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You are in the relationship business.<\/strong><\/p>\n People see you for a result<\/strong> \u2013 but they stay with you because of the relationship.<\/p>\n There are many different definitions of relationship marketing <\/strong>\u2013 marketing isn\u2019t codified like CPT\u00ae! (That is maybe a good thing!)<\/p>\n Last week I talked about direct response<\/em> marketing<\/strong> and indirect<\/em> or brand marketing. <\/em>Relationship marketing stems from direct response. It emphasizes retention and patient and customer satisfaction.<\/p>\n Relationship marketing works.<\/strong> It helps with patient retention and patient referrals. It also helps generate referrals from external sources.<\/p>\n But what is it<\/strong>, and how do you improve it?\u00a0<\/strong><\/p>\n What is a Relationship?<\/strong><\/p>\n A relationship is a connection<\/strong> that you have with another person. It is based, ultimately, on communication. Therefore, the quality of that communication determines the quality of the relationship.<\/p>\n Good communication, one that creates a good relationship<\/strong>, centers around understanding.<\/em> As Stephen Covey advises, Seek first to understand, and then to get understood<\/em>. Understanding is fundamental for good communication.<\/p>\n The relationship between you and your patient<\/strong> depends on results, of course. But to get results requires understanding the patient. Seeking to understand the patient \u2013 showing them a genuine interest in their condition and life \u2013 is not only needed from a clinical point of view, but it is vital for good communication and developing the relationship.<\/p>\n How to Improve Patient Communication<\/strong><\/p>\n Patient Care<\/em><\/strong> can be an overused, even over-advertised term<\/strong>. But care is founded first on interest <\/em>in and concern about the other person.<\/p>\n This means not just going through your script (yuck!)<\/strong> or your checklist with the patient, which may help keep you on track. It means do you understand <\/em>them, or how and why they came to you? Are you interested?<\/p>\n But how do you do this after the 10,000th<\/sup> patient<\/strong> comes in to the office?<\/p>\n By being a real person who is interested<\/strong>. For example, a patient comes in and wears a green hat. You wonder about the green hat, so you ask them about it. \u201cHi. I can\u2019t help but notice that you are wearing a green hat. It looks\u2026stunning! Any special occasion?\u201d<\/p>\n A checklist can help you communicate<\/strong> important information, but it can\u2019t take the place of a real live person. It can\u2019t make a relationship. You are not a robot, and neither is your patient.<\/p>\n Be appropriate and respectful<\/strong>, but mostly, be authentic.<\/p>\n This creates trust because your customer<\/strong> sees that you are interested in them as a unique person, not the 10,000th customer. And they see you as a real person, not just a busy professional trying<\/em> to be interested but really faking it.<\/p>\n I am sure that you have experienced<\/strong> employees in other businesses trying to be interested in you but merely following a script. A bank teller asks me: \u201cHave plans for the weekend?\u201d I am nice back, but I know that she is just doing what her MBA executives in some office far away think she should say.<\/p>\n So, honest and interested communication<\/strong>, added with services and results, will create a strong relationship between you and your patient.<\/p>\n Outside of Your Practice<\/strong><\/p>\n But relationship marketing goes beyond just your office<\/strong>.<\/p>\n Your patients know people<\/strong>. They can help you get to know their family, friends, and business associates.<\/p>\n You can create relationships with other professional practices, businesses,<\/strong> and organizations. I have seen many examples where a relationship was created between the doctor and an outside entity that resulted in many new patients.<\/p>\n Some examples:<\/strong><\/p>\n And this is vital:<\/strong> the relationship must be between you and another person associated with the outside entity. You are always dealing, first, with one person.<\/p>\n I have used this definition for years<\/strong>, and it still holds true:<\/p>\n A practice is a network of relationships There are specific barriers to implementing <\/strong>relationship marketing, and you will run into them. I want to keep this article short, so I will refer you to my book below, which addresses the barriers and how to avoid them or bust through them.<\/p>\n But regardless, just communicating more with more interest will bring in more new patients<\/strong> and keep the ones you have longer.<\/p>\n Communicate more and with interest.<\/strong><\/p>\n And\u2026<\/strong><\/p>\n Seize the Future <\/strong>(That is where your goals are!)<\/p>\n \u00a0<\/strong>Ed<\/strong><\/p>\n Link to the Goal Driven Business Book<\/a><\/span><\/p>\n Link to the Video Supplement to Relationship Marketing<\/a><\/p>\n","protected":false},"excerpt":{"rendered":" You are in the relationship business. People see you for a result \u2013 but they stay with you because of the relationship. There are many different definitions of relationship marketing \u2013 marketing isn\u2019t codified like CPT\u00ae! (That is maybe a … Continue reading ![\"\"](\"https:\/\/pmaworks.com\/observations\/wp-content\/uploads\/2022\/04\/relationship-marketing-2.jpg\")
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\n<\/strong>\u00a0that is created and maintained through service and communication.<\/strong><\/p>\n