Engaging and Encouraging Customer Feedback
No matter what industry you’re in, you want your customers and clients to feel as though they are valuable, contributing members to your business and your brand. By doing so, you have the unique opportunity to build your own word of mouth marketing force, which will essentially brand your business to other likeminded customers. It’s important to have your best foot forward throughout the process though because you need to effectively convert your customers by providing the best service and relationships possible.
In terms of the hospital industry, this form of marketing is specifically important. Your customers are your patients and your patient’s families, which means you have to not only provide great services, but share a special rapport that will help them see your medical facility in a reputable light. Perceptions are key, and if your customers and patients see you in a positive light, they will be far more likely to refer your medical institution to other people.
So, how do you garner that coveted feedback and customer interaction that will drive the marketing force of your hospital? The first step is to interact with them. Remember – your patients are more than just numbers.
- Think about getting testimonials. If a patient had a positive experience at your medical facility, ask them about it. Listen to their story and lend a kind ear. If your patient’s family had a positive experience at your hospital, ask them about it. Get everyone involved, and let them know that they and their story are important.
- Consider sending out a customer feedback survey. People like to share their experiences, whether good or bad. Why should you limit this to businesses outside of the medical industry? Get them to share what they thought were your facilities strengths and weaknesses. Ask them how they think you could improve your quality of service.
- Engage with your patients and their families through social media. Yes, HIPAA rules are strong and unwavering. That doesn’t mean you have to reveal anything. Instead, ask your customers and followers to share their thoughts, opinions and hopes on your social media outlets. Find out what they think is the best part about your medical facility. What is the worst?
Most importantly, find out what made your patients and their families choose your medical facility above all others. Therein lies the key to your marketing towards future patients. If you are able to ascertain these answers from the mouths of the patients and their families, themselves, you will have the unique ability to create connections, whereas you’d otherwise be a faceless branded entity.
Melissa graduated from the University of Utah in 2008 with a degree in Editorial Journalism and a minor in French. After spending several years working in copy writing, grant writing and web marketing in Salt Lake City, Utah, she relocated to New Hampshire to work as the marketing coordinator for a non-profit ski destination. Melissa specializes in copy writing, web content, editing and social media.
