Five Tips for Generating Patient Satisfaction and Compliance
Manoj Pawar, MD, Fam Pract Manag. 2005;12(6):44-46.
Posted at Medscape 07/13/2005
The parallels between yesterday’s post on Motivational Interviewing and this piece extolling the use of salesmanship in clinical practice are overt and obvious. The author of today’s article covers five points, making specific suggestions pertinent to healthcare.
1. Establish a Sense of Trust
Like good salesmen, clinicians must be perceptive listeners and careful observers of small details that provide clues about their needs, values, and goals.
2. Uncover Patients’ Actual Needs
This requires asking questions with a sense of curiosity to understand how patients perceive the world. Open-ended question are the beginning of the path, not the end.
3. Think Dialogue, Not Monologue
Just as customers dislike salespeople who dominate the interaction, patients dislike doctors who do the same.
4. Don’t Force “The Close”
Obtaining a commitment from the customer to buy a product or service is a salesman’s goal, but pushing customers to make this commitment too early can be catastrophic.
5. Always Follow Up
Just as effective salespeople check in with their customers after the sale to determine satisfaction and avoid problems, physicians should follow up to determine if the treatment plan is being followed and if it is working.
Commentary
While some physicians may be uncomfortable characterizing their interactions with patients as a sales pitch, man of the tactics of ethical salesmanship are directly applicable to patient interventions, making this brief paper well worth reading.