Improving Patient Outcomes through Clear Comprehensive Communication Protocols Rem Jackson, CEO Top Practices Rem@TopPractices.com
Conflict of Interest Disclosure Rem Jackson is disclosing the following financial relationships. These relationships may or may not apply to this lecture: CEO: • Top Practices Marketing Mastermind Group • Top Practices Practice Management Institute • Top Practices Virtual Marketing Director Services • Top Practices Patient Newsletter Program
Send a Text to: 17177270217 Rem Jackson Rem@TopPractices.com
My Goal Is that you are #1 in Your Market
Patients Can Only Come From… • Internet • Referral Sources • “ Your list ” • The Community
4 Pillars for Communication Internet Internal Shoe External Marketing Marketing Leather (Referral) Database
What are your goals? • More new patients? How Many? • 20% or more 80/20 • Double/Triple/More? • 1 doctor -$1.2M collections • Focus on specific Procedures?
What should you shoot for? • Look at your trend line last year VS this year • Create monthly goals BASED on your own trend • Still lost? 12% or more
Excellent Communication Begins Before they Visit Your Office • Online where they are searching for help • On the Phone • Any written communication • A Smile and a Greeting as they enter
Internet 1. Local Search and Reviews 2. Website with Good SEO and WEB Analytics 3. Social Media Blogs • Video • Facebook • Google+ • Twitter • RSS – Hoot Suite • Pinterest • Instagram • 4. Google Adwords/ Facebook Advertising
Christmas in July: What did it do for us? • Highest number of patients ever • 50% increase in reviews • Increased interaction on social media • Overall increase in patient enthusiasm
4 Pillars for Communication Internet Internal Shoe External Marketing Marketing Leather (Referral) Database
COMMUNICATING TO YOUR PATIENT LIST • Email messages (1/week) • Newsletters (1/month) • Social Media • Time sensitive content on your website • Articles, Blogs, Videos, FAQ’s, Contests, Games, Current Events, Product Specials • Nurturing your entire list to visit your web properties
Email Communication Review Strategy Email analytics help you make informed decisions based on hard evidence. It gives you information about what is and isn’t working and helps you track your future performance. Primary Performance Measurements: • Email Opens • 15-25% • Email Clicks • 10-25% of emails opened • Email Conversions • 5-10% of email clicks
4 Pillars for Communication Internet Internal Shoe External Marketing Marketing Leather (Referral) Database
Effectiveness of Referral Marketing • 10% will become solid referring sources • 100/MO = 10 • 150/MO = 15 • 250/MO = 25 v
How much is a new patient worth? • In year one? • Lifetime?
Effectiveness of Marketing • New Patient = $450 • 1 New Referral Source @1/week = $23,400 • 5 New Referral Sources @ 1/week =$117,000 • 10 New Referral Sources @ 1/week = $234,000
Send a Text to: 17177270217 Rem Jackson Rem@TopPractices.com
It Don’t Come Easy
What is Your Excellent Goal? • What do you have a passionate desire for? • Build Buffers to protect you from not executing • Make execution effortless • Execute in 12 week plans
The Slight Edge Be here, actively immersed in the process, one year from now
TopPractices.com The Decision to Start Today is the Most Important Decision of Your Next 10 Years 17177270217 Rem Jackson Rem@TopPractices.com
Ensuring Your Practice Is ‘Ready For Takeoff’ Each Day Andrew Schneider, DPM President-Elect, AAPPM Education Chair, AAPPM Private Practice, Houston, TX
Conflict of Interest Disclosure Andrew Schneider, DPM is disclosing the following financial relationships. These relationships may or may not apply to this lecture: • None The content of this presentation is that of the speaker’s, as well as any products or services mentioned is not endorsed by the AAPPM
Takeoff • Steady stream of patients coming in • Need to do planned and unplanned procedures • Walk-ins • Staff absence
How Efficient Is Your Practice? Protocols Systems
What are Systems and Protocols? • A Step by step process • Systems = Office Functions • The way YOU want patients to be treated • Protocols = Patient Care • The way YOU want to treat your patients
Your Systems and Protocols Manual • Your systems and protocols must change as your practice changes • They MUST be available to your entire office team and updated as you bring in new modalities or discontinue others
Your Systems and Protocols Manual Serves as a training tool for both new and existing TEAM members
Why do I Need Protocols? • Improves patient care • Consistency between providers • Keeps your entire TEAM on the same page on how a patient is treated, why you are approaching it that way, and how it will be the best way for your patient’s condition to improve • Improves practice use of ancillary services, DME, etc. • Effectively incorporates new treatment modalities
Characteristics of a Well-Designed Treatment Protocol 1. Will the protocols enhance patient outcomes? 2. Are the protocols logical and evidence based? 3. Will I be able to document effectively and set up templates to assure compliance? (DME, referrals to ancillary services) 4. Will the protocol make the staff and my life easier? 5. Will the protocols maximize revenue?
Your First System… • Start with your first impression • How will your phone be answered?? Good morning/afternoon to Tanglewood Foot Specialists, This is _______. How may we help you? • Write it in your Manual…accept NO OTHER ways.
Tanglewood Foot Specialists Systems Manual Topic: Answering a Website Contact Goals: To quickly and efficiently respond to website contacts To convert website contacts into office patients To start the new patient off on a “raving fan” experience in t he office Specific Step-by-Step Approach: 1. Every team member will check their office email at least twice a day 2. The contact area of the website will send appointment requests to EVERYBODY on the team. 3. The contacts to respond to will have the subject: Tanglewood Foot Specialists Web Contact Form Completed 4. Do NOT respond to emails with the subject: Book/Report: One Step Ahead: A foot Owner’s Manual….those are handled automatically 5. WEBSITE CONTACTS MUST BE RETURNED WITHIN 12 hours. Contacts received after hours or on weekends should be returned on the next business morning. 6. The person responsible for returning the contact is Jessica M. Back up if out/ill is Neeta. 7. Unless the contact wishes otherwise, the best way to contact is by telephone. “Hello, my n ame is _________ calling from Tanglewood Foot Specialists. We received your information from our website and am following up.” 8. If contact specifically requests contact by email, please do so with similar language as #7. If you feel that Dr. Schneider needs to answer the question directly, let him know. 9. Be mindful that some of the contacts may be emergencies and will need a priority appointment. That’s why we have a website.
Protocols • Develop a treatment protocol for your top diagnoses • Spell out initial and subsequent visits • Be specific
Takeoff • Steady stream of patients coming in • Need to do planned and unplanned procedures • Walk-ins • Staff absence
Answer is Simplicity
Why a Checklist? • Routine and mundane matters are often overlooked when there are more pressing events • Missing one key thing can negate any effort put in • People can lull themselves into skipping steps which don’t USUALLY happen
Checklists remind us of the MINIMUM necessary steps to make them explicit
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