Creating the Ultimate Physical Therapy Experience: Step 4, Obsess About Outcomes

In my previous posts, I explained how you should carefully analyze every aspect of your practice through the eyes of the customer. From the online experience to their initial visit, if they have an unpleasant interaction at any point along this process, the perceived value of your service will be damaged. You could even end up losing them forever. On the other hand, if you surpass all expectations, your customers will be thrilled and willing to pay top dollar to see you.

Now that you've got their attention, delivering superior results is absolutely critical for long-term success. After all, clients are ultimately paying for an outcome.

You must do everything in your power to help them get better, faster. Every minute of every appointment should be considered an opportunity to maximize your worth. You must listen, pay attention, and bring your “A” game. Customers simply won’t tolerate an off-day when they’re paying cash.

Here are four key steps we take at Activcore to help deliver superior outcomes:

1) Invest in Top Talent

When sports teams are drafted, management and coaches look for the best athletes. So why should we settle for anything less in the physical therapy industry? After all, we are investing in top talent, equipping them with best-in-practice tools and knowledge, and placing them in a high-performing team environment to deliver the exceptional value our customers have come to expect from us.

2) Bring the Right Attitude

It has been said that you can teach skills, but you can’t teach attitude. Physical therapy isn't just about going through the perfect technical movements. There must be a human connection with the customer. This is an essential part of the healing process. When you have the right attitude and make that connection, they will believe you have a genuine desire to help them. They will trust that what you’re doing with them will make a measurable difference in the quality of their lives. Simply put, you cannot expect your customers to invest in their health, if you aren’t fully invested in it too.

3) Foster a Culture of Service

Customer service can’t just be lip service. You have to weave it into every aspect of your company culture. Exceptional customer service starts at the top and then extends to every member of the organization. This will ensure that everyone has a shared vision of how to serve the customer and deliver the best clinical outcomes possible. We must all be dedicated to making that vision a reality. When you have a culture of service, clients will see it, feel it, embrace it, and remember it.

4) Practice the Power of Observance (motivational interviewing)

You must think beyond what customers need with regards to their physical well-being. Applying an observant based approach to all customer interactions, and taking the extra time to listen and adapt to what they truly need – physically, mentally, and emotionally – are essential to the recovery process. Find out what’s really important to them. Ask some open-ended questions, listen attentively, and bring to surface their true purpose.

By prioritizing these key areas, you can achieve superior outcomes and guarantee a positive experience. 

Check out my next blog post explaining how to convert a positive experience into more client referrals.

Disclaimer:  The views expressed in this article are based on the opinion of the author, unless otherwise noted, and should not be taken as personal medical advice. The information provided is intended to help readers make their own informed health and wellness decisions.

Ian Kornbluth, Co-Founder

CEO | President
Ian's entrepreneurial spirit stems from growing up in Arizona around the family business — a small chain of "New York Style" pizzerias. Early on in life, Ian learned how to treat the customer like a person, rather than a number. He observed how the community came together to support an establishment that offered both quality food and an exceptional customer service experience. He also learned to appreciate how much sacrifice, perseverance and integrity that it took to make a positive change in the world around him.
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