Do's And Don'ts Of Comment Cards

Use them to your best advantage

by Susan Keane Baker

Having readily available comment cards gives patients an opportunity to share opinions with you whenever they want to. Some experts say that comment cards tend to be completed by the very satisfied or the very dissatisfied. However, patients who are very satisfied or very dissatisfied are the most likely to tell others their opinions, thus creating positive or negative word of mouth. Shouldn’t you know what their opinions are? Here are some do’s and don’ts of comment cards:

DO

Do keep the number of questions to a minimum.

Do ask if there is a specific employee who should be recognized.

Do have a postage paid option for returning the card.

Do use white or a pale color paper; use black or dark ink.

Do make comment cards available where patients wait. Consider including a comment card in your newsletter and billing statements.

Do let patients know that you appreciate their feedback.

Do ask permission to share feedback. "Please initial here if we may share your comments on our Web site."

DON'T

Don’t ask for personal information about the respondent ahead of the comment. People who don’t know whether they want to be anonymous or not will hesitate, and may not complete the card as a result.

Don’t rationalize that you can use a small typeface because the size of the card is small. You may be able to ask more questions using a 10-point typeface, but you will receive fewer completed comment cards.

Don’t ask two questions at once. Example: "Were you seen on time and was the wait what you expected?" Confuse them and lose them.

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