It’s the extras that really matter
Troubleshooters
Being clinically excellent alone is no longer enough to grow your practice or facility. Our troubleshooters Sue O’Gorman and Hannah Browning explain why.
QAs a stand-alone practitioner who considers themself to be clinically excellent, what can I do in an increasingly competitive environment of employed consultants and groups to differentiate myself and maintain my market share of patients?
ABeing clinically excellent is undoubtedly a critical factor in healthcare, ensuring high-quality patient care and positive health outcomes.
But in a competitive market, clinical excellence alone is not always sufficient to grow market share for several reasons, which we outline below.
Patient experience and satisfaction – The friends and family test
While clinical outcomes are important, the overall patient experience – the interactions that patients have with you – and patient satisfaction – a patient’s evaluation of the care received relative to their expectations – significantly influences their choices.
This includes factors like
- Ease of booking an appointment;
- How your team communicates with the patient;
- How quickly can they be seen;
- The environment of the clinic or facility.
Patients are more likely to choose and remain loyal to a provider who offers not only excellent clinical care but also a positive, supportive and efficient overall experience.
Brand awareness and reputation – Why your digital footprint matters
In a competitive market, patients often choose healthcare providers based on reputation and brand awareness.
A facility may be clinically excellent, but if it lacks visibility or a strong reputation in the community, potential patients might not even consider it.
With an increasing deluge of information available across multiple channels, effective marketing efforts are essential to building and maintaining a strong brand identity and reputation.
Accessibility and convenience – How easy are you to do business with?
Convenience also plays a crucial role in patient decision-making.
Factors like location, parking, availability of multiple specialties under one roof, telemedicine options and flexible appointments can make a significant difference.
Answering the phone and responding to inquiries promptly will give the patient reassurance that you care. Don’t leave the patient to chase you for an appointment.
Even if a practitioner or facility offers superior clinical care, it may lose out to competitors that provide more convenient and efficient options for patients.
Affordability, accessibility and affability – The triple ‘A’ concept
Healthcare costs and insurance coverage are major considerations for patients.
Even a highly skilled provider may struggle to attract patients if their services are perceived as too expensive or not covered by major insurance policies.
Patients often prioritise providers that offer affordable care and accept a wide range of insurance options.
Think about accessibility, not only in terms of how quickly can a patient be seen, but also in relation to meeting the needs of communities. They may, for example, require an interpreter or have reduced mobility, so navigating stairs within the clinic might be challenging.
Your environment is equally as important as your clinical ability.
Affability – does my patient like me?
Never to be underestimated, compassion and empathy are critical for establishing trust with your patient to improve patient satisfaction, regardless of your specialty.
Patients are more likely to engage with their treatment plan when they feel heard and understood.
The back office function – There’s no ‘I’ in ‘team’
The interactions patients have with non-clinical staff, such as receptionists, billing and the self-pay team or other support staff who may not typically be client-facing, can significantly impact their perception of the healthcare provider.
Friendly, helpful and efficient customer service can enhance patient satisfaction and retention.
Adopt a patient-centred, value-based care model
Value-based care emphasises providing the best possible outcomes at a reasonable cost.
This approach not only improves patient satisfaction but also distinguishes your practice as one that prioritises patient welfare over profit. Referring doctors and patients themselves are more likely to choose and recommend surgeons who offer high-quality care at fair prices.
In addition, patients are increasingly looking for more than just clinical outcomes; they want to feel cared for and understood.
A patient-centred approach builds trust, improves patient satisfaction and often leads to better health outcomes. Happy and well-informed patients are more likely to recommend your services to others.
This not only sets you apart in a crowded market but also aligns your practice with the evolving expectations of patients and referrers.
By prioritising patient outcomes, transparent pricing and comprehensive care, you build trust and loyalty.
This reputation for high-quality, compassionate care becomes a powerful driver for referrals, as both patients and other healthcare providers seek out reliable, distinguished practitioners who consistently deliver excellent results.
Focus on continuous improvement and feedback
Demonstrating a commitment to continuous improvement shows that you value patient input and are dedicated to providing the best possible care. This responsiveness builds a positive reputation, leading to word-of-mouth referrals.
Have a robust mechanism in place to gather patient questionnaires, online reviews and testimonials. Be accountable and share success stories. But also consider how you address and resolve issues and be open about areas for development.
Sue O’Gorman (left) is director of Medici Healthcare Consultancy. Email: sue@medicihealthcare-consultancy.co.uk.
Hannah Browning(right) is director of Beyond Excellence Healthcare Consultancy. Email: info@beyondexcellenceconsultancy.co.uk.