[vc_row][vc_column width=”1/2″][vc_column_text]
We’ve been compiling research findings from each concierge medical practice transition engagement. These data come from consumer research sessions we conduct with existing traditional patients to learn their preferences and concerns about buying a concierge medicine membership.
In these discovery sessions we employ proprietary, creative techniques to elicit candid consumer feedback. The answers below are revealing not only for physicians considering a transition to concierge medicine business models, but for all physicians, in all business models.
[/vc_column_text][/vc_column][vc_column width=”1/2″][vc_column_text][/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]
- Recognition: The nature of the existing relationship between the medical practices and patients is perceived as being fairly impersonal and basically dormant beyond the initial office visit and appointment requests.
- A personal connection with the doctor, not his or her assistant: Although patients feel completely dependent on the provider’s services for professional and personal matters, they are not necessarily invested in a relationship with them.
- Consistent exceptional customer service: Excellent customer service in healthcare is perceived as being either non-existent or occasional, surprising and the exception rather than the rule.
- “Make me feel special”: Concierge membership prospects express a desire for a personal connection and want to feel like they “matter” to their providers. In addition to the obvious characteristics (knowledgeable, courteous, helpful, friendly) consumers want:There continues to be a pervasive desire for self-service and on-demand options as part of their membership amenities: “What I want, when I want it, where I want it—with no limitations on how I use it.”
- Assurances about membership benefits: Prospects wanted assurances that the amenities were all readily available upon sign up, so there would be no temerity in asking for what they purchased as a part of their membership benefits.
- Limitations and exclusions: When concierge membership amenities were conditioned with limitations on flexibility and customization, respondents interpreted the conditions and limitations as an implication that the practice may be withholding something, which gave rise to suspicion and apprehension about developing buyer’s remorse after paying the membership fee. The fix: clear cut descriptions, transparency, and less hype on marketing materials.
- Readily available communication: When there’s a problem, concierge doctors must be ready to assist on their members’ timetables —24/7 access via all means of communication including the internet, phone calls, SMS text messages or email. This communicates that the doctor puts the member first. How to kill all the good with one bad thing: Frequently encountered voice mail instead of a human.
- Guaranteed resolution of concerns/problems: Many concierge membership prospects express doubt that even if they pay the membership fee that the office staff will partner with them to resolve an issue, such as guiding them to the proper resources through the process, providing one call resolution or calling them back until the issue was resolved. They wanted some assurances that they aren’t just buying a cellphone and email address and that the product will really be different.
- Recognition of individual needs: In exchange for paying a concierge membership fee, 73% across all ages indicated that they want to feel special and valued as a customer. Prospects indicated that they want to feel that the doctor and the staff will stop at nothing to resolve their problem or issue in a timely manner.
[/vc_column_text][/vc_column][/vc_row]