Connecting with patients is key to providing high-impact care. Today’s providers need to offer a seamless experience at five critical touchpoints to ensure that patients remain engaged, and their expectations are met. Here’s what to know.
Touchpoint 1: Seeking Out Care
Patients increasingly seek out online profiles and reviews or providers before making that first appointment. This means that healthcare providers with a robust digital presence will always win out against those who don’t. Ensure that your digital presence is strong, up to date, optimized for SEO, and bolstered by genuine reviews from real people. Yelp, Google My Business, social media, and local care directories are all vital for making that all-important first impression. Professional photography of your location and facilities also matters.
Touchpoint 2: Booking an Appointment
Booking an appointment is the first time someone from your team will interact with a prospective new patient. Making this experience warm and effortless is important. If your system is phone-oriented, ensure that the process is streamlined and straightforward, so patients don’t experience long waits or frustrating requests for information that they’ve already provided – or will have to provide again. If possible, offer access to a digital portal or even text message booking, especially for repeat visits. This kind of asynchronous communication means that patients get the information they need on their own schedule. They also have a paper trail they can refer to if needed.
Touchpoint 3: Pre-Care Follow-Ups
The most challenging part of the patient journey is the part prior to actually getting to see a healthcare professional. Not only can booking an appointment be challenging, but booking an appointment for the right time, knowing where to go, and being reminded about the appointment are all possible causes of friction. Be upfront about your schedule and calendar and offer “wait-list” options that allow patients to take the place of last-minute cancellations. Send automated text messaging appointment reminders that include times, dates, provider names, addresses (including a Google maps link), and contact details. Ensure that signage and wayfinding are clear and help patients easily find you.
Touchpoint 4: Post-Care Payments
Medical payments can be complex and tricky to navigate, and patients already see this part of the healthcare experience in a negative light. Providers that still use mailed invoices are putting themselves at a disadvantage compared to those that offer up-front payment on the day or send electronic invoices through patient portals or a text message link. The faster and more seamless the payment process for patients, the less friction they’ll experience. And less friction means faster payments for providers – meaning more liquidity and less risk.
Touchpoint 5: The Post-Care Follow-up
Follow-up communication is critical to patient satisfaction. Give patients any post-visit documentation they need before they leave, and check-in with them via an automated message through your digital portal or via text message. Following up with patients helps them feel looked after and cared for and know that someone is looking out for them even after leaving the clinic. Combine this with a review request message, and you’ll watch those online reviews grow – completing your patient journey touchpoint cycle.
Talk to GZ About Maximizing the Touchpoint Experience
While digital touchpoints are increasingly the focus of the patient experience, your premises are also critically important. Your practice’s look, feel, and location set the tone for what to expect from a visit, dictate how seamless a visit is, and influence overall patient perceptions. If you’re considering expanding or moving your practice to better meet patient needs and improve their overall experience, get in touch with the team at GZ. As medical real estate experts, we can help match you with the ideal location for your patients – and your business.