It’s been 4 years since I had back surgery and that guy up there is the neurosurgeon that performed the work. This week, I received an email linking to a questionnaire about my health and basic inquiries about the longterm success of the surgery.
I’m certified in content marketing, email marketing and inbound marketing — all include strategies and methodologies insofar as “nurturing clients.” Rethinking the process after this most recent connection from OrthoIndy, I believe nurturing isn’t always effective when handled in a generic, online manner. I “get it” if you’re offering a special or some new service to past patients/clients, but an online survey as a form of reaching out? BLAH!
If my back gives me problems, I’m going to call good ole’ Gabriel — with or without getting email surveys. I don’t need to be reminded of who he is or where he’s employed because I’m so satisfied with the service he provided I wouldn’t go anywhere else. I don’t need to go to an online survey and check some box that flags someone to call me and attempt to schedule a follow-up appointment.
I have to wonder… for the money spent on this service, could a real live person be hired to pick up the phone and just ASK patients how they’re doing? Would the ROI improve? Personally, I’d rather a few college students be employed to work from home… “Hello, I’m a student at IUPUI and have been retained by OrthoIndy to reach out to valued patients. Your surgeon, Gabriel, would love to know how you’re doing since your surgery in August 2014….“
Now THAT, to me, would create a personal connection to cement the relationship — something an online survey can never accomplish.