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Aren’t you tired of losing patients after they are done with their treatment plan? Always chasing new patients?
The reality is you don’t always need new patients. You need better patient journeys that make your patients want to continue working with you… even on maintenance.
When you have an exceptional patient journey, you bet top dollar it becomes easier to
get review
get referrals
keep patients progressing longer
Let’s take two patients with identical clinical outcomes, pain free in 12 weeks.
Patient A:
Got their treatment from you
Followed your weekly recommendations
Got the results.
Completed care, and continued on their own.
Chance of a testimonial? Low. Most likely no referrals from them.
Patient B:
Got their treatment, with specific expectations from you.
You followed through with key communication
Included additional support
Checked-in by surprise
You made them feel supported the whole way
Got the results.
Thrilled to feel better and continue level up with you.
Chances of a testimonial? High. Most likely a few referrals in the next few months.
Same clinical work. Different experience design. Massively different business impact.
Clinical outcomes get people results. Exceptional experience gets you testimonials and referrals.
You need both.
How Do You Create An Exceptional Experience?
Over the years, I've learned about the 7 touchpoints of client experiences. Some from when I used to train athletes, and others more recently to keep them engaged in our performance packages. These touchpoints work for everyone, regardless of the type of practice you are running, or whether you are an associate, IC, clinic owner or founder.
Let's dive into them, so you can audit your patient’s experience and make the changes necessary… if you want.
1: PRE-ENROLLMENT
What happens: This is the first interaction with your patient, usually when they are inquiring about your services in SoMe or e-mail.
How to make it exceptional:
Respond to inquiries within 1 hour (shows you care).
This is why it's important to have some availability open or pre-written responses to FAQs in conversation form.
Personalized communication (use their name, reference their specific problem if you know it)
Professional but warm consultation
Clear, pressure-free enrollment process
The Wow Moment: When they enroll, send a handwritten letter (you'd be surprised how awesome this is and how many referrals I’ve gotten from this just this year alone):
"[Name], I'm so excited to work with you on [their goal]. You made a great decision. See you [date]! -Dr. [Name]"
Cost: <$2 Impact: Massive.
2: ONBOARDING (Week 1)
What happens: This is their first visit with you. Do this through your assessment.
How to make it exceptional:
Welcome gift (branded water bottle, resistance band, welcome packet)
I spend money on T-shirts through (Printful) they are about $15.00 each but worth it as lifetime marketing from them. I keep a stack in my office and always try to have the right size available. The ones I don’t stack much of are XXL shirts.
Thorough orientation after their assessment (make them feel confident, not overwhelmed)
Set up technology WITH them, if you are using any.
don't assume they'll figure it out at home.
NEVER assume they'll download the app at home
Clear roadmap showing exactly what to expect each week.
Small tour of the app and expectations are key
The Wow Moment: End of Visit #1:
"Before you go, over the next XX weeks, you're not just a patient, you're part of our community. We're invested in your success. If you need anything, and I mean ANYTHING, email/text me."
I give them the office number. Since it’s a Google Voice number and they can text me there.
Very few practitioners do this. It strengthens trust, and builds deeper relationship.
3: THE FIRST 2 WEEKS (Critical Period)
What happens: Early progress, building habits, potential drop-off risk
How to make it exceptional:
Check in MORE than expected (daily or every-other-day messages)
small check in messages go a long way
voice messages are highly underrated and have a much deeper sense of connection between patients.
Celebrate the small early wins loudly with them!
Address concerns immediately
24 hours is too long when it comes to their health and performance.
Make them feel seen and supported
The Wow Moment: Day 5, the unexpected check-in:
[Voice or video message]
"Hey [Name], this is just a quick check-in, how are you feeling after your first week? Any questions?”
Make them know you care!
4: MID-TREATMENT
What happens: This is the grind and there’s a huge potential motivation dip. Catch it early and you are increasing their chances of success.
How to make it exceptional:
Review progress with visual data
record a small video of their progress
send a note about their progress
Introduce variety (new exercises, new challenges)
Progress the exercises that are relatively easy.
Introduce different exercise that stimulate similar patterns/movements
Build fun challenges to complete at home or in office
Share other patient wins (builds community) without names.
The Wow Moment For Them: Progress report:
Create a one-page visual showing:
Starting metrics vs. current
Photos (if applicable — this could be ROM, posture, movement, etc)
Trajectory toward goal
[Email or print it]
5: LATE STAGES OF CARE
What happens: Approaching finish, anticipation, "what's next?" questions
How to make it exceptional:
Prepare them for graduation or additional care dependent on their progress
Begin planting the seeds for maintenance care (performance care)
Request testimonial (usually they're excited about results at this stage)
Set up success for long-term
The Wow Moment:
"[Name], in 2 weeks, we'll do your final assessment. I want you to think about how far you’ve come! We're going to celebrate that achievement together, and come up with a plan for the future."
6: COMPLETION
What happens: Final assessment, program completion, celebration
How to make it exceptional:
Make it a CELEBRATION, not just another visit
Show before/after comparisons
Take final photos/measurements
Present certificate or completion award
Ask for testimonial IN THIS MOMENT (they're excited and grateful in most cases)
The Wow Moment:
[Bring out a certificate, shake hands, take photo]
"[Name], you did it. You showed up, did the work, and look at the results. I'm genuinely proud of you. Can we take a quick photo to celebrate?"
[Post photo with permission: "Congrats to [Name] on completing the Desk Warrior Protocol!"]
Then:
"I have a quick ask, would you be willing to share your experience to help others who are where you were 12 weeks ago? Just 60 seconds on video”
RECORD IT YOURSELF IN THIS MOMENT. Don't wait for them to submit it.
In this moment, 80%+ will say yes.
Introduce the maintenance plan. Majority of people are excited about the progress and want to keep going. This is the BEST time to transition them into your membership/wellness package.
7: POST-COMPLETION (if they don't enroll)
What happens: Maintenance offer, ongoing relationship, referral requests
How to make it exceptional:
Follow up 1-2 week post-completion
any longer and they may have fallen off their plan
Check on their continued progress
Offer maintenance program
Ask for referrals explicitly
If you don’t ask — they won’t share
The Wow Moment: 2 weeks after graduation:
[Call them]
"Hey [Name], Dr. [Name] here. Just wanted to check in, how are you feeling? Still doing your exercises? Any concerns?
Also, I'm sure you know people dealing with similar issues. Would you be comfortable introducing me to anyone who might benefit from what we did together?"
This is how you provide them with an exceptional patient journey. One they don’t feel alone, secluded or forgotten. There are many apps out there than can make communication with them easy, encrypted and secure and keep them connected to you.
No, we don’t want them to be overly reliant on us for everything, but you want them to be comfortable reaching out to you first. This is how you keep patients engaged, build trust, and become the main source for their questions.
Now, go on.
Take a look at your patient’s experience. Is there one set up? Can you make changes to your current one?
I’d like to know what your patient’s experience currently is. If you want to share, feel free to reply to this email!
In health and strength,
Dr. Thomas Kauffman
P.S. Refer a friend to our CDNP course get $150.00 cash when they type your name in the referral box.
Our Spring STL Dry Needling Course is open for enrollment. If you have been waiting for the chance to add Dry Needling to your care and improve patient’s outcomes, now is the time! Use code earlybird26 to save $300.
