More than meets the eye
When you look at the services you provide, you will realise
there is more than just the medical services and treatments you
offer as a practitioner. The patients will see the whole of the
business as the service - from the appointment times available to
the accessibility of after-hours medical information and
assistance.
Specific medical services (e.g. radiology and pathology) rely on
referred patients. By referring a patient to a particular provider,
you are giving your implied assurance of a quality service. You
need to ensure the services you provide meet the expectations of
your referring practitioners and the patient. They are both very
important customers. The services provided in addition to your core
services will be what add value to your business.
The key is to match your range of services and benefits to the
perceived needs of your patients. This can be achieved by knowing
your patients. Patient surveys and focus groups help you understand
not only who your patients are but also their needs. Ask them:
- What is important to them when they visit a doctor?
- What services and facilities do they like to see in a
practice?
- How can you help them access your services better?
Improving your practice
It is better practice to offer some flexibility and convenience
to patients.
- appointment times and availability to suit patients
- after-hours services
- home visits
- convenient payment methods
- pleasant waiting areas
- nursing or other technical services
- a good communications system