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Offer the patient knowledge and guidance so that they are empowered to make an informed decision • Is the reception and waiting room warm, welcoming and comfortable? • Is the clinic professional looking, with neat, tidy products and equipment? • Is the receptionist welcoming, friendly and knowledgeable? • Is the team dressed professionally and behaving in a professional manner? • Are the staff enthusiastic and knowledgeable? In-depth consultation process As they say, there is no second chance to make a first impression. Hence, it is essential to deliver an exceptional level of care and service from the very beginning. The below will help patients develop trust during the consultation: Communication Effective communication is essential to developing a mutual understanding between the patient and the practitioner. Communication encompasses speech, visual aids, clinic environment, how patients are greeted and much more. Getting to know your patient on a personal level by spending adequate time with them and learning about and understanding their personal situation helps build rapport and enables trust to develop. Time during consultation It is essential to allow patients plenty of time to discuss their concerns, especially during the first consultation.2 Patients should not feel rushed and should have the opportunity to discuss all the issues that concern them and know that they have been taken seriously.2 Give the patient your full and undivided attention and time. Offer the patient knowledge and guidance so that they are empowered to make an informed decision. I believe more educated patients are more satisfied patients. Speak honestly Always speak to patients honestly. Most patients will appreciate your candour. It is
essential to make sure that your patients’ expectations are realistic and that they are aware of the costs, limitations of treatment, possible complications and likely outcome. Shared decision making Develop personalised treatment plans with costs, which are written down for them to take home and consider. Give additional information regarding the procedure, including recovery time and potential side effects. Check that the patient understands the procedure and process and feels comfortable going ahead with treatment. Patients will feel more confident if they are involved in the decision making process.3,4,5 Patients are putting their trust in the practitioner and clinic, so want to feel that their treatment is safe and will help them achieve excellent results. Cooling-off period It is important to give patients a coolingoff period and provide the opportunity for them to return and ask more questions. The cooling-off period depends upon several factors such as the invasiveness, complexity and permanence of the procedure and the risks involved. Patients need to be able to make informed decisions in their own time. This is a GMC requirement for doctors but, in my opinion, should be followed by all aesthetic practitioners.6
3. Future communication Contacting patients after an initial consultation or a procedure makes the patient feel that you care. This is ideally done with a telephone call made by a member of the team, such as reception staff or therapists, the next day and then a follow-up appointment with the practitioner who performed the procedure. This is to make sure that the treatment went to plan and to address any concerns that the patient may have. It is also important to have visual proof in the form of before and after photographs or videos that patients can refer to, to illustrate
the results achieved with treatment. It is important to find out how a patient would like to receive communication after their procedure – via phone calls, emails, text, newsletters etc. They can state their preferred methods on their initial consultation form. Ensure you listen to your patients’ requests as they will not want to be bombarded with information that is irrelevant to them. As well as electronic communication, information evenings are an excellent way to provide knowledge to patients and potential patients regarding the clinic and specific treatments. It is vital to allow patients to give feedback post procedure and express any concerns or positive thoughts that they may have. Patients value the fact that you listen to what they have to say and if you ensure that they feel that their opinion matters, this enables trust to develop. It also allows the clinic to address what is working and not working, thus enabling the clinic to grow.
Summary By considering the above five points, you will be well on your way to developing patient trust in your abilities and your clinic. However always bear in mind that the best way of developing long-term happy and loyal practitioner-patient relationships is on a foundation of trust and by taking care of our patients. Dr Rekha Tailor is the founder of health + aesthetics. She has been a qualified medical practitioner for more than 27 years and an aesthetic practitioner for more than 10. Dr Tailor is a full member of BCAM and of the RCGP. REFERENCES 1. Nielsen, Global Trust in advertising survey. Winning strategies for an evolving media landscape, 2015. <http://www.nielsen. com/content/dam/nielsenglobal/apac/docs/reports/2015/ nielsen-global-trust-in-advertising-report-september-2015.pdf> 2. Freeman GK, Lavoisier CJ, Afonso NM, et al, ‘Evolving general practice consultation in Britain: issues of length and context’, BMJ, 2002, pp.880–2. <http://www.bmj.com/ content/324/7342/880> 3. Ommen OT & Holger SP et al., ‘The relationship between social support, shared decision-making and patient’s trust in doctors: a cross-sectional survey of 2197 inpatients using the Cologne patient questionnaire,’ International Journal of Public Health, 2011, 56, pp.319–27.<https://www.ncbi.nlm.nih.gov/ pubmed/21076932> 4. Cohen D & Longo MF et al., ‘Resource effects of training general practitioners in risk communication skills and shared decision making competences’, Journal Evaluation Clinical Practice Impact, 2004, 10, pp.439–45. <https://www.ncbi.nlm.nih. gov/pubmed/15304144> 5. Edwards A & Elwyn G, ‘Involving patients in decision making and communicating risk: a longitudinal evaluation of doctors’ attitudes, and confidence during a randomized trial’, Journal Evaluation Clinical Practice Impact, 2004, 10, pp.431–7. <https:// www.ncbi.nlm.nih.gov/pubmed/15304143> 6. General Medical Council, Guidance for doctors who offer cosmetic intervention’s 2016, pp.24-27. <http://www. gmcuk.org/Guidance_for_doctors_who_offer_cosmetic_ interventions_210316.pdf_65254111.pdf>
Reproduced from Aesthetics | Volume 4/Issue 4 - March 2017