Actually Care for Your Customers

One of my daughters takes an antibiotic daily due to a medical condition she has had since birth. The next refill requires a doctor’s authorization. So I called his office, relayed that basic information to the person on the other end of the line, and she told me to just have the pharmacy fax the paperwork over to the office.

Which is exactly what I did.

After allowing an extra 24 hours for the pharmacy and the doctor’s office to communicate with each other, I went to pick up the prescription, only to hear from the young lady behind the counter that the doctor wants to see my daughter in his office before he will authorize a refill. Even though she is not due to see him for another six months.

I didn’t get a call from the pharmacy when they got the news.

I didn’t get a call from the doctor’s office when the pharmacy made the request for the refill.

The woman on the other line at the doctor’s office didn’t even bother to look up my daughter’s information when I called the first time so she could see that the doctor was going to insist on an appointment she isn’t due to have.

Occasionally, we have had physicians or purchased from organizations that have gone above and beyond to make sure that we had everything we needed. When something went awry, they contacted us immediately and helped us sort it out. And we have raved about them to anyone that would listen.

If things were OK and nothing really went wrong, then it was what it was. We generally won’t talk about them unless someone asks.

For situations like this, there is nothing good to say. Because what it comes down to is the fact that they simply do not care about the patient (customer). And it’s their job to. That’s what’s most amazing about the whole thing. If you are in any type of business, even as a physician, your primary responsibility is serving the customer. Without him, there won’t be anything for shareholders.

Go the extra step of actually caring for your customers and you’ll be setting the stage to get more.

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