Apologize.
When you or someone in your office has done something wrong, make it right. No office is perfect. You get called out to perform an emergency surgery, and a patient is left waiting. Or a schedule blunder occurs. In the world of healthcare, it is inevitable that these things will happen occasionally, even in the best-run practice. Ironically, if you acknowledge the problem immediately, take the time to personally and sincerely apologize, accept accountability, and then go one step further by doing something to “make it right,” you may have just strengthened a patient’s emotional ties and loyalty to you. It could be as simple as a personal phone call (be sure to listen and not do all the talking); a thoughtful, hand-written note (not a form letter); a refunded co-pay; an added service (if appropriate); or a gift card to the nearest coffee shop. Just remember WHAT you do isn’t necessarily as important as HOW you do it.