How to Leverage Loyal Patients to Improve Revenue

Scott Hebert Ryan Klepps Darryl Yardley PT, DPT WebPT Director of Product Management, PRM Co-Founder of Strive Labs PT, DPT WebPT Director of Onboarding and Member Education Co-Founder of Strive Labs PT, FCAMPT Manager of Therapy Services at the Brant Community Health System Chair of Private Practice Division of the Canadian Physiotherapy Association

Who here measures satisfaction? Ryan

What is your score? Ryan

Measure the experience. Ryan

Measure the experience. Ryan

The problem(s) with satisfaction The ceiling effect Ryan

The problem(s) with satisfaction Sampling bias Ryan

The problem(s) with satisfaction Environmental bias Ryan

The problem(s) with satisfaction Poor sensitivity Ryan

Should you measure satisfaction? Ryan

"Customer satisfaction is worthless. Customer loyalty is priceless." Jeffrey Gitomer Scott

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My Expectations Don’t Crash Be On Time Scott

Personal TV More Leg Room Free Wifi Mobile App Scott

"Repeat business or behavior can be bribed. Loyalty has to be earned." Janet Robinson, Former President and CEO of the New York Times Scott

Measure the experience. Satisfaction Loyalty vs. Scott

Who here measures loyalty? Ryan

Net Promoter Score® (NPS®) Measuring Loyalty Net Promoter Score® (NPS®) Ryan

Measuring Loyalty “How likely would you be to recommend our practice to a friend or family member?” 0 1 2 3 4 5 6 7 8 9 10 Ryan

NPS® = % Promoters - % Detractors Measuring Loyalty NPS® = % Promoters - % Detractors Promoter: Score > 8 Passive: Score of 7 or 8 Detractor: Score < 7 Ryan

Why measure NPS®? EASY TO DIGITIZE ONE* QUESTION HIGHLY SENSITIVE IDENTIFY TRENDS BENCHMARKS AVAILABLE CAN BE REPEATED DURING CARE Ryan

On average, detractors attend 5 fewer visits than promoters. Why measure NPS®? On average, detractors attend 5 fewer visits than promoters. Ryan

NPS Campaign Checklist Need-to-haves: Ability to send via email and/or text Process for sending based on rules/events such as IE date, visit number, or D/C date Dashboard Compliance with HIPAA standards Nice-to-haves: Integration with EMR Automated NPS process Scott

What’s a good NPS® Score? 52 What’s a good NPS® Score? 89 10 Scott

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What’s a good PT NPS® Score? Bottom 10% < 75 What’s a good PT NPS® Score? Average 84 Top 10% > 90 Scott

Manage reputation. Scott

Manage reputation. Target promoters. 0 1 2 3 4 5 6 7 8 9 10 Scott

Manage reputation. Goal: Rank first in Google local search results within three months and obtain at least ten 5-star reviews. Right Message: Review request email Right Patient: NPS® Score > 8 Right Time: Three days after NPS® survey completion Scott

A 1-star improvement can translate to a 5-10% increase in revenue. Manage reputation. A 1-star improvement can translate to a 5-10% increase in revenue. Source: Luca, M. Reviews, reputation, and revenue: the case of yelp.com. Harvard Business School, working paper 2011; 12-016 Ryan

Optimizing for Search Organic results Title tags URL structure Meta description Description + Google NAP (name, address, phone number) consistency Ryan

Organic results matter. Ryan

Title Tags Ryan

URL Structure Ryan

Meta Description Ryan

H1 Header Ryan

Description and Google Ryan

NAP Consistency Name Address Phone Number Ryan

Credibility / Reliability / Consistency SEO Strategy Credibility / Reliability / Consistency Keith

Increase reactivation. Scott

Increase reactivation. 1 in every 2 adults will suffer from a musculoskeletal condition. Scott

Increase reactivation. Goal: Capture an average of five patient reactivations per month in the next six months. Right Message: Free wellness screen email with associated landing page Right Patient: NPS® Score > 8 Right Time: Six months after discharge Scott

Increase reactivation. Acquiring a new customer is 5-25x more expensive than retaining an existing one. Source: Gallo, A. The value of keeping the right customers. Harvard Business Review, https://hbr.org/2014/10/the-value-of-keeping-the-right-customers Scott

Coach staff. Ryan

Coach staff. Ryan

Coach staff. Ryan

Coach staff. Ryan

Questions?

Thank you.