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The “C” in Patient Care Merits an “A” in Marketing
By Patty Johnson To earn an "A" in practice management, aim for a "C" in patient
relations. That "C" could be translated in several ways--courtesy,
compassion, congeniality--but the one that is often the most
difficult to sustain is a major player in all types of
relationships. Namely, communication.
As a marketing and management tool, good communication is
crucial.
Talented practitioners can take all the known methods of
advertising and public relations and use them to their advantage.
And this is good. However, what many don't realize is that their
absolute best source of attracting new business is already seated
in their own waiting rooms.
Gold Mine: Satisfied Patients
 Current clients are a gold mine of the most
compelling type of endorsement--that of the satisfied customer.
Whether your patients recommend you to their physician, their
therapist, a neighbor, or their brother-in-law, this is a seal of
approval without comparison. It just can't be bought.
To foster such an enthusiastic and heartfelt vote of confidence
from patients, savvy practitioners have learned how to communicate
at different points and on many levels. Many of these might sound
simplistic. However, it may come as a surprise to some O&P
professionals that what they assume is standard practice regarding
their patient contacts isn't happening consistently--or not at the
level needed by each patient.
In a nutshell, each patient and that person's caregivers should
receive readily understandable explanations of all stages of
treatment, including care of the prosthesis or orthosis and
personal hygiene and skin protection. Moreover, they should be told
about support groups existing for their particular condition, and
of periodicals, area resources for such concerns as transportation,
education, and employment, and outlets for sports, recreation, and
leisure activities adapted to their special needs. O&P
professionals and their administrative staffs should be a major
source of problem solving for all aspects of each patient's
physical disability. And practitioners who obviously don't have all
the answers should at least direct patients to people who do.
Ignorance not only prompts fear, it also generates confusion,
anger, defeatism, and other responses counterproductive to a full
rehabilitation. The more people know about a condition, the faster
they can come to terms with it. Sharing knowledge and insights is
basic to involving the patient and family members in the selection
of the most appropriate prosthesis or orthosis. Certainly, the
physician diagnoses the condition and specifies the required
remedy, often requesting the practitioner's suggestion as to which
prosthesis or orthosis would be most beneficial. Thanks to
continually developing technology, practitioners have multiple
choices among upper- and lower-limb prosthetic components, as well
as hundreds of options among orthoses and orthotic systems.
In the final analysis, however, it is the patient who will be
wearing, and hopefully benefiting, from the chosen device. Once the
practitioner has taken into account basic considerations, such as
an amputee's age, physical condition, lifestyle, and
employment/education status, it's time to get to what's important
from the patient's point of view.
Take Time To Talk
Building in enough time in a patient's appointment for a relaxed
conversation about goals and setbacks is vital to establishing a
good patient relationship. The practitioner should also be aware
that most people are apprehensive in such situations and could
forget to ask questions important to them. Or, having received
detailed care information in the office, might forget good portions
of it before arriving home.
It's a good idea to suggest that patients write down their
questions before coming in and take extensive notes during the
session with the practitioner. Perhaps each facility treatment room
should have a supply of notepads and pencils for patient use.
Because people often have trouble remembering names, practitioners
can give patients a business card at each visit, with the reminder
to ask for them directly if a problem or concern develops.
Incidentally, some of those cards may be passed on as
referrals.
Provide Resources
At the same time, practitioners can, at little expense, prepare
and distribute a series of booklets describing standard
orthotic/prosthetic treatment, personal care, and guidelines to
wearing the device prescribed. Even better, why not subscribe to
and pass out copies of disability publications such as Challenge,
produced by Disabled Sports USA, or inMotion, produced by the
Amputee Coalition of America (ACA). Being able to read about others
with similar conditions and obtain valuable resource information
can have a tremendous impact on the patient's morale and goal to
succeed.
Presenting information is only half of the picture, however.
Truly effective practitioners have well-developed listening skills.
Beyond determining what the patient requires, they can detect what
the person wants to do in life. That could be riding a bicycle,
driving to bingo, running a marathon, volunteering at a senior
center, working in the garden, raising children, perhaps playing
tennis or golf--or winning a Paralympic gold medal.
Since the 1980s, our staff has interviewed hundreds of kids and
adults with physical disabilities, many of them amputees. It's no
longer a surprise when a teenager or adult says they've been an
amputee for years before learning of the existence of adaptive
sports. The fact that there is a nonprofit umbrella organization
devoted to introducing people of all ages to competitive and
recreational sports has been an awakening for many. Suddenly doors
open to healthy exercise, positive outlets for energy and
competition, and a tremendous sense of accomplishment surrounded by
people who experience the same obstacles. They're no longer an
outsider, an oddity.
Disabled Sports USA has about 80 chapters across the US, all
eager to get disabled kids and adults involved in athletic fun and
outdoor pursuits. Nearly every mid- to large-sized community has a
parks department that is increasingly affording inclusion to people
with disabilities. Discover what exists in your city and let your
patients know. Encourage their participation.
The Amputee Coalition of America is another excellent resource.
Besides publishing a magazine on topics of interest to amputees,
the ACA maintains a major resource center that people can access
via the Internet ( www.amputee-coalition.org). It also hosts
regional and national conventions that let people come together,
sharing information, experiences, and mutual support. Tell your
patients about these and other resources--support groups for spina
bifida, stroke, cerebral palsy, and every other manner of
disability. Be your patients' pipeline to solid, useful
information, and they will be forever grateful.
That goes for O&P information too. Some practitioners don't
want patients reading about new high-performance components because
they may request them and still not be able to go skydiving or
scale a mountain. Knowledge is never harmful. If nothing else, a
patient wanting more information about a particular component or
requesting to try something new can prompt a valuable discussion
about that person's goals and objectives.
Nor does this responsibility relate only to young, active
amputees. Although not everyone who loses a limb can hope to
qualify for international sports competition, physical fitness and
recreational pursuits are important to all. Special clinics across
the country show amputees and people in wheelchairs how to play
golf, go bowling, and participate in a wide range of leisure
activities. These outlets are as vital to emotional health as they
are to physical well-being.
Keep the Dream Alive
The last thing someone with a disability needs is a laundry list
of what can't be done. They are aware enough of frustration and
defeat. Tell them what is possible, what may be probable, and
ultimately, what is wildly unlikely, unless they apply exceptional
talent along with fierce drive and total commitment. And then see
what happens.
Given the amazing nature of the human spirit, almost any goal is
within reach--or at the very least a dream that will keep their
hopes and spirits thriving for years to come. At the same time, the
practitioner who opened those doors, who gave rise to the dream,
will be praised and recommended to everyone they encounter.
And that, friends, is some pretty terrific marketing! Patty Johnson is the executive vice president for Ron Sonntag Public Relations, Milwaukee, Wisconsin. A major portion of her career has been devoted to public relations and marketing programs involving the prosthetics and orthotics field. Additionally, she and RSPR staff members were instrumental in the design, development, and production of three national magazines for a disability audience: Challenge, InMotion, and Amputee Golfer. Contact her at patty@rspr.com 
Table Of Contents - October 2004
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