Working with over 300 practices and managing over 15,000 consults a month, we now have a formidable data set to mine some interesting trends over different peer groups. Moreover, we’ve seen the industry increasingly accept the data we’ve published on the impact of driving more same-day starts—but what happens when you don’t get a same-day commitment? When training on our Pending Management tool to manage follow-ups, team members will often tell us, “Patients who are going to start generally start. If they aren’t going to start, chasing after them won’t change that”, or “I don’t want to bother them.” In fact, these notions could not be further from the truth and conflict with accepted consumer behavior norms. Although best practice follow-up marketing principles do indicate there is a point of diminishing return, that point is typically well beyond what most practices action, and well beyond their comfort zone. As in most other industries, there is meaningful value in pushing past that discomfort. Diligent follow-up keeps the relationship engaged and reduces the chance that patients delay treatment or end up in another practice. Consider this:
We wanted to see the difference in conversion rate between comparable sets of practices that actively use OrthoFi’s pending management follow-up tool and those that don’t. The system automatically prompts the Treatment Coordinator to populate a follow-up date and the reason for any consult that does not end in a start. Then, the practice dashboard follow-up tool displays all those follow-ups and pop-up reminders. Some practices actively manage their follow-ups, updating with actions and new follow-ups or with recall appointments.