A nurse promises that the physician will be right in to see the patient. Over an hour goes by, and the patient has to go ask when the physician is coming in.
A hospitalist promises a caregiver he will take care of the patient as if he were his own father. Then the patient is hospitalized for a week and never sees or hears from that physician again.
Promises are powerful and can help forge a connection — a valuable trust between provider and patient. But only if you deliver on that promise. If you don’t, the betrayal can cut deep, and the empty promise can do irreconcilable damage to not only the relationship, but in the social media world we all live in, your reputation as well.
A better strategy? Promise conservatively and then over-deliver. That is how you delight patients and build loyalty.