PART 1 of 2: Communication sounds simple. In reality it is one of the trickiest parts of running a medical, dental or veterinary practice. You are no longer choosing between a phone call and a letter. You are now juggling text messages, email, booking portals, WhatsApp threads, live chat, social feeds and patients who all have different levels of comfort with technology.
The goal is not to be everywhere. It is to be effective.
Technology has multiplied the number of ways patients expect to hear from you. TikTok landing in Australia four years ago completely shifted how younger audiences consume information. At the same time, many older patients still prefer a phone call with a real human.
What this means for your practice is simple. Your communication approach will not stay relevant forever. You need to review and refresh it often. If your email open rates are high but your Instagram is lifeless, you have already spotted the issue.
To understand communication properly, break the experience into three stages.
This stage shapes the patient's first impression. Typical touchpoints include:
Clear communication reduces anxiety and builds trust before your patient even walks in.
Communication here is both verbal and non verbal. Patients notice:
These seemingly small moments shape the overall perception of your care.
This is often the weakest point for practices. Key communications include:
Good follow up prevents confusion and keeps the patient engaged in their treatment plan.
Patients rarely seek healthcare when they are relaxed and thriving. They are often stressed, unwell or worried. If your communication creates additional friction, they feel it immediately.
When you communicate well, patients understand their treatment, trust the process and stay connected. When you communicate poorly, the opposite happens.