I didn’t think it would be so complicated. Following up on a physical therapy referral from my physician, I dialed the first number. The answer was an abrupt, “XYZ Physical Therapy. Hold, please.” She never came back. I called the next number. It rang several times with no answer, then I was transferred to voice mail. I left my information. For the record, the call was never returned. 

It was the third call that made me feel like perhaps I was the victim of some cosmic conspiracy to thwart my treatment. The receptionist answered the phone with a friendly, “Hello.” I said I probably had the wrong number as I was calling a clinic. “This is the clinic,” came the reply. “Oh,” I continued. “Well, I’m calling to make an appointment.” Her tone suddenly changed from friendly to aggressive. “How did you get this number?” “My doctor gave me this number when he referred me. Is there a problem?” I asked. “This is a line that we use for our personal calls, and we don’t like patients calling on it,” she replied. Needless to say, I did not receive treatment at that clinic.

This type of behavior is not just shocking, it is potentially very costly. Other than direct referrals, the telephone is one of your prime sources of business. Effective first contact is vital to any business because if you don’t bring a person in on the first contact, chances are you will never get a second opportunity.

Teaching your staff proper phone manners is vital. If they are busy and place patients on hold, it is a good idea to have a recorded “hold” message about yourself and your services in general. This not only makes the wait less boring, it also educates the patient about you and your practice.

Finally, it is important to remember that word of mouth is another primary source of business. If a patient is treated with rudeness or lack of respect, that patient is probably going to report the incident to his or her physician.

Many people are nervous when they make initial contact. They could be in pain, don’t know if physical therapy hurts, and have no idea what to expect. If they have to “work” to set up an appointment or struggle to get someone’s ear, they’re going to keep calling around. Ultimately, the business will go to the PT who makes people feel welcome.