The New Value Roles: The Relationship Coordinator
Contrary to popular belief, attracting new patients is not the number one factor in achieving practice growth. The most important factor is keeping the patients you have and having them participate fully; otherwise you’re pouring into a bucket with a hole in the bottom.
So doesn’t it make sense to have a role in the practice dedicated to nurturing and sustaining patient relationships?
Those relationships are maintained in recare schedules, so the Relationship Coordinator’s value role is focused on the health and efficiency of the hygiene department. And that means making sure that every patient is in the practice, and in the chair within four weeks of his or her target appointment date. Every patient. Every time.
But it’s not just about sending reminders and making confirmation calls. You have to build value for the relationship over time and that takes a personalized touch.
Every patient has a story; something that defines them. The Relationship Coordinator gets to know that story. She gets to understand about their job and family situations. She understands their unique needs and concerns and knows all about their treatment history. A good Relationship Coordinator knows her patient base inside and out.
Most of all, she finds a way to connect with each patient. Once a patient has accepted that they are in a lifelong relationship with the practice, there is an opportunity to communicate about other needs over time.That’s the higher purpose behind this value role. With a strong Relationship Coordinator leading the way, the practice will grow and every patient will have an opportunity to grow with the practice.
The Relationship Coordinator’s value declaration is: Ninety percent of my patients are appointed in hygiene and show up with value. As for the other 10 percent, I know exactly where they stand in their relationship to the practice and what I need to do to bring them in.
Tomorrow: The Treatment Coordinator