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Five Strategies to Maintain the Trust of Your Healthcare Professional Clients

By Bob Phillips 5:00 pm MDT 9/14/2020

You’ve worked hard to establish a solid client base of healthcare professional groups. But now you’re finding that several of your best clients aren’t returning your phone calls or responding to emails you’ve sent. Why aren’t they communicating with you—what happened?

In cases like this, you may have lost their trust. And that hurts. Nobody likes the feeling of losing a client—especially because the relationship has eroded. How can you keep this from happening?

Fortunately, there are steps you can take to ensure that you maintain the trust and respect of your clients. The following five strategies will help you do just that.

Make every interaction count

As you know, some clients require more attention than others. A few always call with questions about account performance, or they need some type of client service. It can become easy to treat your clients mundanely when they’re not calling to initiate a purchase.

Healthcare professionals and their practice managers provide top-notch care to their patients and they expect that same standard of service from their brokers and advisors. So avoid looking at any communications as routine. Make them feel that their call is important, or that a portfolio review meeting isn’t just another meeting. Remember, every interaction is a chance for you to add value and maintain trust.

Initiate communications

The only time some brokers contact clients is when they think they can make a new sale. Don’t be a broker who only reaches out when it’s to your advantage. If your clients get the impression that you only call when you want something, they’ll duck your calls, and you’ll quickly lose their trust.

Initiate communications by occasionally sending them articles relevant to their practice. It can be something as simple as how to motivate staff, or something more complex like how artificial intelligence is transforming healthcare . Sending them unsolicited information demonstrates that you have a sincere interest in them and their business. Trust is maintained.

Service efficiently and accurately

Your clients trusted that you would provide service when they needed it. So when they need assistance, that’s the time when you can shine and also prove that their trust was justified.

Go the extra mile and provide service that will make them raving fans. Respond quickly, showing them that you are as responsive as they hoped you’d be. And whatever they ask you to do, get it done right the first time. If they can’t trust you to do so, they won’t trust you if they have to ask a second time.

Grow professionally

Your client would never have signed on with you if they didn’t see you as a professional in your field. As healthcare professionals, they know that they must continue to develop professionally, and they expect the same from you.

Join local and national associations, like the International DI Society (IDIS), and attend their meetings. Meet all of your continuing education requirements and see them as a chance to learn and grow professionally–not just as something you have to do. You’ll keep and build the trust of your clients as you offer them greater value.

For a good start, listen to legendary broker Bill Buchholz talk about the most important lessons he learned in the healthcare professional disability insurance (DI) market.

Show appreciation

Don’t forget that some of your clients may leave you if they’ve been courted by another advisor who shows a sincere interest.

Healthcare professional groups typically make for very profitable clients, so many other brokers will look to earn your clients’ business if you don’t actively show appreciation.

It’s the little things that make the difference when it comes to showing appreciation. People like and trust someone who shows a sincere interest in them. Seemingly small things, like sending a card during the holidays or bringing coffee and bagels to their practice unannounced, are very much appreciated and show that you care.

Healthcare professionals know the value of trust. These are five strategies you can easily implement to show them that you do, too.

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