Using a Net Promoter Score to Gauge Your Healthcare Franchise’s Customer Feedback

By: Christine Dura

The best way to ensure growth for your healthcare franchise is to focus on the customer experience. One method to tracking this is through a Net Promoter Score, which helps determine who many of your customers are satisfied with their experience at your business.

Your Net Promoter Score (NPS) can help inform you how you need to improve the customer experience. It provides a measure of your customers’ overall perception of your healthcare franchise, and sheds light on every aspect of their journey.

If you don’t place importance on the customer experience, it doesn’t matter if you’re providing the best medical care in the area. If a patient doesn’t have a positive experience at your clinic, either with your receptionist, the doctor, or even with the waiting room, they won’t recommend your office. Your business should thrive on referrals and word of mouth, so if you’re not encouraging that behavior, something needs to change.

In order to obtain this Net Promoter Score, it starts with a one-question survey that should be sent to every customer as soon as they exit your clinic. Try sending the survey via text, as the response rate is 15-40 percent higher than emails. And if they’re sent right away, you’ll get a timely response that allows you to react in real time to a less-than-stellar rating. 

The question that’s proven to get the most helpful results is:

“Using a scale of 0-10, how likely is it that you would recommend [your clinic here] to a friend or colleague?”

This will elicit a gut-reaction of how much they enjoyed the service they received at your healthcare franchise. From there, you can categorize the responses as follows:

• Promoters (score 9-10) are loyal enthusiasts who will return and tell others about you, helping you grow.
• Passives (score 7-8) are satisfied but unenthusiastic patients who may consider your competitors.
• Detractors (score 0-6) are unhappy patients who can hurt your business and growth through negative word-of-mouth.

Now that you have these numbers, you can calculate the NPS. Count the percentage of promoters and detractors, then subtract the percentage of Detractors from the percentage of Promoters. The score could be anywhere from -100 if you have all Detractors, or 100 if all Promoters.

Your NPS score will quickly help you determine if you are providing a positive customer experience. This feedback is invaluable, and will show you how you need to improve your healthcare franchise.

Compare your score against industry benchmarks and compare your clinic to other growing companies. Make changes based on feedback to improve your business and your score. You should send this survey to every single patient to continue gathering data and track your customer feedback.

OrthoNOW is the first and only Orthopedic franchise. Contact Christine Dura at Christine@orthonowcare.com for more information about franchise opportunities.

Christine has over 25 years of quantifiable executive management and franchise related leadership experience within the US and internationally with notable franchise startups in the service, technology, retail, food, health and wellness, financial service, medical care, technology and professional services.   As a Senior Franchise Executive and Entrepreneur, Ms. Dura has been both an individual contributor and has successfully led world-class teams.

Ms. Dura excels at partnering with all core business operations to significantly increase the company’s foot print, expand market share, and generate sustainable revenue and EBIT gains.  Her proven successes, combined with her Master Degree in Training and Development, have shaped Ms. Dura’s uncanny ability to identify opportunities, build mutually rewarding partnerships and produce remarkable results. 

In addition, as a four-time Master and Unit Franchise Owner, Ms. Dura is in a very unique position to leverage her experiences and reputation at all levels in franchising along with her vast personal and professional investor network to drive immediate and long term results.   As OrthoNOW’s Chief Development Officer her role is to identify critical gaps in franchise growth and implement strategies to drive results. Her unique background allows her to leverage past experiences and solid reputation to spearhead OrthoNOW’s national expansion plans.