November 2005

The new patient attracting image -- Part 11

by Dr. Peter Fernandez

Office visits... Once your patients have arrived

Part 10 of this series stressed that practice success is not guaranteed by consistently attracting a large volume of new patients per month. You must also learn how to keep your patients once you get them through the front door.

Did you know it costs seven times as much to get a new patient as it does to keep one? Also, consider that a new patient's office visit is usually eight times longer than an established patient's visit, and the income generated per minute by a new patient visit is considerably less than three times the amount generated by an established patient office visit.

Economically, it's much more profitable to have a full schedule of established patient office visits than it is to attract and service new patients. While you need a generous and consistent supply of new patients, your supply will dry up if you are unable to keep them, motivate them to be enthusiastic about you, and get them well.

The thoroughly impressive office visit

Your patient has arrived. What can you do to:

***  make sure the patient's expectations are met...

***  increase his or her enthusiasm about you and your office...

***  bolster your new‑patient attracting image...

***  keep your patient coming back?

Here are the guidelines you should follow.

Every patient should be welcomed immediately upon entering your office. The CA should enthusiastically greet the patient and shake his or her hand. (If the CA happens to be busy somewhere else in the office when the patient enters, she is to cease doing what she's doing, excuse herself, and immediately walk to the reception room to welcome the patient. However, if this happens more than occasionally, it's probably time for the doctor to hire a second CA.) CA: "Good morning Mrs. Jones. It's good to see you again."

In the case of a new patient, the CA hands the patient the new patient forms on a clipboard along with a clean, working pen. (Being unorganized and having to search for forms in front of the new patient is an image killer so if the doctor allows his or her office to function so poorly, the patient will assume the DC's standard of care is just as lacking.) The CA asks the patient to have a seat, and to complete the forms as thoroughly as possible and then hand them back to her. If there is time before the patient is to see the doctor, the CA should give the new patient a welcome tour of the office. This orientation will help eliminate some of that new patient anxiety.

While the doctor is in consultation with a new patient, the CA should call the patient's insurance company to verify coverage, the amount of the deductible, exclusions and limitations, etc. The CA also begins completing items on a "New Patient Checklist." (A New Patient Checklist is available pre‑printed on some patient file folders or you can make your own. This checklist should detail and record the receipt of every new patient form and procedure that is required.)

NOTE: Checklists save time and eliminate mistakes. Use them whenever and wherever appropriate. You'll be amazed at how much more is accomplished and with far less stress.

The CA should record the name and telephone number on a "PIP (Patient In Pain)" telephone call sheet of any regular patient in pain.

If a doctor wants to call a patient or have a name added to the PIP sheet, he or she should write a note (i.e., "Call Mr. John Jones") on the daily fee slip. The doctor should call every patient who has received his or her first adjustment and every established patient in pain (this is powerful and happens to be the number one practice‑building procedure being taught and used by MDs today).

The CA will look up the telephone numbers for the patient(s) the doctor wants to call and add their names and telephone numbers to the PIP list.

The doctor or CA (if the doctor requests CA to do so) is to call the patient as soon as a patient's x‑ray, blood, or urine test results are received. DR or CA: "Great news! We just received your blood (urine, x‑ray) results and you don't have any cancer. However, there are some other problems we have to deal with (if true), but there is absolutely no indication of cancer.

NOTE: People are terribly frightened of cancer and due to the frequency of it today, cancer is a person's foremost concern whenever x‑rays or samples are taken. It's cruel and unacceptable not to call your patients immediately upon learning that their tests do not indicate any signs of cancer.

If the patient missed his or her previous appointment, the CA will place a sticky note on the patient's file folder/travel card to remind the doctor to speak to the patient about it. The note would read something like, "Mrs. Jones missed her office visit on July 2nd." It's important for the doctor to nicely address the missed appointment with the patient. If the doctor doesn't, his or her lack of concern will lead the patient to believe the doctor is recommending unnecessary visits.

The CA should also use sticky notes to remind the doctor of certain patient matters, i.e., birthday, anniversary, special services to be performed, etc. The doctor should make a point of acknowledging a patient's special events and dates.

At the conclusion of the visit, the doctor reviews the patient's fee slip and the services performed that day with the patient, using the "plus, in addition to, and" technique. The doctor should elaborate on the services provided on that visit, but not go over the fees for these services unless asked by the patient. This will help prevent any "sticker shock" when the patient gets to the front desk.

The doctor says (to the established patient): "Don't forget to see me on Friday." The doctor then leaves the room and has the patient take his or her file/travel card to the front desk.

(To the new patient): After the patient has dressed, the doctor walks the new patient to the front desk and says, "It's been nice meeting you, Mrs. Jones. I certainly hope I can help you." Then the doctor should encourage the new patient to bring his or her spouse to the report‑of‑findings. The doctor gives the patient's file with the fee slip to the CA for scheduling and financial arrangements.

The CA reiterates to the patient all of the services he or she received, using the "plus, in addition to, and" technique, and ending the sentence with the fees. (In the case of a new patient, the CA reports any applicable insurance coverage information to the patient, and explains the billing and payment procedures as they apply to that particular patient.)

NOTE: The CA always states the patient's fees as, "Your fee," never "Our fees, or Our charges, etc." The CA should also never add the word, "dollars" to the fee. The patient's fee should be stated as, "Your fee for today is 85," not "Your fee for today is 85 dollars."

The CA collects the full amount due from the patient for that visit.

The CA closes by saying (to the new patient): "Mrs. Jones, it's been good meeting you and I am looking forward to seeing you tomorrow. I hope Dr. Fernandez can help you."

(To the established patient): "Mrs. Jones, it's been good seeing you again. It's great that Dr. Fernandez is able to help you. See you next Wednesday at 9."

After the patient leaves, the CA:

‑‑ records all charges and payments...

‑‑ (if the patient is a new patient) circles the new patient checklist items on the patient's file when completed (the doctor must check to make sure these items are completed)...

‑‑ puts the patient's file and x‑rays on the doctor's desk for his or her review prior to the end of day.

Doctors, learn to provide your patients with office visits that meet or exceed their expectations and you will always have a practice full of happy, referring patients.

(Dr. Peter G. Fernandez, is a 1961 Logan graduate. His practice with five staff chiropractors and 12 satellite offices, was one of the country's largest all‑referral, high income chiropractic clinics. As a practice consultant for the past 24 years, Dr. Fernandez has taught practice building techniques to nearly 15,000 DCs, and consulted in the opening of approximately 3,000 practices. Write to him at Fernandez Consulting, 10733 ‑ 57th Ave. North, Seminole, FL, 33772, call 800‑882‑4476, or e‑mail: DrPete@DrFernandez.com. Visit www.MBAchiropractic.com for free practice building newsletters.)