How to Calculate and Leverage Your Net Promoter Score (NPS) to Grow Your Physiotherapy Clinic

As a private practice physiotherapist, one of the most powerful tools you can use to measure patient satisfaction and grow your clinic is the Net Promoter Score (NPS). If you’re not already using it, you’re missing out on valuable insights that can help improve your clinic’s performance, patient retention, and even generate more referrals.

In this blog post, we’ll dive into how to calculate your Net Promoter Score, why it’s important, and how to use the data to elevate your clinic’s customer experience and profitability.

What is the Net Promoter Score (NPS)?

The Net Promoter Score is a customer satisfaction metric used by businesses across various industries, including physiotherapy. It’s based on a simple question:

“On a scale of 1 to 10, how likely are you to recommend us to a friend or family member?”

The score is based on three key categories of patients, with promoters and detractors having the biggest influence on your overall score:

1. Promoters (9-10): These patients are highly satisfied and will actively refer your clinic to others. They value the service you provide and are not price-sensitive.

2. Passives (7-8): These patients are satisfied but not enthusiastic. They’re at risk of being attracted to competitors if they offer lower prices or other incentives.

3. Detractors (0-6): These patients are unhappy with their experience and could negatively impact your clinic’s reputation by spreading negative feedback.

The Net Promoter Score calculation is done by subtracting the percentage of Detractors from the percentage of Promoters. The resulting score ranges from -100 to +100. A high score indicates a loyal, satisfied patient base, while a low score signals areas for improvement.

What’s driving your NPS score?

Your Net Promoter Score in a physiotherapy clinic is driven by the overall patient experience you deliver from the first point of contact to the end of their treatment plan.

Key factors influencing your score include:

• How effective your treatment outcomes are
• How clearly your team communicates progress and next steps,
• The ease of booking and attending appointments,
• And the warmth and professionalism of your staff.

Managing patient expectations and delivering consistent, hands-on care are also critical. A high NPS often reflects strong patient relationships, trust in your clinical expertise, and a reputation for going the extra mile. By following best practices in communication, care delivery, and customer service, you can ensure your patients feel supported every step of the way.

It’s important to remember that your Net Promoter Score isn’t just about a number—it’s a reflection of how your patients truly feel about their experience with your clinic. This directly impacts customer loyalty, as patients who feel valued and supported are more likely to return and recommend your clinic.

On the flip side, if patients feel unheard, confused about their plan of care, or neglected between sessions, your score can quickly drop. Understanding these drivers helps you make focused improvements that increase patient loyalty, drive referrals, and ultimately grow your clinic.

Why Should Physiotherapy Clinics Care About Their NPS?

A good NPS is crucial for any physiotherapy clinic because it provides a clear picture of how likely patients are to refer you to others, which is one of the most powerful marketing tools you can have. Word-of-mouth referrals are often the backbone of a successful practice. If your clinic has a high NPS, it suggests that patients are not only satisfied with their care but also willing to advocate for your clinic, which can drive more business.

It also reflects how well your clinic is building customer relationships throughout the entire customer journey, from first contact to post-treatment follow-up—an essential factor for long-term success.

At our clinic, we track two NPS scores: one at 30 days and one at 90 days. This gives us both a snapshot of early patient satisfaction and a more comprehensive look at their overall customer experience with us. The goal is to exceed patient expectations at both stages to ensure long-term success and foster Raving Fans—patients who will not only return but also recommend your clinic to others.

How to Calculate Your NPS

Here’s how to calculate the Net Promoter Score for your clinic:

1. Survey Your Patients: After a treatment session, send out a simple survey asking, (standard NPS question): “On a scale of 1 to 10, how likely are you to recommend our clinic to a friend or family member?”

2. Categorize Your Responses:

   • Promoters (9-10): Loyal, happy patients who will likely refer others.

   • Passives (7-8): Satisfied but not fully engaged patients.

   • Detractors (0-6): Unhappy patients who may share negative feedback.

3. Calculate the Score: Subtract the percentage of Detractors from the percentage of Promoters.

   NPS = (% Promoters) – (% Detractors)

A world-class NPS for a physiotherapy clinic is typically 80% or higher. For us, we aim to consistently hit around 90%. If your clinic’s NPS falls below 80%, it’s time to analyse the feedback and identify areas for improvement. Using your NPS benchmarks and score data not only helps you evaluate performance over time but also keeps your clinic aligned with industry standards. It provides a measurable way to set growth goals, stay competitive, and rally your team around a shared commitment to delivering outstanding patient care.

When Should You Survey Your Patients?

Timing is crucial when measuring your clinic’s NPS. There are two key points in the patient journey where you should gather feedback:

1. 30-Day NPS: This is sent after the patient’s initial assessment. It provides early feedback on their satisfaction and gives you an opportunity to correct any issues before they become long-term problems.

   • Why it’s important: If the 30-day NPS is low, you can quickly address any issues and prevent patient drop-off or negative reviews. NPS is an indicator of how well your clinic is meeting expectations in those critical early interactions, making it an essential part of your retention strategy.

   • What to look for: If you receive 7s or 8s, it’s a sign that the patient is satisfied but not thrilled. This may indicate that you need to raise the bar on your service or communication. If you get 6s or below, you can take immediate action to improve the patient experience.

2. 90-Day NPS: This is sent after the patient has completed their treatment. By this point, they’ve had the full experience, and you can gauge their overall satisfaction with the care they received.

   • Why it’s important: The 90-day NPS is crucial because it reflects the patient’s entire experience, including outcomes, the relationship with your staff, and the overall value they received from your clinic.

   • What to look for: A high 90-day NPS (score of 9 or 10) indicates that the patient is likely to return and recommend your services. If they scored you 7 or 8, they may be at risk of seeking care elsewhere.

Use the NPS to Find Ways to Improve Your Clinic’s Service

Here’s how to use the insights from your NPS surveys to improve your clinic’s operations:

1. Act on Negative Feedback: If a patient rates you 6 or below, take immediate action. Reach out to the patient and ask for constructive feedback to improve your service. This proactive approach can help turn detractors into promoters and strengthen customer relationships.

2. Track Your Progress: Regularly monitor your NPS to identify trends. If you see a decline in your score, it’s important to pinpoint the cause and make the necessary changes.

3. Encourage Reviews from Promoters: Patients who score you a 9 or 10 are your Raving Fans. Because of how likely they are to recommend your clinic to others, it’s important to encourage them to leave positive reviews on platforms like Google or Facebook. These reviews will help attract new patients to your clinic and enhance your clinic’s reputation.

4. Use NPS to Train Your Staff: Share NPS feedback with your team, especially if there’s room for improvement. Use it as a tool for ongoing professional development to enhance patient care and customer experience.

Conclusion

The Net Promoter Score is a simple yet powerful tool that can significantly impact your physiotherapy clinic’s growth. By regularly tracking it at key points in the patient journey (30 days and 90 days), you can gather actionable feedback to improve your service, increase patient loyalty, and boost referrals.

Remember, high NPS scores are not just a metric—they’re a reflection of your clinic’s commitment to delivering exceptional patient care. It’s also important to look at other performance metrics alongside your NPS to get a complete picture of how your clinic is performing and where to focus your improvements. So, start tracking your NPS today and use it to create a clinic experience that patients rave about.

If you’re interested in learning more about how to set patient expectations and improve your clinic’s performance, feel free to reach out to me on Instagram or LinkedIn, or visit thegotophysio.com for more resources.

FAQs:

1. What is a good Net Promoter Score for a physiotherapy clinic?
   A Net Promoter Score of 80% or higher is considered world-class for a physiotherapy clinic, with 90% being the ideal score. This would reflect an excellent customer satisfaction score and demonstrate strong customer satisfaction and loyalty.

2. How do I calculate my clinic’s Net Promoter Score?
   The Net Promoter Score is calculated by subtracting the percentage of Detractors (0-6) from the percentage of Promoters (9-10). The result will be your overall NPS score, which helps you gauge customer satisfaction and loyalty.

3. When should I survey patients for their Net Promoter Score?
   You should survey patients after the initial assessment (30-day NPS) and after discharge (90-day NPS) to get an accurate picture of their satisfaction.

4. How can I use NPS to improve my clinic’s service?
   Use NPS to identify areas for improvement, address negative feedback quickly, and encourage satisfied patients to leave reviews. Regularly track your NPS to monitor progress and understand what’s driving your NPS, so you can make targeted improvements that enhance patient satisfaction and loyalty.

By incorporating these strategies into your clinic’s operations, you can foster long-term patient loyalty and boost your clinic’s growth.