Patient Education IS Marketing

At a recent doctor’s appointment, a friend of mine was told he needed surgery. The physician’s surgery scheduler coordinated with the hospital and let my friend know the surgery date. All set.

Or perhaps not.

About a week later, my friend received a call from the hospital wanting to schedule another procedure that was needed  — to insert a probe — prior to the surgery. This essential procedure had to be done a couple of days before the surgery as an outpatient procedure and required general anesthesia. 

This was not news my friend was prepared for. And to be honest, it was kind of scary for him. His physician had never even mentioned this part of the process. Now, not only did my friend have to scramble to block the additional time, adjust his schedule (again) and arrange for family to assist him, he also quickly jumped on the internet to research and try to learn all he could about what this other procedure was and why it was needed. This education should have been provided in the physician’s office and BEFORE anyone called to schedule the procedure. Sadly, I hear too many stories like this today.

Is my friend angry and frustrated with his physician? Yes.

Will he go back to this physician for future needs or refer a friend or family member to this practice? Not likely. In fact, he is already sharing his negative experience with friends and family who are concerned about his journey back to health. 

So how important is good patient education?

I would argue it is Marketing 101. Positive patient experiences are paramount to practice growth. And patient education is a core part of the patient experience.

Take the time to inform your patients. Ensure your staff is trained and able to walk them completely through a treatment plan, explaining each step and answering any questions along the way. Your patients and your practice will thank you.