Nurse Providers for Non-Surgical Services · 2016. 10. 12. · 0 10 20 30 40 50 60 70 Results Money Time Communication Other ed Value Count Results 18 Money 6 Time 2 Communication
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Nurse Providers for Non-Surgical Services:Optimizing Px, Patient Experience
Presented by:
Marie Olesen,
CEO, La Jolla Cosmetic Surgery Centre
Founder, Chief Patient Experience Officer, RealPatientRatings
Milton HersheyFounder of Hershey Chocolates
Give them quality. That is the best form of advertising in the world.
Consumers have many choices….Smart surgical practices adapt to
consumer- driven priorities
Two biggest cosmetic consumer trends
• 44% growth
• More complex and more competitive, commoditizedNon Surgical
• Used by 92% of consumers
• Blemish effect
• Speeds conversions
Ratings & Reviews
Services Processes PeoplePx
Experience
Apply your surgical practice management & marketing knowledge
Non surgical offers great opportunities
•Clinical Quality•Service Quality
•Validate quality
•Benchmarks
•Marketing
•Financial controls
•Service System
•Conversions
•ROI
• Non-Surgical
• Minimally Invasive
• Surgical
Services Processes
PeoplePx
Experience
Patient Experience
Processes Services
Px – Patient Experience
Encounters
Px
Satisfaction
Patient Experience
Validate satisfaction, proactively address issues, market quality
Reviews are 12x more believable
I’m really good4.64.7
4.9
• 5-star scale
• Believable distribution
• Statistical validity (>30 ratings)
• Recency/Perishable
What consumers expect
Services
Start with what is complimentary to your practice
Non-surgical
Combination Surgical
Continuum of Offerings
Example - body contouring
2013: Laser & Skincare Clinic at LJCSC
Non-surgical providers
Objectives – Define Focus
Creating Non-Surgical profit
• 6 lines of business
1. Toxins (highly commoditized, lowest margins)
2. Fillers (also commoditized, low margins)
3. Skincare (pre-set margins by manufacturer)
4. Aesthetician services (entry point, lower revenue)
5. Devices (good margins even with consumables)
6. Lasers (best margins)
Margins at LJCSC MedSpa
36
46
50
59
68
79
0 10 20 30 40 50 60 70 80 90
Toxins
Fillers
Product
Facials
Devices
Lasers
People
Attract and retain quality providers and support staff
Laser & Skin Care Clinic @ LJCSC
January February March April May June July August September October November December
2013
2014
2015
2016
The power of reviews: external and internal benchmarking
Note: Based on actual data from Real Patient RatingsTM
Practice 1
Practice 2
Practice 3
Overall satisfaction* # Reviews
91% 548
1300
614
82%
89%
External benchmarkInternal benchmark
Provider A
All members
Region
Med Spa
Surgery
Provider C
Provider B
Overall 5 star rating* Measured as percentage of 5’s in all responses
Comparing satisfaction scores
• Provider 1 • Provider 2
Provider 1All
members
Provider 2All members
Comparing satisfaction scores
• Provider 1 • Provider 2
Key Performance Metrics - Top Box Analysis
All members (average) Provider
2
Low performers*
* Low ranges calculated using the average of the bottom five ratings
Key Performance Metrics - Top Box Analysis
All members (average)
Provider 1
Low performers*
OSAT Likelihood to return Likelihood to recommend Likelihood to return Likelihood to recommendOSAT
Processes
Apply your surgical practice management & marketing knowledge
However consumer begins, our goal is the same
Convert to Treatment or Surgery efficiently and effectively
PhoneEst. PatientE-Mail
Managing Complex RelationshipsIf you can’t measure it, you can’t manage it
Measuring Performance
Conversion rates – Measures any movement
between 2 stages for defined period of time
Capture rates Measures movement between
stages for a defined pool of patients over a period of time
Increasing conversions
0.7 0.730.79 0.82
0.86 0.880.93
0.7 0.73 0.75 0.77 0.77 0.780.83
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
1
Same Day 1 week 2 weeks 3 weeks 4 weeks 29-59 days 60+ days
Injectables2 Laser
Please rate your satisfaction with the results of your procedure.
60%
26%
9%
4%
1%
5 - Highly Satisfied
4 - Satisfied
3 - Neither Satisfied nor Dissatisfied
2 - Dissatisfied
1 - Highly Dissatisfied
Sept 2015 – Aug 30, 2016 N- Highly Satisfied – 8,527, Satisfied – 3,731, Neutral – 1,196, Dissatisfied – 496, Highly Dissatisfied - 190
3 &
4 R
ati
ng
s
Patient’sStated
Satisfaction
Negative Word-of-Mouth Malcontent Behaviors
Unpredictable/Unreliable
Moves Among Providers
Positive Word-of-Mouth
Increased Frequency
Resists Competition
Reduced Servicing Cost
Zone of Indifference
Zone of Defection Zone of Affection
Focusing on the 5’s - 545
1% 1% 2%
19%
78%
0%10%20%30%40%50%60%70%80%90%100%
1 2 3 4 5n=2,721 Co-Overall Satisfaction
% o
f R
esp
on
den
ts
Zone of Affection
Zone of Defection
Zone of Indifference
Doubling likelihood to schedule - 545
11%
3%
11%
56%
97%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Highly Dissatisfied Dissatisfied Neither Satisfied norDissatisfied
Satisfied Highly Satisfied
.Zone of Defection
Zone of Indifference
Overall Satisfaction-Surgery Experience
% H
igh
ly L
ikel
y to
Rec
om
men
d S
urg
eon
n=63 n=122 n=178 n=1,198 n=5,632
Likelihood to refer correlates with patient satisfactionZone of
Affection
Overall satisfaction of experience
0
10
20
30
40
50
60
70
80
90
100
Highly Dissatisfied Dissatisfied Neutral Satisfied Highly Satisfied
Pe
rce
nti
le
Experience Satisfaction
Likelihood to recommend
Highly likely Likely Somewhat likely Not very likely Not likely at all
Knowledge & skill level of provider
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
90.0
100.0
Highly Dissatisfied Dissatisfied Neutral Satisfied Highly Satisfied
Pe
rce
nti
le
Patient satisfaction
Likelihood to recommend
Highly Likely Likely Somewhat Not very likely Not at all
Educational materials
0
10
20
30
40
50
60
70
80
90
Highly Dissatisfied Dissatisfied Neutral Satisfied Highly Satisfied
Pe
rce
nti
le
Patient satisfaction
Likelihood to recommend
Highly likely Likely Somewhat likely Not very likely Not at all likely
Increasing posting of reviews
0
10
20
30
40
50
60
70
80
90
Highly Dissatisfied Dissatisfied Neutral Satisfied Highly Satisfied
Pe
rce
nti
le
Patient experienceYes No
Did you have any problems during or after your appointment?
7%
93%
Yes No
Sept 2015 – Aug 30, 2016 N- yes – 1,106, No – 14,168
Words…words…words
Reasons highly dissatisfied60
20
6.7
40
10
0
10
20
30
40
50
60
70
Results Money Time Communication Other
% o
f p
atie
nts
dis
sati
sfie
d
Value Count
Results 18
Money 6
Time 2
Communication 12
Other 3
Sept 2015 – Aug 30, 2016 N- Results –18, Money – 6, Time – 2,Communication – 12, Other - 3
Organized and coordinated care
Using surgical practice strategies
2 Halo Treatments
1 Laser Vein Treatment
Document with before and after photos*
*Source: La Jolla Cosmetic Surgery Centre
Loyalty program
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