By Stewart Gandolf
Chief Executive Officer
Does anyone remember the old catchphrase: “Who loves Ya?” From TV to pop music to healthcare delivery, the challenge of effective reputation management is to quantify the patient experience.
We’re all familiar with fundamental survey questions. It is the most common technique to assign a number value to a human experience. Surveys vary, but there are five essential questions for shoppers, customers and patients:
- “Overall, are you satisfied (with this order)?” Rate between one and five.
- “Tell me, how would you rate the value (of this order)?”
- “Would you buy again?”
- “How likely are you to refer someone or recommend a purchase?”
- “Can we improve (our service, our product or your experience)? Open space for comments.
The Net Promoter Score for growth…
Each question has a particular usefulness and value in quantifying experience, and ultimately reputation management. Among these core questions, the greatest insight and impact relates to the likelihood of referral or recommendation. It’s the index for a Net Promoter Score (NPS). Here’s why this question is significant (and how it reveals “Who loves Ya?”)
Your Net Promoter Score measures patient experience, gauges relationship strength and predicts business growth. Within a 0 to 10 scale, individuals are asked how likely they would recommend the brand to a friend or colleague. Respondent ratings:
- Scores from 0 to 6 are DETRACTORS – unhappy customers who are not likely to recommend and may impede growth via negative word-of-mouth.
- Scores from 7 to 8 are PASSIVES – these customers are only passively satisfied. They are unenthusiastic and vulnerable to the competition.
- Scores from 9 to 10 are PROMOTERS – representing the loyal enthusiasts who are likely to remain as customer/patients and refer others, fueling growth.
To calculate the Net Promoter Score, subtract the percentage of Detractors from the percentage of Promoters. This score is a means to gauge overall patient satisfaction and loyalty.
Managing your reputation…
PROMOTERS will refer and publish positive comments to your website as well as to online review websites. Guided by the NPS, patients need to be asked for feedback and encouraged to comment on review websites such as Yelp, Healthgrades, Google and others. And where there is a Passive- or Detractor-level score, patients are encouraged to discuss their concerns. Often, issues of an unhappy patient can be resolved and avoided in the future.
The proactive Healthcare Success Reputation Management system can help with this process. It can sort through positive comments, and it can draw out issues and negative feedback for resolution. Watch this brief video about how the Healthcare Success Reputation Management software works. And, give us a call at 800-656-0907. I’m sure we can help, so let’s talk.
See how Healthcare Success transforms doctor marketing by generating exposure and increasing qualified leads!
Stewart Gandolf, MBA, CEO