Is Automation a Good Idea for Patient Communication?

During dinner yesterday evening, one of my doctor clients asked me for my opinion on the use of an automated reminder system that uses a combination of automated phone calls and/or texting an a follow-up and appointment confirmation tool.

Do I think that this is a good idea? Absolutely yes – and absolutely no. It depends entirely on who, and for what purpose, this technology is utilized.

For patients – defined here as individuals who are actively participating in your business as paying customers – this is an effective, and mutually convenient, way to communicate, the primary purpose being to confirm scheduled treatment appointments while being minimally intrusive. As I noted in a past post, my veterinarian uses this technology; I get a text reminder of upcoming appointments and simply reply to the text with “C” to confirm. Done. For me, it is much more convenient than a phone call. Works for me.

However, for prospective patients – defined here as individuals who have not yet made the decision, after visiting your practice, to proceed with treatment – using an automated follow-up system is absolutely taboo. Never do this. The only message being communicated here is “you aren’t important enough for us to contact you personally.” Surely. that is not the message you want to send to people who are actively deciding whether to have treatment at your practice – or somewhere else.

Personal follow-up with these visitors is required, and one of the most important time-management skills that a TC needs to have in your business is the ability to ensure timely, personal follow-up with pending cases. Many TCs have difficulty doing this consistently, usually due to other demands on their time. Without a streamlined, efficient follow-up process in place, many opportunities will unfortunately fall through the cracks. Being well organized, knowing when and how to make contact, and knowing when to move on are the keys to the TC having a well-managed follow-up process. Automated systems are great for existing patients, but they have no place in your conversion process.