How to win back clients who've left

The average practice loses 10 to 30 percent of its clients each year. Unfortunately, many of those who defect just quietly leave, never stating their reasons for doing so. On those occasions when you or your team members learn that a client has left your practice, consider sending the letter shown at below (click on image to enlarge.)

Failure to meet expectations is the most common cause of client dissatisfaction. In many cases, the incident can be traced back to a single minor misunderstanding. An apology may be all that's needed. If so, this simple and sincere letter may convince the client that you're truly sorry for what happened, earning the hospital another chance.

Another possibility: It often happens that after leaving a practice, clients realize that the quality of care and service you and your team provided were better than what they're finding elsewhere. They'd like to return but are embarrassed about doing so. The last sentence of the letter leaves the door open, making it easy for them to return. The apology is worth a try—and can do no harm. If such a letter retrieved only one or two clients who'd decided to leave your practice, it would be well worth your efforts.

Veterinary Economics Editorial Advisory Board member Bob Levoy is the author of 222 Secrets of Hiring, Managing, and Retaining Great Employees in Healthcare Practices (Jones and Bartlett, 2007). He lives in Roslyn, N.Y.