Tools for Clinic Success
While working in a retail clinic, I have identified the
following tools as essential for building a successful, thriving clinic: word
of mouth, positive perception and community awareness.
It is my experience that although company
marketing is necessary, word of mouth is a valuable tool for growing a retail
clinic. I have witnessed a large number of clients stating that they were
referred by others, such as friends, schoolmates, pharmacy or school
officials.
Word of mouth is referenced to the passing of information
from person to person. According to Wikipedia, the term "word of mouth"
marketing was formed in the mid 80's by an Australian company. I have heard clients state numerous times,
"I have been coming to [the host] for many years and did not know you guys were
here until my friend recommended that I come." In addition, I hear them stating
that a coworker came yesterday and stated that you were able to treat them
with no appointment. Word of mouth and first impressions are tools needed to build
a successful, thriving retail clinic. Many of my school physical patients were referred
by coaches, schools or another teammate. Often the child or parent would
state, "I was referred by the school" or "Timmy told us he had his physical
done here." Word of mouth is a major tool that I have seen actively working in
building the retail clinic. I was referred by someone is becoming a common
theme, in addition to "I had my physical here last year."
In addition, the perception of a clinic as being open, friendly,
and available is also a factor in the success of a retail clinic. If people
feel the clinic is open, friendly and accessible, this will enhance the clinic
visits. Although on a factual basis the phrase "perception is reality" is
untrue, based on society today this phase carries a lot of weight. We must build
a perception that we have the client's best interest in mind instead of being
just another medical service trying to make money.
One of the ways to portray
this image is client referral and education. Retail clinics are unable to treat every client that visits the clinic because of our limitations concerning
retail scope of services, but I have had many return visits from people that I
had given referral information to because the original visit was for something
that was out of my scope of service. We should not be afraid to refer clients
to other practices if we are unable to provide a particular service or the
person needs more extensive care than can be provided in retail clinic setting.
Because these clients see that I have their best interest in mind, they often
return for other visits. I always explain to them why it is best that I refer
them, and I give them a brochure of the services that I am able to provide. I
have had many return visits from clients I was unable to see because of limit
scope of service. These clients often
return stating, "I was here last month, and you were unable to see me regarding
my hypertension medication but I knew that I could come see you regarding my
sinuses."
Creating community awareness is another method to increase
the client visits in retail clinics. If the public is not aware of the services
that retail clinic provide or not aware of the location of the clinic, then
they would be unable to take advantage of these services. I still have many
clients referred by school coaches and the host pharmacy that were coming to
the host retail and unaware of the clinic. The building of awareness in the
community in which your clinic resides is important. I believe this makes a big
difference in the number of clients seen in retail clinics. I do not discount
the fact that other clinics or competition in the area may also affect the
number of clients.
In conclusion, the public perception of the clinic being
active and the services of the Practitioner are key ingredients for a retail
clinic in addition to community exposure and clients' word of mouth. These
tools I feel are very important factors in the survival of a retail
clinic.