What should you consider to increase the patient flow and PC-IOL conversion rate?
Talking about patient communication, we never take the whole picture.
In my experience, private practices either focus on websites, some on social media, and some on in-person processes at the clinics.
In the majority of cases, there are 2 critical components are missing.
1. The alignment of the messages across the channels - i.e. what is expressed on a web site is never clearly communicated in person or social media are not fully aligned with the web site.
AND
2. The point that is NEVER used in communication is the information environment available for patients in your local language or in your region.
And taking into account the limited time available for patient-to-surgeon discussion, leading to the patient not being fully confident in the procedure. Lack of trust results that you are not able to explain the value you are able to deliver, and that directly impacts the conversion rate and premium IOL use.
Moreover, if the patient takes the risk whilst not fully understanding the pros and cons of the selected technology for his or her particular life and then is left unhappy with the results, simply due to a mismatch between expectation and reality, it directly impacts your image.
This is a reduction of potentially good patient flow.
Word of mouth works in the opposite way.
What should you do to avoid that?
Start with an audit of your communication as a whole picture.
Try to have a critical look on what is written, said, advertised and actually performed during the visit. Have a look to patient whole journey, including the Dr.Google visits. Yes, you can check it out as well.
It is not easy for you, as a practice owner, everything will look good, at least because you know that all is correct. The best way is to ask someone who is not from your bubble to try to test, "Am I ready to trust that clinic?".
Audit it is the first step, when we start a project with a clinic, as it will tailor all future pathway aiming the increase of PC IOL use.
Try to overview your communication symphony and think what can be improved, to look clear and consistent for your patients.
Oleksii Sologub
MSc, LLB, SE MBA
Entrepreneur | Board Member & Strategic Business Consultant in Ophthalmology
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