This morning I received a letter from Home Depot informing me that my email address had indeed been compromised and that hackers would most likely send me junk mail, and try to spam my phone number. My knee jerk reaction was, here we go again, but the reality of an apology letter is not always apparent.
For as much trouble as we give large companies that experience these attacks there are many hidden benefits for companies that come clean.
While consumers or patients may be upset about having to change passwords or debit cards the opposite of no news can also place questions upon other service providers.
Suppose your bank was recently hacked and you had to change a password you would likely be more confident in the following:
- The bank is unlikely to hide anything major.
- A solution to the problem is being worked on.
- If there is an issue you will be notified.
This may not be immediately apparent but imagine how a competitor may be viewed in the same situation. For example an online bank with no physical offices would have to overcome the following:
- Is my money safe?
- Will there be people monitoring my account?
- What’s being done to manage my account?
While the bank is now being questioned a smaller bank has yet to prove how they would respond in the same situation. It also raises questions about local businesses or competitors.
While the media will have its own spin consumers notified by the bank in letter or statement will know, they are listening, doing something, and honest. The competition is left to prove that and more.
Quick tips for Trust
For this example I’m going to use a medical office as the subject for these tips:
Snap Office Pics
During a busy day with many important things to do office photos seem like a silly agenda item for a trust building exercise but you’d be surprised how important they can be.
Patients often want to know how clean an office is and how presentable the rooms are. Many will often form conclusions based on the layout and cleanliness of an office. I often recommend offices use their phone or let me snap some really quick. It’s not necessary to hire a professional or take the perfect photo, too much polish or professionalism may look give the impression the photos were altered and do not represent the real look. So while you wouldn’t snap a photo of a stack of the recycling bin overflowing, it’s not recommended to over-polish photos.
Another benefit the photos bring is the ability to provide directions on how to get there. Yes we love map apps but there is nothing better than a simple photo of the office exterior to let people know they are at the right building. Directions are not only good for people trying to find an office but for someone considering visiting it simplifies the process and provides one less thing to lookup and search for. Many tools already do this but Google Maps requires switching to the app, and then tapping over a few menus till a photo of the office is found. So to keep it real simple it’s easier to post a photo.
Certifications or Letters
I recommend buying a scanner or designating someone as scanner in chief because it’s a good idea to scan board certifications, awards, and thank you letters with names omitted. Not only of the doctor or surgeon but even PA, Dietitian, Medical Assistant, or Dental Assistant.
What this shows is effort from the practice to be transparent. We all know the symbols and seals that hover over many pages, but those images are very common and likely on other websites. The most unique ones an office can provide are the ones exclusive to the office that no one has.
While I know it’s a labouros process and some haven’t been removed from their frame for years, it’s the smal, things that separate us from everyone else.
This is probably the most difficult and extensive one on the list but will make things simpler in the long run. We will be working on building some examples on how best to approach crafting documentation but it’s helpful to have written policies and pricing that the office can use or post on the website. This can also build trust informing patients the office has served enough patients to have a systemic approach to common questions or simply provide a strong framework for employees to follow a protocol.
These are just a few simple things that while they may only provide a small benefit can yield dividends in the
long run on winning people’s trust.