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Clinic Growth Hack: Create Loyal Customers with the Net Promoter Score

October 18, 2017 | Article | By: Kerrie-Ann Bernard

Adopted by two-thirds of Fortune 1000 companies, Net Promoter or Net Promoter Score (NPS) is a customer satisfaction and loyalty metric developed by Satmetrix Systems and Bain & Company in 2003. It measures customer satisfaction, loyalty, and how willing someone is to recommend a business. Why should you care about using the NPS at your clinic? Easy, with one simple question, you can gain massive insight into your customer base and grow your clinic. 

What is Net Promoter Score?

Using an index that ranges from -100 to 100, the NPS is a metric that measures not just patient satisfaction but the overall experience, making it an extremely valuable tool in an outpatient rehabilitation clinic. Harvard Business Review calls the NPS the one number you need to focus on for growth. That’s because the NPS is the only customer satisfaction measure that is directly correlated with customer loyalty and revenue growth. Using the NPS at your clinic could give you a huge competitive advantage, many companies that use the NPS experience:

  • Increase in word-of-mouth referrals

  • Decrease in patient fall off or dropout

  • Improved patient visit average (PVA)

  • Are more successful in getting past patients to return

  • Meaningful change and optimization to processes that will enhance customer experience and build loyalty

Collecting and Calculating Your Net Promoter Score

The NPS is based on a straightforward question that asks “how likely is it that you would recommend [brand or company X] to a friend or colleague?” and asks customers to rank their response on a scale from zero (not at all likely) to ten (extremely likely). You can use easy online tools to survey your patients and collect your data. From this question, respondents can be sorted into three categories:

Promoter

A ranking of nine or ten is considered a “Promoter” since they are likely to give a recommendation, promote your clinic, and be a repeat customer.

Passive

A “Passive” has a ranking of seven or eight and are generally happy, but they are unlikely to return to your clinic, and not likely to actively promote the business.

Detractor

A ranking from zero to six is considered a “Detractor” as they are not happy with the service they received, unlikely to return to your clinic, and are likely to spread negative word-of-mouth.

Calculating Your Net Promoter Score

Once enough patients complete your survey you can calculate your NPS by subtracting the percentage of detractors from the percentage of promoters. For example: 60% Promoters – 15% Detractors = 45% Net Promoter Score). To get more detailed actionable information you can add an optional open-ended feedback question that asks “What is the most important reason for your score?”

Three Ways to Use your Net Promoter Score

Studies show that even in the healthcare context, the NPS question is answered by patients 95% of the time. Not only is the NPS easy to implement at your clinic but patients seem comfortable answering this simple question too. So, how can you use the information you gather to grow your clinic?

Find Opportunities

The NPS is great at pinpointing opportunities for improvement at your clinic. Look for trends in the responses to find out where you can improve the patient experience. Patients will tell you if you should invest in facility or equipment upgrades, if you should focus on staff training, or if you need to improve your clinic’s accessibility.

Create Action Plans

The NPS creates aggregate data that can be used to make actionable plans that specifically target issues that matter to your patients. Use the data you collect to prioritize initiatives and implement improvements. Then follow up afterword both with your patients and staff.

Invest Wisely

Know exactly where to put your time, effort, and money to have the most impact and improve your clinic’s revenue. Better yet, the NPS is a great way to benchmark where you are so you can measure the success of your investments.

 

If you’re a member of our Boost preferred provider network we’ll calculate your NPS and send you patients every month. Boost is the fastest and easiest way to grow your patient caseload with no upfront cost or added effort. Learn More.