When Patient Surveys Just Won't Cut It

Online, September 22, 2010 (Newswire.com) - We're not here to knock the patient survey. In fact, gathering opinion from your current customers is a smart move. But patient surveys alone cannot give you a clear idea of how the masses perceive your practice. Supplementing your surveys with periodic mystery shopping is the only way to give a 360 degree view from the outside.
First, most patients cannot be bothered to comment on 130 different questions. The typical patient survey is short, because let's face it, the patient is doing you a favor by volunteering their feedback and you don't want to take advantage of that. The questions are general and usually 'yes' or 'no'. "Our mystery shoppers fill out an extensive survey with in-depth questions and are expected to explain each answer. So they're not only telling you that they think you're waiting room is unsatisfactory, but the reading selection in particular. They'll tell you what they would like to read and other ways to improve," explains Jamie Verkamp, Partner at (e)Merge.
Patient surveys also don't give you the chance to listen to and see patient/staff interaction. "Our mystery shoppers record their audio calls and some video their visits. By reviewing recordings, we can see what behaviors illicit certain patient reactions and perceptions. Many managers are surprised to see how their staff treat customers when they're not there," says Jonathan Whistman, Partner at (e)Merge.
Furthermore, your current patient base is use to your practice and probably sees your services, surroundings and customer service as standard. But what would new patients, those with fresh eyes, think? "This is a huge point. In the end, business is not just about keeping your current patient base, but increasing patient volumes and referrals. You want to make sure your business is up to the standard of the other practices competing for new patients. Your current patient base can't offer that. Mystery shoppers can."
(e)Merge is a medical practice growth consulting firm specializing in providing innovative, patient-centric marketing initiatives and medical mystery shopping services that enhance patient experiences to increase referrals. Call 1.877.362.6584 or visit www.emergewithus.com.