Have you ever walked into a place for the first time and felt like a fish out of water?
If so, you can probably relate to my first visit to Jimmy John’s.
I was driving back from an afternoon visit with a client when the sign “World’s Greatest Sandwich” caught my eye. Hungry and curious, I took the next exit and followed the signs towards the red JJ logo.
The line was modest for peak lunch hour. And as I approached the counter, the man in front of me rattled off his menu selection really fast leaving me little time to check out the menu written on a chalk blackboard overhead.
“May I help you?”
I was feeling a little pressure to pick something to keep the flow of the crowd behind me going. So I quickly selected a number 4 and then, having observed the guy in front of me, I moved to the side looking for my next move.
Now I was thinking, “OK, where do you get the chips? Where is the beverage machine?”
It wasn’t a horrible feeling, but it was a little bit disorienting and uncomfortable.
Is it possible that your new patients feel the same?
What do your patients experience the first time they walk into your practice? Do they, too, feel like a fish out of water?
Few people are eager to go see the doctor or dentist in the first place.
So what can you do to make patients feel more welcome?
Send A New Patient Packet
When something is unfamiliar to us, or when we don’t know what to expect, it can cause us to feel anxious and uncomfortable.
My first experience at Jimmy John’s would have been better had I known what to expect up front.
Melinda Spitek, CEO of Hycomb Marketing, suggests that doctors and dentists use a New Patient packet to educate first time patients to ease their doubts and fears.
She writes, “[Imagine that] your new patient receives your colorful, professional New Patient packet the day after they called to make the first appointment. There’s a brochure, an appointment card, health history forms, even a welcome letter – plus a complimentary copy of your newsletter. Effectively, each piece responds to a different unasked question, building confidence and commitment on the spot!”
Here’s how the components work together:
- The Welcome Letter is a conversational greeting between you and your new patient – the equivalent of eye contact and a handshake.
- The Welcome Brochure introduces you and your office philosophy. It outlines your clinical credibility, maps your location, and lists your services. And, most importantly, it answers the unasked questions: Will you understand my fears? How do you handle an emergency? Will you accept my insurance? What other payment arrangements are available? This brochure would also point the patient to a website that might have additional frequently asked questions and answers.
- The Appointment Card confirms the date and time – subconsciously strengthening resolve to keep the appointment.
- The Health History forms let patients know what information must be gathered before you can provide treatment.
- Your Practice Newsletter demonstrates your commitment to informative communication with your patients.
Conclusion
Sending a New Patient packet is a great start to making the patient’s first office visit a pleasant one.
Today’s healthcare consumer, who is becoming more vested in their personal healthcare options, will also be more likely to tell their family and friends of the great treatment they received from your office.
How about your practice? Are you doing this? Or are you doing other great things to create patient loyalty?
Share how you make patients feel welcome at your practice in the comments below.
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