Four Easy Ways to "Equip" Your Patients To Become Your Brand Ambassadors!
"When was the last time a patient was rewarded for arriving early to an appointment with their doctor by receiving just a simple smile from your staff?! We probably can’t remember, right?! How’s that for fair?! Upon closer inspection, I believe the arguments against today’s more contemporary concierge and membership-driven personal care model seems to lose its validity when fairness is considered and used to both morally and financially win any argument (with anyone!). Fairness on who’s terms?"
By Editor-in-Chief, Concierge Medicine Today
On of my favorite books I giveaway almost every week (for free!) or if I run out I send them the amazon link to get themselves their own copy is Know What You’re For. In the book the author discusses an important concept I think in healthcare is rarely given the light of day: vision.
It’s not just a word to the patient sitting in your lobby today. Nope, it’s much more important than that. He notes in the book “the more vision carriers you have, the more vision casters you have.”
But let’s back up a minute. Because you can’t cast a vision to your customers (i.e. your patients) if you don’t have any patients to work with in the first place. Nope, you need patients to spread your vision of health or exercise or disease prevention. You need ‘brand ambassadors’.
So what is a brand ambassador? Well, I’m glad you asked!
A brand ambassador is an advocate—an influential person who promotes a brand’s values and connects authentically with others, thereby nurturing loyalty and advocacy. In the healthcare sector, especially within membership-based and concierge practices, brand ambassadors can significantly enhance word-of-mouth referrals by sharing genuine and impactful experiences.
For instance, a concierge medical practice might recruit satisfied patients as ambassadors, allowing them to share their personalized care stories during community events or through social media. This authentic communication can resonate profoundly, greatly increasing the chances of prospective patients trusting the practice based on these personal endorsements (Hoffman, 2021).
I believe mastering the distinctions between brand, branding, and brand identity is vital for healthcare organizations looking to thrive in a competitive marketplace. A strong brand, bolstered by strategic branding efforts and a compelling brand identity, can nurture lasting patient loyalty and promote sustainable growth. Additionally, leveraging the influence of brand ambassadors can drive word-of-mouth referrals, supporting the expansion of practices, particularly in membership-driven and concierge settings.
Elevating the Patient Experience
In the space of concierge or membership-driven personal care models today, every interaction counts. Crafting memorable experiences—whether during appointments, follow-ups, or through digital communication—can transform satisfied patients into enthusiastic advocates. For instance, practices that excel in communication and attentiveness empower their patients to share positive experiences, enhancing the practice’s visibility.
Cultivating Brand Ambassadors
Patients who receive exceptional care and feel appreciated often become impactful brand ambassadors. Encouraging these individuals to share their experiences online and refer friends can significantly drive patient acquisition and support a flourishing practice.
Four Easy Ways to Make a Big Impact And "Equip" Your Patients To Become Your Brand Ambassadors!
Here are a few simple suggestions I've learned over the years interviewing so many concierge medicine practices. Whether you're busy seeing patients today or you've got a moment to yourself, we think these ideas will make a BIG impact among your staff and your patients! Let me know how it goes and have a fantastic week!
Smile 😁at the patient sitting (or standing!) across from you. (They’ll smile back I promise!)
Lift someone's spirits this week, send a little sunshine in the form of a handwritten note to one person to encourage or thank them.
Turn your cell phone off before bed 15 minutes earlier than normal. (That's a hard one, right?! 😁)
Text one person with this message: “I believe in you. Have a great day.”
Remember, the more personable you and your team become, the more meaningful your roles will be in their story!
Patients don’t expect perfection, we do expect progress however, so focus on building relationships over transactions, and understand that you and your team play a crucial role in shaping whether a patient’s story is remarkable or unremarkable.
I want you to reap the rewards of what I like to call “Remarkable Wins” and have lifelong patients and desire to hear them brag about you, (and your team!) must give patients a reason to return. Now more than ever, you and your team need to provide your patients with something remarkable that they will share with others if you want new patients to walk through the door!