Over the last few weeks, I’ve been speaking with a few clinic owners, specifically within the alternative medicine space.
But there was ONE thing that wasn’t quite right. Something REALLY important.
…
It’s come to light that owners are comfortable with many of their general administrative duties and delivering their expertise.
They have a website and frequently go to networking events, write a blog etc.
BUT…
They ALL had a MAJOR issue with client management and communication.
They were so busy with the everyday slog that they had forgotten how to take care of their most prized possession.
Their client database.
They had referrals being sent to them left, right and centre – the clinics were busy.
They were sending out the odd newsletter, but there was a lack of content.
This content wasn’t even targeted.
No wonder their retention rate was low.
What a waste.
Are you looking after your clients?
I’m sure you look after clients delivering the service you offer, but what about outside treatment?
Are you offering true value outside of your specific realm of expertise?
If you are a busy clinic with ambitions to help more and deliver even better service, take a look at these FOUR quick points:
[1] Why would I go anywhere else?
If you were in your clients’ shoes, just think, “would I go anywhere else?”. Think “could a competitor do more than me to make this experience better?”. For example, are you giving your clients useful takeaway information and reminding them during their treatment? Is their whole experience from before the treatment starts, during, in-between and after a fully immersive, rewarding experience? Is your premises giving off a warm, positive atmosphere? Plenty to think about here.
[2] Is the trust in my service being equally rewarded?
Trust starts the moment a potential client sees any form of promotion or information about you. It’s important to remain consistent and always be building your authority as a practitioner. If a potential client agrees to go ahead with any service, are you explaining the whole process? Do you have information that they can digest over time rather than overwhelming them in one consultation? When your client walks in the clinic, are they each given a consistent attitude from whoever greets them, but at the same time bespoke to their requirements – simple things like knowing whether a client wants a tea, coffee or simply be left to have some time before their treatment starts. Also, in their actual treatment, are you given out the right body language? Are you assertive and delivering your advice with conviction and confidence? Are you reassuring? It’s all in the details.
[3] Think long term
You more than anyone else knows how important your treatment is in the long term, so why not plan for it? You know that fixing an aching neck is just a symptom of what could possibly be a lifetime of mistreatment on the body by the client. Clients often come with a pain that they think is curable in just a few sessions, however, it’s your duty as the health expert to strongly advise them the consequences of not taking this seriously in the long term. Don’t just tell them to sign up to 101+ sessions, give them information that they can take away. Share videos, blogs, audio recordings or suggested reading that can educate them on how they can change their health for the better. You can’t convince everyone to take action, but the majority will appreciate your advice and most likely look to be with you a longer-term basis.
[4] Be assertive and prepared to become an ethical leader
Someone who visits your clinic is often a little vulnerable. As the professional, you need to step up and be prepared to first, show them why they need your help and secondly, give impartial advice and assertive decisions based on what you think is best for the patient. Don’t give them too many options and if at all possible, don’t give them options at all if there’s only one you’d really recommend. The patient is coming to you because you are the expert, so reward that trust. Just think of this, if you are travelling by plane and the captain suddenly asked you to pick a route, would you be happy? You’d probably be a little concerned he hasn’t picked the best one for you – after all, he’s the expert!
I hope these points have been useful – feel free to share with someone that would find this useful.