their first year. However, those who make it past that mark have a higher likelihood of staying together as “the longer a couple stays together, the more hurdles they cross together, the more time and effort they have jointly invested into the relationship, and the more bound together they are.”

Patient retention isn’t a race, it’s a marathon from the start. 

And in the idea of building relationships the cliched, but true, concept of “communication is key” still rings true. When it comes to patient communications, it’s important to focus on three key aspects: Collaborative Goal-setting, Proactive Patient Communication, and Unmatched Customer Service.

Collaborative Goal Setting

In a research study done regarding patient’s involvement in treatment goal setting, patient and doctor collaboration had been found to be “repeatedly been associated with improved outcomes … as a component of high-quality care” as it allowed for both patients and doctors to be extremely articulate of what felt attainable in their healthcare plan.

The goal setting process revolved around (1) listening and learning from each other; (2) sharing ideas; (3) agreeing on a measurable objective; and (4) supporting goal achievement.

When you bring your clients into their practice’s goal setting, it allows for everyone to be clear about what they want and how they're going to attain these goals. And more importantly, it allows everyone to be on the same page to celebrate when these goals are achieved!

Proactive Patient Communication

The big goal in patient communication is to make sure that you’ve answered every single question a patient could have about treatment before they could even ask it. By providing patients with the information before they’ve even asked for it, you’re able to easily gain their trust and show that you’ll be there for them in any situation.

Proactive patient communication really comes down to 3 things: (1) communicating in real time, (2) simplifying the process, and (3) thinking ahead.

Simply by keeping the patient an active part of the process, you’re showing them how much you value their time and your relationship with them. Proactive communication doesn’t require overextending yourself, it’s just about keeping everyone involved.

Unmatched Customer Service

It’s important that everyone on your team is onboard to create long-lasting relationships with your patients as every experience matters. While you can have an incredible doctor-patient relationship, if a patient has a poor experience with anyone else at the practice -- it can easily deter them from coming back.

A recent statistic showed that 78% of customers had bailed on an intended service or a purchase solely because of a poor customer service experience. 

It doesn’t matter how great your service is, if a patient’s experience in getting from the door to your chair isn’t exceptional, they won’t be coming back to your practice. 

Hi5 Practice’s Abbey Stanerson recently spoke to Laci Phillips, Co-Founder of Practice Dynamics, about improving the patient experience on her weekly webinar, Let’s E.A.T. with Abbey.

Patient retention isn’t about the short game, and neither are relationships. It’s all about the end goal and process of getting yourself there.

If you take the time to foster relationships with your patients and truly hear their concerns and criticism, there will be less and less of those clammy, awkward, and downright intimidating feelings and more long-lasting, enjoyable relationships.

So let’s get you that second date with your patients… or even better, let’s keep your patients for life.

Published May 3, 2021 10:00am CST