By Adam Turteltaub, Chief Engagement Officer, SCCE & HCCA
I’m convinced that my dentist has low self-esteem. In the week before I see him, I get one email reminding me the appointment is coming up, a second email asking me to confirm I will be there, a call from the receptionist to make sure I’m still coming, and a text the day of the appointment reminding me that today’s the day.
I’m sure it’s because people sometimes don’t show up, but it comes across as being pretty needy and makes me wonder if he got stood up for a lot of dates when he was younger.
When I fly, a couple of days before the trip the airline sends me an email reminding me that I should arrive with plenty of time to get through security and where to check in my bags. Even though they know I have flown a gazillion times with them out of LAX, they still feel the need to remind me of something I already know, and they know that I know because they know every flight I take and that I have never missed a flight.
Despite the 2.5 million miles I have flown with them, they act like we just met.
Now, imagine if the dental receptionist called not just with a reminder but to say, “Hey, I noticed you are coming in for a filling tomorrow at 4:00. I checked with the doctor, and he wanted you to know that he is going to be numbing you up pretty good and you won’t be able to chew safely probably until 7:00 or 8:00, so you may want to either eat something before or plan on having a smoothie for dinner.” Or if the airline wrote to say, “Based on average wait times for TSA, we recommend you arrive for your flight at 6:38, or at 6:12 if you intend to check your luggage with us at the bag check location at Terminal 7.” Suddenly, I have a dentist or airline that’s thinking about me, and the reminder is artfully included as a part of new and relevant information.
It’s a good lesson that, while we in compliance want to keep compliance reminders top of mind, there are right and wrong ways to do it. Telling people the same thing too many times and in the same way can stop being a reminder and start being very annoying. Instead, think strategically about how you make the reminder helpful for them. It will be more effective and help make compliance an ally and not as popular as the dentist.