“Nothing is more noble, nothing more venerable, than loyalty.”
Cicero (Roman statesman, 106-43 BC)
The dictionary offers up many potential definitions for the word “loyalty.” The one I like the most is a strong feeling of support or allegiance.
Whether loyalty is to an ideal, an organization, a group, or an individual, it is characterized by immutable dedication, which remains steadfast even in the face of strong temptations for betrayal. Loyalty is highly prized because it results in meaningful bonds which stand the dual tests of time and circumstance.
However, in the current age, loyalty appears to be difficult to both obtain and then maintain. Most individuals seem to be locked in a pattern of devotion–first and foremost–to their own desires and well-being. All you have to do is read, watch or listen to the news! Erstwhile political allies frequently turn on each other, often in a messy and public manner. Professional athletes demonstrate little loyalty to the organization that gave them an initial opportunity as they leap from team to team in a never-ending quest for yet an even more obscene salary. Sexual infidelity and promiscuity abound, as prominently witnessed by the lurid stories surrounding Jeffrey Epstein, Harvey Weinstein and Bill Cosby. Predatory financial gurus, like Bernie Madoff, are devoted to self-enrichment even when it leads to financial ruin for their loyal clients.
According to best-selling author and researcher, Frederick Reichheld, loyalty is nearly dead in the current business environment; companies expect to lose half their customers in five years and plan to lose up to a third of their employees in four years. To quote the Billy Joel song My Life: “I don’t care what you say anymore, this is my life. Go ahead with your own life and leave me alone.”
Nonetheless, we still instinctively seek loyalty in both our personal and professional lives.
What does loyalty have to do with medical practice? There are actually three areas of significant intersection: patient loyalty to the practice and/or the specific health care provider, employees’ loyalty to the practice, and, finally, the practitioner’s reciprocal loyalty to his/her patients and the practice entity.
For the sake of brevity, I will only address the first of these three herein. Unfortunately, multiple recent studies suggest that as many as 67% of practice owners and managers don’t fully comprehend the vital importance of patient loyalty.
To begin, you must recognize that a practice with a tribe of loyal patients will be successful and satisfying. Know this: It costs six to seven times more to acquire a new patient than it does to retain an existing one! It is also critically important to remember that loyalty is not inherent to any relationship. A medical encounter does not automatically guarantee patient loyalty, and, therefore, patient loyalty should never be taken for granted. Rather, loyalty must be painstakingly earned by a repeated pattern of behavior. Needless to say, high quality care with consistently good clinical outcomes forms the basis for patient loyalty. A 2019 report from Press Ganey supports this assertion. However, most patients already expect to receive excellent care that addresses needs and solves problems from a board-certified specialist. Therefore, the patient experience often makes the real difference, as “patients” morph into “health care consumers.”
In the internet information era, patients have abundant choice. Research discloses that over 80% of patients will consider switching to another office if they have an unsatisfactory patient experience, regardless of a favorable medical outcome.
Attitude matters! Surveys constantly tell us that patients truly appreciate an office that “cares” and that treats them with both courtesy and respect. While that is particularly true regarding the primary provider, it is also true with reference to receptionists, medical assistants or nurses, billing personnel or the office manager. If you learn that any practice employee is having a negative impact on patient loyalty by perceived indifference, incompetence, discourtesy, disrespect or (worst of all) overt hostility, that must be addressed and rectified immediately.
Part of the patient experience equation is easy and timely access to the practice/provider. Multiple care options, simplified registration and scheduling, work-in appointments (or teledermatology visits) for urgent or emergent matters, short times spent in the waiting room, and rapid responses to questions or concerns all build patient loyalty. Patients are also likely to become loyal to practices where teamwork is on display within the office and coordination of care is standard between the specialist office and other external providers.
What else can be done to improve the patient experience and thereby help insure loyalty? Use an online presence wisely. Develop an eye-pleasing website with accurate and updated information. Savvy patients can use a portal to communicate with the practice or directly with the provider. Positive online reviews may help reinforce patients’ affinity toward the practice. Online questionnaires can engage the patients so that they recognize attempts to constantly evolve and improve service. Finally, social media and/or a digital newsletter can be utilized to continue patient engagement outside the office environment. Tell the patients about in-office special deals or enlighten them about ground-breaking general medical or dermatology-specific developments.
A good financial experience can influence patient loyalty. Poor interactions in the financial realm can dissuade patients from continuation of care and thereby destroy any accrued loyalty. Some patient surveys suggest that over 90% of respondents would consider dropping a provider due to a distasteful financial experience. Always practice financial transparency. Surprises at the checkout desk are horrid! Consider discounts, when allowable, for patients whose economic circumstances have deteriorated.
Lastly, effective marketing certainly communicates the services you provide and the reasons to trust and choose you and recommend you to others. However, do realize that high quality care delivered by an affable and approachable dermatologist, who demonstrates empathy, compassion, and concern, drives patient loyalty far more efficiently than standard marketing ploys.
