leave a review on the company's Google page. By viewing the response details provided by SurveyGizmo, the survey tool us
Customer Success Story
! “We have always given excellent patient care and 'guest service,' but now that we have made a commitment to hospitality, our mindset is different. The focus is on word-of-mouth marketing and EARNING patient referrals. Yes, staying top-of-mind and doctor referrals are still important to our practice, but the patient experience has taken higher importance.”
Lexington Podiatry provides comprehensive podiatry services. Specialties include foot and ankle pain, arthritis, diabetic feet, orthotics, skin conditions and sports related foot problems. A PEDspa is available on location, offering cosmetic treatment options for patient’s feet. Lexington Podiatry’s mission is to provide the highest level of hospitality, dignity and respect to every patient while helping them return to an active lifestyle.
Challenge
Lexington Podiatry aimed to focus on one of the company’s core values: hospitality.
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The challenges included:
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Failed past customer response initiatives, including a sporadic secret shopper program. The company found it difficult to recruit patients to serve as secret shoppers due to the nature of the medical setting. Unless a person already had a foot issue, they were unlikely to give their time during the day to assist with the secret shop. Therefore most secret shopping was done over the phone.
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Elise Menold
Marketing Director
3. A need for a four-pronged patient satisfaction survey, to enable the company to better differentiate results
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Solutions
With the help of RootedELM, Lexington Podiatry was able to initiate an online patient satisfaction survey that enables the company to track both positive and negative feedback and respond accordingly.
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The survey allows the patient to select from four choices: including one of two doctors, other medical assistant, or a visit to the PEDSpa. The questions for each of the four are very similar, but worded differently to make them more relevant.
2. Dismal results from a previous paper survey, which was given to patients upon arrival at their office appointment. Patients were directed to answer survey questions as they moved through the stages of their appointment, and then mail the final survey in the provided stamped envelope. Only a small number were returned, and often those did not contain any concrete information from which to make recommendations.
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Patients who check NO on any question will be taken to a different landing page than those who checked YES on every answer. The landing page for the No answers asks the patient to tell more about their experience. They can then choose to leave name and email address if they want to be contacted. Most of the time people do not leave name and email.
Using data extensions within the ExactTarget Marketing Cloud and Automation Studio, canceled or no show appointments are filtered out and those patients who have completed their appointment are sent the patient satisfaction survey. Patients who come in multiple times for follow up appointments receive a survey after each completed appointment.
Patients who check all positive responses are sent to a landing page encouraging them to leave a review on the company’s Google page. By viewing the response details provided by SurveyGizmo, the survey tool used, Lexington Podiatry is able to track how many people are completing the survey itself on mobile or desktop and right now a higher number are on desktop. If that changes and more begin to complete it on a mobile device, they may have to switch to directing patients to review on Yelp or Angie’s List or another venue.
Results
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The newly implemented patient satisfaction survey has been highly beneficial to Lexington Podiatry.
"I love that this has not been a setit-and-forget-it survey. It's been an ever-changing work-in-progress as the team sets about fine-tuning questions based on answers, troubleshooting review categories and landing page options, improving the aesthetic of the survey and most importantly, how to make this a pleasant experience for the patient."
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Automating a data extract from TrakNet, their practice management system, the team decided to send the survey invitation using the ExactTarget Marketing Cloud at 10 am on the day following a patient’s appointment. This time was chosen because it gives patients time to think of any additional questions they may have and it is a time most patients are likely to be at a desktop computer.
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Elise Menold
Marketing Director
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Growth in Google reviews has nearly tripled since survey implementation in May 2014. This is significant because previously the company had the same 5 reviews for the last 5 years.
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Nationwide, compared to benchmarks, Lexington Podiatry Google reviews are much higher, indicating that the survey is producing the intended results.
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The average open rate for the patient survey invitation email is 25% greater and their average unique click-through rate is 15% greater than their monthly newsletter.
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The survey helps catch people who might leave a negative review, even on things that can’t be helped, such as insurance coverage. The survey gives those people an outlet to speak their mind in a place where Lexington Podiatry can see it and address it in a positive manner.
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The survey helps Lexington Podiatry set goals. Using a dashboard measure, the company can see, for example, how long people are waiting in the reception room or in the exam room.
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When a week long stretch with longer than usual wait times was noted, the company could immediately see the issue and was able to solve the problem quickly. Knowing that appointments were running long due to uncontrolled circumstances, they were able to bring all hands on deck, sending staff members into the exam room to check on patients and ask them if they needed a snack or to reassure them that their appointment would be kept soon.
SAMPLE
The patient survey invitation is a relevant touchpoint that adds value to the patient relationship.
"We track all our referral sources, and I'm proud to say that the word-of-mouth category has consistently been the highest referral category, over doctors, Google, our website, social media, TV, etc. That's a source of pride for us as our new patient volume has grown consistently over the past two years at a rate higher than the industry standard.
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The surveys have helped with this process as we're able to get a 'second chance' with patients that left an appointment with an un-answered question and nip experience issues in the bud. It means a lot to patients if you follow through. And those patients that leave a positive Google review? They feel like they are helping others, with similar foot issues, find us and get help. It's a win/win."
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Elise Menold
Marketing Director
About RootedELM
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RootedELM stands for engagement, email, experience, education, loyalty, listening, logic, marketing, mobile, management, measurement, metrics, momentum, movement, mind mapping, mentor and more. Along with a dedicated team of writing, design and developer experts, Rooted ELM partners with you to form a symbiotic relationship for enhancing the customer experience.
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RootedELM is an ExactTarget Channel Partner located in St. Louis, MO. For more information, please contact Lisa Wester at 859-552-5528,
[email protected] or visit our website at .www.rootedelm.com.
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