Patient Intake Forms
A careful review of the documentation handed to patients at the outset of their consultations indicated that the physician was inadvertently revealing the lowest dollar amount the practice would accept, thereby encouraging patients to ask for that lowest price. (Never telegraph the lowest price you will accept, and especially not on a form that all patients will see.)
Removing indicators of the lowest end of the price range immediately raised average per-patient revenue.
A practice was having difficulty getting patients to choose the more expensive of the two packages it offered, and wanted to bring in more revenues from its packages overall. Creating three packages instead of two, each with its own value proposition, and pricing the lowest-priced of the three packages at what had been the highest price when the practice offered only two packages resulted in:
(1) more revenue for the practice even when patients chose the lowest-priced package, AND
(2) more patients choosing the middle-priced package, which was priced more profitably for the practice than any previous package had been.
Smart pricing strategies, including learning how to signal value through differentially-priced packages, are an incredibly powerful tool for any practice.
Pre-Consultation Phone Challenges
A careful review of recorded pre-consultation phone calls indicated that patient concerns / questions / objections were easily sorted into categories, even though they were often each formulated very differently.
Teaching phone counselors how to identify and how to address the various categories - importantly, teaching those counselors both what to say and what never to say, as certain things are best explained in-person once the patient comes in for the consultation - led to higher conversion yields from calls-to-consultations.
Because the patients came into the practice having had a good phone experience, they were also more likely to be converted from consultations-to-procedures.
(This method of learning what patient concerns / questions / objections really mean - attending to a patient’s negotiating interests, NOT merely to a patient’s negotiating positions - was also applied to help patient counselors “close” their patients at the end of their consultations.)
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