Dermatology: Case Study

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Dermatology Incorporated Background 

Dermatology Incorporated is a large network of dermatology experts dedicated to treating the unique medical needs of each patient using the most advanced technologies. 

Following the completion of his dermatology residency, the founder of Dermatology Incorporated established a solo dermatology practice in Orlando, FL. Shortly thereafter, he expanded his footprint establishing three more locations, which has since grown to over 150 locations in the state of Florida. 

As Dermatology Inc. continues to grow, its founder understands that having a concrete strategy and control structure for managing the customer experience is critical to the continued success of the business, especially in the healthcare industry. 

Dermatology Inc. Begins Trial Program with [Layline] 

The Pain Points 

Looking to build on the company’s commitment to providing an excellent customer experience, the head of patient experience at Dermatology Inc. was tasked with finding a partner to measure the company’s efforts while also planting the elements of customer experience firmly into the company culture on an organization-wide level. 

During her search, she found XAmplifier and was captivated by its cloud-based software. Using proprietary algorithms, the software is designed to help businesses build their online reputation, optimize the customer experience, grow digital audiences, and drive marketing insights, making it a perfect match for the needs of Dermatology Inc. 

The two companies quickly developed a trial program that would help to measure customer experience using  Net Promoter Scores. From the viewpoint of Dermatology Inc., their goals for the trial were to understand how the software works, what the organization could do with the software and determine where exactly it would help the company improve.

XAmplifier Trial Program: Details and Results 

Over the course of the three-month trial in 2019 Dermatology Inc. experienced tremendous results leading to a full contract with XAmplifier that would extend to all of the 150-plus locations. 

Transforming Corporate Culture Through CX 

In most cases, a business’ success and growth are largely tied to the customer experience they provide. This was a major driver for Dermatology Inc. in seeking out a partner that could help them emphasize and implement a company-wide transformation through exceptional customer experience. 

With years of experience in the hospitality industry, their head of patient experience understood that Dermatology Inc. had a unique opportunity to be a part of the customer experience evolution in healthcare. 

“We want every patient’s experience to be a great experience,” said the company’s patient experience representative in an interview with XAmplifier. “We fully believe our customers shouldn’t experience any issues from scheduling an appointment all the way through to checking out from the hospital.” 

How Dermatology Inc. Measures the Customer Experience 

While there are several ways in which a company can measure its customer experience, XAmplifier uses Net Promoter Score (NPS) to help companies quantify the level of experience their clients are providing customers. 

It’s likely that you’ve seen, or perhaps even taken a Net Promoter Score survey from a business you frequent. While it may seem simple on the surface, NPS provides invaluable information to companies that use it. 

What is Net Promoter Score? 

Net Promoter Score gauges the likelihood of customers proactively recommending a business to their friends, family, and colleagues. Rather than basing the perception of a company on specific interactions, the two types of NPS surveys measure both the customer’s loyalty to a company or brand (Relationship NPS) and the experience a customer had during a specific engagement with a company (Transactional NPS).

The score is obtained through a survey asking the likelihood of a customer recommending a company’s services to friends, family, and colleagues. While there are many methods in which this survey can be passed along to customers, recent data suggests that consumers prefer email above all other communication channels. 

With NPS scores above 80 over the last two years, Dermatology Inc. has proven that this physician network exceeds expectations in every way when it comes to the customer experience. 

Dermatology Inc. Customer Experience Initiatives 

Throughout its partnership with XAmplifier, the company has taken insights from customer data and implemented several innovative customer experience initiatives that are producing remarkable results and turning the heads of their customers. 

The Customer Experience Playbook 

As Dermatology Inc. began its organization-wide implementation of XAmplifier’s software, it helped the company to develop important communication processes and documents, both internally and externally. Among these protocols, the leadership team at the company created a Customer Experience Playbook which includes 20 key items about customer experience. 

Dermatology Inc. has numerous uses for the playbook from employee onboarding to daily “Huddles” to discuss the playbook and ensure that the content remains relevant and applicable. 

The lead physician at an affiliate based in Michigan discussed the importance of these conversations: “The biggest thing is that we are reminding everyone that our approach should always be one patient visit at a time. It has literally changed the narrative, in terms of our focus on customer experience.” 

The 48-Hour Gold Standard 

In order to calculate customer experience, XAmplifier sends survey invitations to patients. Patients submit survey responses which then produce a Net Promoter Score for the provider. When a patient submits a survey with a score of eight or below, the Dermatology Inc. location manager has a 48-hour window to respond to the customer.  XAmplifier makes it easy for clients to engage with their customers directly through its software platform, saving the staff valuable time. It’s important to note that the clinic saves money on every patient that is “saved” in their efforts to improve client retention. 

Concierge Service for Mohs Surgery 

When it comes to Mohs surgery, a precise surgical technique used to treat skin cancer, the Dermatology Inc. physician network does everything it can to ease the minds of patients during a difficult time. 

For patients who are receiving Mohs surgery, the company has created a concierge-like service that ensures the patients and their loved ones are cared for prior to, during, and following the procedure. The results of this specific customer experience initiative are staggering as patients clearly recognize the extra care that the staff is providing. 

The Power of Online Reputation 

While having great customer experience is absolutely essential in today’s business landscape, it’s only half of the equation. The corresponding element, online reputation, is equally as important for any business and especially medical practices. 

In the case of most businesses, online reputation management is an area of the greatest need and a practice that is proven to generate significant revenue when given the appropriate attention. According to a recent survey, at least 50% of businesses said a lack of time was the biggest reason for their lack of effort when it comes to online reputation. Additionally, 27% of companies are not focused on their online reputation due to budgetary restraints. 

Although these seem to be fair and logical reasons on the surface, online reputation is quickly becoming a leading referral source for many companies, including healthcare providers, and it’s a trend that several doctors at Dermatology Inc. have been recognizing more recently. “Siri told me to come to see you.” 

At XAmplifier, we’ve heard several fascinating stories from our clients about how online reputation and attention to customer experience have helped their business. One physician shared a particular story that was new, even to our team. 

Following the examination of a patient, Dr. Derm as he routinely does, asked the patient how they heard about his practice. The patient responded, 

“Siri told me to come to see you.” The patient then showed Dr. Derm the proof after conducting a voice search on an iPhone. 

Dr. Derm shared an additional story with us about a 90-year-old patient who came into his office for an examination. Her response to his favorite closing 

question, “I found you on Google.” Not only does this story show the impact that online reputation has on businesses, but it also proves that people are 

both reliant and trusting of recommendations from the Internet, as well as proof that online reputation is applicable and significant for every business in every 

industry.That is to say, if a 90-year-old is using Google, let alone the internet to find a doctor, the same can be said for people of all ages for any product or service they require. 

Leveraging Online Reputation to Expedite Growth 

Throughout the entire growth phase for Dermatology Inc., the organization’s partnership with XAmplifier has been a major point of leverage when it comes to bringing in new doctors and maintaining existing practices under the corporate umbrella. 

A quote from one of Dermatology Inc.’s executives demonstrates the value of the partnership with XAmplifier.

“Between the combination of our nationally-recognized presence along with the tools XAmplifier provides to measure customer experience and optimize online reputation, it’s a compelling pitch to any physician or medical practice as to why they should join the organization.” 

ABC Review Volume Growth with XAmplifier 

Conclusion 

From the perspective of our team at XAmplifier, the immense dedication to customer experience from the very top of the organization down to every last employee at Dermatology Inc. demonstrates the company’s empathy for all of their patients and understanding of what it takes to be a nationally-renowned healthcare provider. 

While XAmplifier provides the organization with tools to better understand their customers and the performance of every aspect within each of its 150-plus locations, the physician network as a whole has united under the common goal of delivering exceptional customer experience. With those tools in hand and the processes that have been developed and are practiced daily, the results in terms of customer satisfaction and return on investment have been profound. 

As one company executive described to our team about Dermatology Inc.’s commitment to the customer experience on an organization-wide level, “this entire process has been an evolution, not a revolution.”