Symposium invitations will be mailed to The Loyalty Line subscribers. Every patient interaction is a marketing opportunity. I've been saying that to audiences for ten years and continue to suffer puzzled looks in return. I was heartened during a recent presentation when an office administrator of a large multi-specialty orthopedic clinic told the following story. Each year my clinic sets aside a day in the spring when the physicians invite their patients to participate in a golf outing at a local course.
Patients love the opportunity to see their physicians outside of the office.
It makes them feel that the doctors genuinely care for them. When I asked the audience to identify the marketing opportunity in a situation like this, their responses varied. Another said the physicians' behavior would make other patients want to go to this orthopedic group. Still another member of the audience called the golf outing an example of the human side of medicine. Strategies to Strengthen Relationships National research has shown that the physician-patient relationship is the most critical factor in member retention and loyalty.