1. How to Leverage Loyal Patients
to Improve Revenue

2. 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

3. Who here measures satisfaction?
Ryan

4. What is your score?
Ryan

5. Measure the experience.
Ryan

6. Measure the experience.
Ryan

7. The problem(s) with satisfaction
The ceiling effect
Ryan

8. The problem(s) with satisfaction
Sampling bias
Ryan

9. The problem(s) with satisfaction
Environmental bias
Ryan

10. The problem(s) with satisfaction
Poor sensitivity
Ryan

11. Should you measure satisfaction?
Ryan

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

13. Scott

14. My Expectations
Don’t Crash
Be On Time
Scott

15. Personal TV More Leg Room Free Wifi Mobile App
Scott

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

17. Measure the experience.
Satisfaction
Loyalty
vs.
Scott

18. Who here measures loyalty?
Ryan

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

20. Measuring Loyalty
“How likely would you be to recommend our practice to a friend or family member?”
Ryan

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

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

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

24. NPS Campaign Checklist
Need-to-haves:
Ability to send via 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

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

26. Scott

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

28. Manage reputation.
Scott

29. Manage reputation.
Target promoters.
Scott

30. 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
Right Patient: NPS® Score > 8
Right Time: Three days after NPS® survey completion
Scott

31. 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;
Ryan

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

33. Organic results matter.
Ryan

34. Title Tags
Ryan

35. URL Structure
Ryan

36. Meta Description
Ryan

37. H1 Header
Ryan

38. Description and Google
Ryan

39. NAP Consistency
Name
Address
Phone Number
Ryan

40. Credibility / Reliability / Consistency
SEO Strategy
Credibility / Reliability / Consistency
Keith

41. Increase reactivation.
Scott

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

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

44. 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,
Scott

45. Coach staff.
Ryan

46. Coach staff.
Ryan

47. Coach staff.
Ryan

48. Coach staff.
Ryan

49. Questions?

50. Thank you.