A couple of weeks ago my family and I were vacationing in Ashville, North Carolina. We rented this very cool chalet on a ski resort on a beautiful mountain. It was serene. And amazingly, the place was almost empty. It was beautiful, with every early morning spent with my amazing bride, Lisa, green tea in hand, gazing at the beautiful mountains as the sun softly climbed into the sky. Man, this was peaceful! And what made this even better was that Dr. Jim Hoven (a hugely talented executive at HealthSource) and his wonderful wife, Shawna, were with us.
Well let me tell you, we did some serious running up and down the slopes and up a few thousand steps at Chimney Rock. This was exhilarating and fun! And one day, after we finished white water rafting, we stopped at the ski resort’s ‘sundry’ shop to look around. Here’s what we saw. Tumbleweed was blowing down the aisles. No one was present. No employee was there to sell us some tea or snacks, even though there were things to buy on the shelves; not a ton of things, but items were present and for sale. As it turns out, the only employee around was next door surfing the web.
So what’s this got to do with you losing a New Patient?
Here’s the deal. Most coaches out there teach you to do things like structuring your practice so that it serves your needs first. Most of the docs I’ve met believe this to be true. It couldn’t be further from the truth. Do this at you and your practice’s peril. It must be all about your patient and your patient’s experience, not yours.
Jeff Bezos, the CEO of Amazon.com, one of the most successful companies in the world, put it this way: “We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.”
Are your patients ‘invited guests’ to the party? Is it all about them and their convenience and not yours?
Tony Hsieh, the CEO of Zappos.com, put it another way: “We asked ourselves what we wanted this company to stand for. We didn't want to just sell shoes. I wasn't even into shoes - but I was passionate about customer service.” Zappos.com is an incredible success and it was sold to Amazon for 1.2 billion dollars only 10 years after it was founded. How could it be worth so much? They focused most of their attention on their customers, not their own comforts and convenience.
Indulge me one more time. Mark Cuban, the owner of professional sports teams, entrepreneur and the guy on Shark Tank, said: “Make your product easier to buy than your competition, or you will find your customers buying from them, not you.” This means exactly what it says, which is that your service must be highly convenient for your patients, and not based on your perceived needs.
Certainly you can name some people that have built some financially successful practices while having the focus entirely on them, but they are few and far between. And worse, they leave no lasting legacy behind. The company never achieves the highest basic need of humans, which is to do something bigger than ourselves. That’s a shame, and it makes for a one or two-dimensional life at best.
What’s all this mean to you? It means make your office all about your patient and their wonderful experience. At HealthSource we call this WOWing the patient on each and every visit. It means exceeding their expectations. It means making it easy for them to chose care in a HealthSource office by having convenient hours, affordable payment options, filing the insurance for the patient, making it a fun and zany environment each day, and it means the patient gets the very best care possible to get the most incredible results available.
Does your office match the last paragraph? It should. If not, shoot me your questions to firstname.lastname@example.org and I’ll get back to you personally. Remember, it should always be ‘what’s best for the patient’, not the doctor.
All the best,
Chris Tomshack DC
HealthSource Chiropractic, Inc.