“I’m looking for a new primary care physician. I wonder if anyone ever estimates the ‘lost opportunity’ costs of patients waiting hours to see the doctor? Three hours is too much.” - real quote from a friend
We all know the entire health care system is broken, but I recently (once again) bumped into just how broken it really is. However, I found - through a friend’s recommendation - a doctor that not only would see me the same day, but also understands customer service. Wow!
I’m normally disgustingly healthy, but recently decided I needed some help since I was heading into week three of bad head and ear aches. Let the game begin! My “primary care physician” from 18 months ago is no longer practicing, so I start calling the list provided by my insurance company. Uh-ohhh - many of the physicians listed as general practice are actually specialists. Others are no longer in practice. I couldn’t find anyone who takes my insurance…or new patients. The one I did find who was taking new patients (Never mind the insurance. I’ve got a huge deductible and by now I’ve been on the phone for two hours)…had his first opening in late April.
So, I’m whining to a friend and she tells me about STATMed.(WOM! alert) Hey, that sounded familiar. Sure enough, I’d written a post in 2007 about the doctor and her problems with marketing. Dr. Near made the common mistake of confusing advertising with marketing. But, here’s what she gets very right about marketing. (Remember - everything you do is marketing.)
1. The STATMed web site tells me what, where, how, including pricing for different levels of service. Dr. Near doesn’t take insurance, but her rates are very reasonable (particularly when you consider the increasing co-pays of insurance companies).
2. Her receptionist actually answered the phone (on the second or third ring). She was polite, friendly and, practically before I could finish my sentence, offered me two choices for an appointment the same day. Truly amazing - she called me back in a few minutes, asking if she could move me from 11:30 to 11:45 - instead of making me wait when I got there. My jaw almost hit my desktop.
3. I had to wait all of about 5 minutes. I barely had time to fill out the new patient form and sit down with a magazine…and they called me back.
4. The facility is clean and well-organized. My first stop was “Triage 1″ where the nurse checked my blood pressure, temperature and (sigh) weight, using up-to-date equipment.
5. I barely got seated in the next room before Dr. Near knocked. And, she was both friendly and professional. I instantly got the impression she cared about me, not just my symptoms.
6. Dr. Near is aware of patient’s budgets and insurance for prescriptions. She told me where I could get the best deal, with or without insurance. “Doctors don’t think about insurance.” - Pharmacist heard talking to patient at the pharmacy where I got my prescription filled (for $20 versus the “typical” $92.) Well, Dr. Near does.
7. She provided a pre-formatted one-page treatment info sheet, which clearly and concisely told me what to do and when. (I’m keeping this one on file, because it had several bits of info I can use for the next time I get a cold.)
I was in and out in under an hour. (They also gave me a biz card magnet - nice touch, which I’m sure many Moms keep on the fridge. Right there, top of mind and others can also see it. “Hey, is this STATMed any good, Linda?”
Dr. Near and I also managed to fit in some discussion of her biz model (which I think is great) and her marketing. “People don’t realize how hard it is to simply run a small business!” she said. Yep - and that’s one of the biggest reasons entrepreneurs fail. They’ve got passion, expertise, and smarts…but the sheer weight of the mundane can kill ‘em.
I was glad to hear that, despite her earlier missteps in marketing, she’s doing well. And, I’d submit that’s due to her service (word gets around), which no advertising campaign can do for you.
Oh - and seems I’ve got a galloping sinus infection, which already feels better. Thanks, Dr. Near!
Wait, there’s more - they sent me a “Welcome to our practice” card and everyone signed it.
Update - 03-06-09: I called today to get a prescription refill since the sinus infection seems to be re-emerging…I got right in, saw Dr. Near…and she didn’t charge me for the office visit.
Now, if I could find a dentist who works on Fridays….
Tags: customer service, marketing, marketing troubleshooting, customer service, STATMed, health care