PXI is an acronym for Patient Experience Insight. Put simply, PXI is our review generating system that contains multiple components bundled into it; features that work together to enhance patient experience/give you insight into your patient's experience and generate more referrals.
NPS is an acronym for Net Promoter Score. Net Promoter Score measures customer experience of your brand and provides the best metric to anchor your customer experience management.
Why did Legwork create this?
The reason why, last year in the spring, there was a major Google algorithm change (a code they use to determine their software). The algorithmic change created a change in how reviews were generated and posted to the web— this is when PXI was born.
In the past year or so, Google started to make a change as to how reviews were displayed on the Google My Business page in response to vetting. Vetting is a process where third party review companies were providing a way to send communication with a link asking "Did you have a good experience?" If the patient responded "yes," it would direct them to leave a review on Google or Facebook. If the patient responded "no," it would redirect this individual to a proprietary response area where the patient could leave their feedback but it would not be posted on the web for everyone else to see. This vetting process was done in essence to create a security blanket for those trying to generate only positive reviews. Now, Google got wind of this and decided to make a major change to their policy/algorithm as I stated above. Many reviews generated during this vetting process were lost when Google's change occurred. As a result, Google ultimately wants clean review requests and real, organic responses. We're in Google's sandbox. We provide you the toys to play in the sandbox but in order to play, we must comply.
As a result of this change, we looked into the industry and realized that nothing really set us a part from the third party companies; we all sent out a link to request a review. We decided we wanted to be able to provide more information, stay compliant and help the client generate a better online reputation.
Something to understand: Our feeling philosophically is that review generation has become somewhat of a popularity contest and not enough insight into how we're generating patient experience, with as a result, generates more referrals. Back to Google's algorithm, the volume of reviews does not elevate your ranking on Google's algorithm, it does not improve your search ranking so SEO should not be the reason you generate reviews, you may have been told otherwise by someone else but it's far from the truth. It CAN, however, elevate your exposure (you might have more reviews than the individual next to you and it might make you look better but it doesn't improve your SEO ranking). Reviews impact our referral generation. John Smith is referred by Cindy Newman, John is going to research the doctor and see all of the amazing reviews. Think about the sentiment of the patient, they want to know whether others have had a good experience or not and ultimately, we want them to grow your practice (by referring others).
So how do we generate positive reviews?
That's where NPS (Net Promotor Score) and PXI come in.
Net Promoter Score comes from the playbook of Fortune 500 companies. The Net Promoter Score survey allows up to 15 customizable questions but the question that determines your Promoters, Neutrals, Detractors is solely based on one (and this cannot be changed): "Based on your overall experience, how likely are you to recommend us to a friend or family member?" Once this survey is completed, this is calculated into 3 different categories:
Promoters: Your Promoters are those that are extremely likely to write a good review and refer a friend or family member, this means they scored a 9 or above.
Neutrals: Your Neutrals are those that are satisfied but unenthusiastic patients
Detractors: Your Detractors had a poor experience, they will not promote, they will not refer a friend or family member and they are likely to leave a poor review if given the chance.
Your NPS score is calculated by subtracting your Detractors from your Promoters (this score does not consider the Neutrals because Neutrals are considered "Passives" and Passives are not considered loyal to your brand, again they can be swayed either direction).
Scores of 50+ are considered 'Excellent", 70+ is considered "World Class"
Based on these scores, review automation is setup to go out or send a response. Your Promoters and your Neutrals can be setup to receive a request to review on Google or Facebook at LEAST 24 hours post survey completion; this is the bare minimum to avoid being considered vetting (compared to what companies had been doing in the past).
You will not want to send a request to review to your Detractors (of course) but you will want to setup automation to receive feedback from the patient and also check the survey results to see where you might be falling short and how you can resolve any issues moving forward. This is why we recommend choosing your survey questions wisely. Example survey questions should revolve around hygiene staff, front desk staff, ambiance, thoroughness of the appointment, was the provider clear about upcoming or recommended treatment, did the patient feel comfortable during the appt, was the appt done in a timely manner, were all questions covered and answered thoroughly, etc.
We combine the NPS survey with PXI reviews and referrals for the first system on the market today that combines all three into one unified process.