Scripting: The Security Blanket Your Business Needs

, ,

“Hello, thank you for calling ABC Office. How may I help you?”

“Hi, I need to check the activity on account #4145.”

“Your name?”

The caller gives his name and as the receptionist pulls the account up on her computer, he explains that it actually belongs to his dad. “It’s okay though. He asked me to check on it,” the caller says confidently. 

But the receptionist can’t find the caller listed as an authorized user anywhere. Now what?

The receptionist needs help with her next steps. She needs to know what her employer’s policy is in these cases and ways to represent that position, all while expressing respect to the customer. In other words, she needs a script.

What is scripting?

Scripting, at its most basic, is a pre-written set of lines used to guide interactions with your customers. Answering the phone is a very practical example of how scripts work. However, a true scripting  process ensures that all your team members are equipped with the  confidence and security they need  to deliver the right message at the right time. From greeting the people who walk through your doors to answering questions on social media to taking calls from upset customers, a well thought out script allows your team to respond in a way that best represents your company’s values and builds trust. 

Scripting benefits your customers, too. They’ll receive consistent, on-brand communication that guides them toward making an appointment, placing an order, or signing up for your email list.  Ideally, there should be a script for every aspect of your customer’s experience, from the very beginning to the very end. 

The best scripts are the ones that work for your business. They can be as detailed or as minimal as needed. Their main goal is to give simple guardrails and ideas your team can work with so that everyone starts from the same place. Scripts provide  your customers and your team members security and consistency,  even when staff, protocol, climate, or technology change.

Want to try scripting, but not sure where to begin? Follow MJM on social where we’ll share our pro tips for getting started. We promise to break it down into small tasks that build toward big payoffs. 

Want to take it one step further? Contact us for a consultation. Our experts can assess your scripting needs, help craft your messaging, and even train your staff.

How to (Actually!) deliver an outstanding customer experience

, , ,

I used to dread calling the doctor’s office. It wasn’t that it led to stepping on the scale (though that also wasn’t always pleasant) or the occasional shot or two.

It was that it led to music. Invariably, I’d be put on hold while the scheduler took another call, and for a few torturous minutes, I’d be accosted with a screechy, tinny distortion of The Four Seasons.

Vivaldi and I were not impressed.

My doctor’s office needed more than just higher quality on-hold music; they needed to examine their customers’ experience. Sure, they’d covered all the expected bases, but with a little insight and attention to detail, that office could have—in keeping with today’s analogy—gone from passable high school band to South Dakota Symphony Orchestra in no time.

What are your customers really buying?

Business leaders all agree that making customers and clients feel taken care of is paramount and worth the investment. But what they sometimes overlook is that customer care extends far beyond an aesthetically pleasing website and timely delivery of goods and services.

That’s not as far-reaching as it sounds, and even better, can usually be done gradually with a few simple changes. Whether you’re designing the experience at a coffee shop or a healthcare center, here are a few strategies to get your customers raving about their time with you:

  1. Experience your customer’s point of view. Start back at a Google search and move to filling out your website’s contact form. Call your business for directions, park in the customer section of your lot and sit in your waiting room or public area. Walk through the entire experience, being mindful of ways to improve. And don’t just do this once; do it on a regular basis.
  2. Take every sense into account. What do customers smell when they visit your location? Is the space too dark or too light? If there’s seating, is it comfortable? Consider the noise level and background music. Are they pleasing or distracting? Look at accessibility. Are counters too high for someone in a powerchair to see over?
  3. Train your staff. Customer care goes beyond being friendly and helpful and doesn’t always come as naturally as we assume. Be intentional about training your staff to show empathy toward customers, clients, or patients. These changes can often be simple to implement. Instead of calling patient names across the waiting room, staff at Vance Thompson Vision in Sioux Falls make a point of walking to patients before greeting them. It gets the interaction off on a personal note and puts patients at ease. Another business realized that handing its clients off from one professional to another, while efficient for them, was disorienting for their clients. They adjusted their workflow so that clients worked with the same representative from the beginning to the end of their experience.

Making your customers feel valued and cared for is crucial to your business. The kind of marketing a loyal ambassador provides is priceless, but with some mindful changes you can tap into its benefits. (And this time Vivaldi *will* be impressed.)

Want more good stuff from the team at Matt Jensen Marketing? Subscribe to our newsletter at the link below.

Webinar: Telemedicine in Practice

,

During this live webinar, Vance Thompson Vision experts, Susan DeGroot, Clinic Director, Montana, and Janet Cox, CPC Director of Billing and Coding and veteran practice administrator and Matt Jensen Marketing Account Executive, Cindy Haskell, shared an overview of how to implement telehealth services and provide practice insights drawn from actual experience. Watch the entire webinar or download the presentation below:

 

Live Chat: Survival Marketing

, , ,

During this live webinar our own Courtney Davidson was joined by KeyMedia Solutions CEO, Korena Keys. They offered some insight into how businesses can best respond to business challenges during this temporary crisis.

Webinar Recording

Resources

Here are some of the resources referenced in today’s webinar:

Communications Audit PDF
This communications audit will help you think through your approach to marketing during this time.

COVID-19: Ad Credits for Google Ads Small and Medium-sized Businesses
From Google: “We want to help alleviate some of the cost for small and medium-sized businesses (SMBs) to stay in touch with their customers during this challenging time.”

Facebook Small Business Grants Program
Facebook is offering $100M in cash grants and ad credits for up to 30,000 eligible small businesses.

Mend Join Make

Matt Jensen Marketing is offering 19, 1-hour virtual brainstorming sessions to help businesses and non-profits work through communication and marketing challenges during the COVID-19 pandemic. Learn more or sign up for a session today!

Accessibility for All: Why Accessibility Matters and Where to Start

,

Web accessibility has been on a lot of people’s minds recently as everyone from presidential candidates to grocery stores have come under fire for websites that don’t comply with ADA standards.

Because we work with several eye care clinics at Matt Jensen Marketing, accessibility is doubly important because the chance that someone with a visual impairment will visit the site goes from a probability to a certainty. Because of this, I’m going to focus mostly on visual accessibility, but web accessibility actually encompasses visitors with many different needs. These users could include someone with limited mobility because of a disease such as cerebral palsy, someone who is learning English as a second language, or someone who is temporarily disabled by an injury.

In short, web accessibility is as broad and diverse a topic as humans themselves. Making a site accessible can seem like a daunting endeavor, but hopefully these suggestions will get you pointed in the right direction.

Building Accessibility from the Ground Up

While I’d love to say that we can make a few easy tweaks to make your existing site accessible, the truth is that meaningful accessibility begins in the earliest planning stages of a website. But the good news is that you can make any site more accessible without learning a bit of code.

One of the most important considerations for accessible websites is making having well-structured content. You should approach organizing content the same way you would an outline for a research paper when you were in school. There should be a clear and direct hierarchy and page names, headings, etc. should be descriptive but skimmable. This makes it easier for screen readers to scan pages and makes for a better user experience overall.

Making the Invisible Visible

As web design has advanced, it has become more and more reliant on big, splashy visuals. This is great for a lot of us who were bored looking at pages and pages of plain text, but it does make it difficult for people who rely on screen readers to get the full experience of a website.

Enter alt tags. Alt tags are descriptive meta data that are used by screen readers to describe an image on a website to someone who is visually impaired. People with full vision often don’t understand how much information we get from visual cues. So while alt tags can’t suddenly make someone who’s blind see that stellar photo of your office, they can help provide context that can be helpful for understanding the rest of the content on the page.

Along the same lines, it’s important to avoid burying text within images, especially text that conveys important information such as dates of events or how-tos. Often, people try to call out important information by turning it into graphic, but that may actually hinder many people’s access to it.

Providing Adequate Contrast

While optimizing for screen readers is important, many people who visit your site may be temporarily or only moderately visually impaired and may not require the use of screen reader. These include people who are color blind, suffering from cataracts or glaucoma, or even someone viewing the website in poor lighting conditions.

For these cases, it’s important to make sure the visual elements on your site provide adequate contrast. This means that all text should have a 4.5:1 color contrast ratio with this background. There are many tools to check to make sure your website adheres to these standards, but suffice it to say that the light gray text that has been the trend all over the internet recently probably won’t cut it. (Learn more about text readability in our blog about choosing fonts for cataract patients.)

Along with contrast, it’s also important to consider text size and whether or not it’s scalable, consistent standards for links and buttons that don’t just rely on color, and whether there’s enough room between clickable elements.

We All Need an Accessible Web

Accessibility remains a murky area and unfortunately, there are no clear-cut standards that will definitively prevent you from a lawsuit. But if you’d like to dig deeper, you can start by taking a look at the full Web Accessibility Guidelines (WCAG) established by the W3C.

But while accessibility may seem like a lot of extra work just for edge cases, the truth is that all of us will benefit from accessible websites at some point or another. Maybe you break an arm and can’t use a keyboard. Maybe you have a slow internet connection and can’t load images. Or maybe you just got bifocals and are having a hard time reading on a screen. By making the web accessible to anyone, we can create a better experience for everyone.

My PRK Journey

,

 

At Matt Jensen Marketing, we use a wide range of creative tools during our design process, but there’s no tool more important to a designer than his or her vision.

Joel Jochim, graphic designer and beard wizard, relies on his vision throughout the design process to create great visual work for our clients. After a decade of wearing contacts and experiencing discomfort in recent years, Joel went to Vance Thompson Vision to see if they could help. He wanted to see if they had a laser vision correction option to help him reduce or eliminate his need for contacts (while preserving and protecting his vision). Through a series of diagnostics, Joel learned he was a candidate for Photorefractive Keratecomy, or PRK. We sat down to ask him about his experience:

 

Q: What went into the decision to get this process started?

Joel Jochim (JJ): I had been wearing contacts for more than ten years, and most of those years had been fine and without issue. Eventually, my eyes started feeling uncomfortable on a daily basis, which is when I realized I needed a change. I had my eyes checked out to see if anything was wrong and it turned out my contacts were irritating my eyes to the point that they were leaving scars on my cornea, and even could have effectively left me blind. After the doctors at Vance Thompson Vision discovered that, they decided the scarring was significant enough to have the PRK procedure versus a more common approach like LASIK.

Q: What was your experience like with the doctors at Vance Thompson Vision?

JJ: The staff at Vance Thompson Vision was extremely personable and helpful. They were the only ones to alert me to what was actually happening with my eyes and gave me a clear path forward to improve my vision. Beyond that, they educated me about the treatment that was right for my unique situation.

Q: What was your recovery like? How is your vision now?

JJ: PRK is more uncomfortable in the recovery phase when compared to LASIK. While the procedure is quick and painless, I still took it easy the first week, especially in bright light. That being said, after that first week my eyes cleared up and felt better than they had in years. Six months later, my eyes feel completely normal and I have better than 20/20 vision. I genuinely couldn’t be happier with my choice to have PRK.

Q: What is one aspect of your life that has been improved, besides your vision, after this procedure?

JJ: The doctors at Vance Thompson Vision and the PRK procedure have made it so I don’t have “bad eye days” anymore, which occurred often in my life before the surgery. Making plans no longer depends on whether my eyes will be irritated or not. Now, I see better than I ever did with glasses or contacts and don’t have to worry.

For questions about PRK, call and schedule a free consultation with Vance Thompson Vision.

Client Celebration: Staging a ZEISS Formula 1 Racing Event Experience

,

At MJM, our team wears many hats while completing the diverse client projects; we fulfill the roles of designers, writers, storytellers, experience makers, account managers, videographers, carpenters, and many more. But last October, our team members took on a hat never worn before: Formula One Race Car Drivers.

Working with our partners at ZEISS, Logan, Abby, and Courtney took the lead for planning and executing an event celebrating the FDA approval of the SMILE astigmatism treatment indication in the United States at the American Academy of Ophthalmologists (AAO). Using a Formula One theme, the MJM team was able to create a wonderful evening of education, conversation, and enjoyment on a beautiful rooftop in Chicago.

In addition to the overall success of the event, here are a couple lessons our team took away from the event:

Logistics are very, very important!

This event celebrated the approval of the SMILE laser in the US for astigmatism treatment, which makes it a more useful technology for practices and more accessible to patients. SMILE is one of the first major innovations in refractive eye surgery in the past 5-10 years, which has brought energy and life to the doctors who are deciding to offer it.

Our partnership with ZEISS started when we helped create the first practice launch kit for SMILE, and the partnership continued as we helped curate and design this event. After moodboards, strategic goal discussions, MJM team brainstorming sessions, and dozens of calls, the event landed on a theme: Formula One Racing.

Perspective chalk racing car

Courtney poses as a driver. The account team found a Chicago chalk artist who created a massive perspective drawing that put attendees behind the wheel of a F1 racing car.

Our team developed all the graphics and layouts based on the theme and curated a three-floor immersive event experience, which included specialty cocktails and an interactive art installation. At the event, doctors attended six “pit stops”, where they interacted with a short presentation from an expert on SMILE, and were eventually lead to Dr. Dan Reinstein, a doctor and professor who wrote the first and preeminent textbook on how to perform SMILE for patients. Attendees who completed all the education pit stops had the opportunity to receive a signed copy of Dr. Reinstein’s textbook to take home to their practice.

The valuable takeaway is this: when your event marketing team is able to be a part of the planning, mockups, mood board, and event execution, it’s more efficient to facilitate coordination with the vendors. It took a full team to perfectly produce the event, which illustrates the importance of coordinated effort, time, and planning.

Experiences are met with experiments

Of course, we admit this event didn’t go off without a hitch (or three). From a change of speaker the night before, all the way to Logan putting his Exacto-knife skills to the test due to a mishap with program printing, the team encountered a number of unplanned hurdles that needed to be overcome.

The event was spread between three floors of the venue. Custom elevator signage helped theme each step of the way and direct event attendees to food, entertainment and education.

We also know there are peak experiences that are remembered far beyond any mishaps. As the attendees started arriving and moving from experience to experience at the event, they began to discover, enjoy, and be captivated by all of the small details created by our team. Meeting new people, interacting with the art, enjoying the signature cocktails, and learning new things achieved success beyond what our team had planned. These signature moments, and the culmination of all the moments into a signature experience, will be a lasting memory and takeaway for both the ZEISS and MJM teams.Beyond the night of the event, the work our team did to pull off the theme and overall event was extensive. The theming, attention to detail, venue, and overall event flow, and outcome were executed carefully and with high attention to detail. Members from our team also traveled to Chicago before the event to meet with vendors face-to-face because we understand how important it is to create those relationships in case we do need to call on them to overcome challenges on the night of the event. Each experience we curated was met with an experiment on how to accomplish it.

Time spent for each event is worth it

When you work with clients that are excited about their company, it makes throwing an event that much more successful. The time that went into planning with ZEISS was met with excitement and enthusiasm that their product had been approved.

ZEISS challenged us to immerse their audience in something more than just a traditional AAO event or brochure handout, so we designed a custom experience for their guests, including hiring a local street artist to create a race car photo opportunity right in the middle of the building. We wanted to share our love for experiences and make the ophthalmologists feel welcome and feel comfortable learning about the revolutionary procedure in a simple and organized way. It wasn’t just about the centerpieces and the lighting—it was about the guests that left and remembered why they were there and knew there was something worth celebrating that night.

It’s important to celebrate major innovations and milestones in product development. It’s good for the industry and good for patients. Events like this are one of the only times ZEISS can bring doctors together and immerse them in a brand experience. So much of their sales cycle involves going out to the doctor’s office, where they have no real control of the time, space, and environment. This event was a major opportunity to bring doctors together and shape the ZEISS brand experience, with full control of most of the details. MJM was proud to be a lead partner in building the experience.

ZEISS blue racing stripe

A ZEISS blue racing stripe runs through the venue helping to direct traffic and pull the theme together.

As we reflect on our experience through this event, we learned there is a major difference between just hosting an event and designing an event. We design and theme at MJM to use our knowledge of experience design and customer/client psychology. This event reminded us that every company, every product, and every type of customer deserves and loves to be delighted and surprised by a well-executed event. That’s why we love what we do at MJM.

MJM and ZEISS will continue partnering on projects in 2019 and beyond.

Maintaining Traditions and Exploring the Future of Ophthalmology at ASCRS

,

It has been at least 20 years since I attended my first conference of the American Society of Cataract and Refractive Surgeons (ASCRS) and I haven’t missed a single year since.

What makes it so special? The conference attracts physicians and practice administrators from all over the world who attend to learn the latest advancements in ophthalmic diagnostics and treatments, as well as best practices for delivering care to patients. It also gives us a chance to meet informally with our clients from all over the country.

The team at Matt Jensen Marketing is proud to support many of the industry’s leaders in ophthalmology, helping them to spread awareness of new technology, clinical studies and procedures. This year, several members of the MJM staff (including myself, Matt Jensen and Logan Wang) will be presenting at ASCRS and the joint American Society of Ophthalmic Administrators (ASOA) Conference. Our topics include:

  • Can My Practice Afford Another High-Tech Device?
  • Creating a Winning Culture
  • Measuring What Matters: Create a HIPAA Compliant Patient Satisfaction Survey with Compelling Data
  • Innovating the Patient Experience: Five Ways Private Practices Create Raving Fans

The mission of ASCRS is “to advance the art and science of ophthalmic surgery and the knowledge and skills of ophthalmic surgeons by providing clinical and practice management education and by working with patients, government, and the medical community to promote the delivery and advancement of high-quality eye care.”

Our MJM team is proud to be a part of this organization now and for many years to come.

How Will a CLEAR Review Help You Drive Success?

,

The CLEAR Review is MJM’s proprietary management optimization curriculum. It is a modular, customizable approach to reviewing your entire operation and improving your practice. What does this mean for you?

  • More patients, and happier patients
  • Engaged staff members who truly enjoy their job
  • A streamlined and understandable process
  • Positive awareness of your practice throughout the community
  • Reporting techniques that will assist you in navigating future changes
  • And, most importantly, a true team approach to the patient experience

The CLEAR Review creates the opportunity for MJM to spend time at the practice and benchmark performance and current standards using our 21-module system. The deliverable of a CLEAR Method Review is a robust write-up that offers feedback and an action plan to enhance patient experiences based on a customized approach.

We believe operational improvements to the patient experience are the most vital opportunity available to practices to improve surgical volumes, increase patient satisfaction, and create an engaged staff.

If you’re ready to take an in depth analysis of your Culture, Logistics, Patient Experience, Awareness in your marketplace and Reporting, the CLEAR Review can maximize opportunities to grow your practice.

Can You Read Me Now: Choosing Fonts for Cataract Patients

All over the country, doctors and their teams work hard to restore vision for their patients. The ophthalmologist’s toolbox is outfitted with trusted, life-changing procedures and techniques like advanced cataract surgery with lenses that help patients rely less on their glasses. Eye care professionals help change their patients’ perspective by making the world brighter and clearer.

At MJM, we help provide clinics with educational tools, brochures, ads and websites that cater to people with cataracts. One of the tools in the designer’s toolbox is typography. From signage and directions to brochure and website fonts, legible type can set the tone for a patient’s experience.

Here are a few things we keep in mind when we make typography decisions for audiences with limited vision:

1. Choose high-contrast colors

Cataracts prevent some light from reaching parts of the eye that create an image. When text color is too similar to background color, letters and words may become muddled and difficult to distinguish. Black or very dark text on a white background is most legible.

Graphic about choosing fonts for cataract patients - choose high contrast colors

2. Choose full-bodied letters

Fonts with a tall x-height, wide letters and long descenders and ascenders are easier to discern because they take up more space and create shapes that are easily recognizable.

Graphic about choosing fonts for cataract patients - choose full-bodied letters

3. Used mixed-case type

ALL CAPS not only appears to shout, but it also can make text harder to read. So can italics. Our brains read words as shapes rather than identifying individual letters. And since we are more used to reading in sentence case, our minds can process those words more quickly.

Graphic about choosing fonts for cataract patients - use mixed-case type

4. Choose moderate stroke contrast

Find a happy medium between uniform thickness (like Futura and other trendy sans serif fonts) and super high contrast. To someone with blurred vision, an ultra-thin stem can virtually disappear from the page.

Graphic about choosing fonts for cataract patients - choose moderate stroke contrast

5. Avoid condensed fonts

They narrow the natural shape of letter forms to take up less space. But, this also means that they are more difficult to read.

Graphic about choosing fonts for cataract patients - avoid condensed fonts

6. Use serifs for paragraphs

Serifs are like little signposts telling our eyes where a letter begins and ends. In a paragraph, they direct our eye traffic as we dig into longer copy.

Graphic about choosing fonts for cataract patients - use serifs for paragraphs

7. Stay positive

Negative text (white on a dark background) gives the illusion that the letters are thinner than they actually are, making them more difficult to read.

Graphic about choosing fonts for cataract patients - stay positive

8. Size matters

Twelve-point font looks different for Futura than it does for Brandon Grotesque. Printing an example proof can help tell if the font is going to be large enough.

Graphic about choosing fonts for cataract patients - size matters

9. Embrace space

Without enough space between lines, letters and around the text block, legibility is compromised. There are a few ways to do this:

  • Increase leading (space between lines) to about 1.5 times the normal amount.
  • Increase tracking (space between letters) so letters are less likely to visually run into one another.
  • Increase the margins to appropriately frame the text.
  • Write concise copy. Adding content to a limited space can compromise legibility. Shorter copy can be compelling, especially when it gets read.

Graphic about choosing fonts for cataract patients - embrace space

Like most rules in design, there are always exceptions. A font with uniform line thickness and low x-height like Brandon Grotesque compensates by increasing the leading (space between lines) without manual adjustment. The font that populates a brochure may not be the best for an outdoor parking lot sign.

Reference: http://www.aiga.org/typography-and-the-aging-eye