You know who they are. Or at least you should. And so should your staff.
They are your long-time customers. Depending on your practice, they could be patients or referring physicians or maybe even both. Frequently, they are “ambassadors” for your practice, raving about you in conversations or on social media, and referring their friends, family, neighbors and colleagues to you.
Do you take them for granted?
Make sure you don’t. Recognize and thank them — in person, by phone, in a handwritten note — and do so frequently. Make sure it is personalized, meaningful and heartfelt.
And when they truly need something, go out of your way to accommodate them, even if you need to bend the office “rules” a bit. Take their call or see them after hours. Work them into the daily schedule. Quickly facilitate their paperwork or prescription refill request. Don’t charge the 24-hour cancellation fee when they have an emergency.
Policies are important and ensure you provide care that is efficient and fair. However, too often, I have seen physicians or staff members who, when faced with a request from a practice ambassador, can’t see the forest for the trees.
Delight them, and they will sustain your practice. Disappoint or ignore them, and not only will they leave you, they will find someone else’s practice to build.