I recently spent a day in New York City. The weather was dreary so it was a perfect day to see a Broadway matinee. Of course, no one wants to pay those Broadway prices. Down the street from the hotel, there was a theater company so I asked the in-the-know locals at the reception desk about the best way to get discount last minute tickets to a show within walking distance without standing in the rain at the kiosk in Times Square. They suggested an app.
Sure enough, I bought a ticket on the app at a substantial discount to a theater about 6 blocks away. The lead deserved his Tony nomination.
The next day I received an email asking me to do a survey about my experience and offered to enter me into a lottery for a $100 coupon if I completed it.. Imagine if sick care professionals or hospitals did that after your visit? When was the last time you got one after a drug rep or MSL or device rep visited you in your office or the OR?
Unfortunately, after entering the answer to the first question, I logged off and deleted the app. Here's why:
- There were too many questions.
- The website took too long to respond.
- I had to click through too many fields.
- I was worried that by participating I would be continually annoyed with subsequent emails.
- I didn't trust the site enough to know what they would do with the data or how much money they would make selling it to someone without my permission.
- This was a one-off experience. Since I was visiting from out of town, it is unlikely I'll be using them again in the near future. The life time value of my engagement is slim.
- I wasn't sure why they were asking me certain questions.
- The survey was boring.
- There wasn't anything personal about it. In this day and age of AI, that's unimaginable.
- They could have accomplished the same thing with a single answer net promoter score.
I must not be alone, given that the response rate to external surveys is 10-15%. Here's how to avoid all of these mistakes. Enjoy the show. Delete the survey.
Arlen Meyers, MD, MBA is the President and CEO of the Society of Physician Entrepreneurs on Twitter@ArlenMD.
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