NPS at an HOF clinic: measuring satisfaction, not testimonials
Everyone at the clinic has an impression of how patients are feeling. A satisfaction survey turns that impression into data: what works, what bothers people, where patients get lost. NPS (Net Promoter Score) is the best-known format because it is short, comparable over time and simple to run. But in orofacial harmonization (HOF) there is an important difference from other businesses: the result of a satisfaction survey is not a testimonial or a public review. Mixing the two is an ethical mistake and, in many cases, a regulatory one.
This guide shows how to build the survey, calculate NPS, handle low scores and use the answers to improve the clinic, always keeping the measurement for internal use.
What is NPS and what does it measure?
NPS asks a single question: "From 0 to 10, how likely are you to recommend the clinic to a friend or family member?" The answer splits patients into three groups.
| Group | Scores | What it usually indicates |
|---|---|---|
| Promoters | 9 and 10 | Very satisfied patients, who tend to return and talk to others |
| Passives | 7 and 8 | Satisfied, but not enthusiastic; they can switch clinics without regret |
| Detractors | 0 to 6 | Dissatisfied or frustrated at some point |
The result is the percentage of promoters minus the percentage of detractors. It is not an average of the scores but a balance, ranging from minus 100 to plus 100.
Hypothetical example: of 40 answers, 24 are scores of 9 or 10 (60%), 10 are 7 or 8 (25%) and 6 are 0 to 6 (15%). NPS is 60 minus 15, which is 45. The number only makes sense when compared with the clinic's own earlier periods, not with other companies' averages.
What is it for (and not for)?
NPS is useful for:
- tracking the satisfaction trend over the months;
- comparing stages of the patient journey (first consultation, procedure, follow-up);
- finding patients at risk of dropping out of treatment;
- identifying what promoters value;
- guiding changes in service, scheduling and communication.
It is not for:
- proving clinical quality (satisfaction is not the same as safety or efficacy);
- being advertised as "patients rate us 9.5";
- comparing professionals punitively;
- replacing clinical monitoring at the follow-up.
When should you send the survey?
The timing changes what you measure.
| Moment | What it captures | Caution |
|---|---|---|
| Right after the procedure | Discomfort, anxiety, the day's service | Score biased by the moment |
| At the follow-up or a few days after | Perceived result, recovery, relationship | The most representative |
| A few months later | Memory of the visit, intention to return | Fewer responses |
| After a quote that was not accepted | Reason it was not accepted | Requires tact; see patients who disappear after the quote |
For most clinics, the best point is the follow-up, when the swelling has gone down and the patient can assess the complete experience. If the patient had a complication, the survey comes after it is resolved and with a personal approach, not an automated message. See follow-up and retention.
How to build the survey
The shorter it is, the more answers you get. A lean format:
- The NPS question (0 to 10).
- One open question: "What did you like most?" or "What could we improve?"
- Optional: one multiple-choice question on specific points (service, waiting time, clarity of instructions, environment).
Avoid asking for unnecessary identification. If it is anonymous, you gain honesty; if it is identified, you gain the chance to act on low scores. Decide and tell the patient which one applies. There is a ready-to-adapt post-procedure NPS survey template.
How to send it (and how not to)
- Channel: the same one the patient already uses with the clinic, usually a message or a simple form. Only use authorized contact details.
- Tone: personal, from someone who cares, not like a call center.
- Frequency: once per care cycle. A survey at every visit wears people out.
- Identification: who is sending it and why. Say the answer is used to improve service.
- Privacy: do not ask for health data in the survey. Open answers may contain personal information, so store them with restricted access, in line with the LGPD.
A short text, as an example:
"Hi, [name]. This is [clinic name]. We want to improve our service and your opinion helps a lot. From 0 to 10, how likely are you to recommend the clinic to someone close to you? If you like, tell us the reason in one sentence. Your answer is used internally only. Thank you!"
More message templates are in WhatsApp scripts for an HOF clinic.
How to handle each type of answer
| Answer | What to do |
|---|---|
| Promoter (9 or 10) | Thank them personally and find out what they valued most. Do not ask for a referral, testimonial or public review in return |
| Passive (7 or 8) | Ask what was missing to make it a 10. There is usually a small, fixable friction |
| Detractor (0 to 6) | Contact them quickly and personally; listen, record, solve what you can |
| Clinical report (pain, asymmetry, warning sign) | Do not treat it as a survey: schedule a clinical assessment and record it in the patient record |
For dissatisfied patients, follow the script in dissatisfied patient: how to handle it. The central point is not to get defensive and not to argue by message: offer a conversation.
How to read the results without fooling yourself
A single NPS says little. A few cautions:
- Small sample: with few answers, one score moves the number a lot. Look at the trend over several months.
- Who answers: very satisfied and very dissatisfied patients answer more. Passives disappear. Record the response rate.
- Segmentation: split by type of procedure, by professional (without punishment), by first visit or follow-up.
- Free text: open answers are worth more than the number. Group them by theme (waiting, price, clarity, pain, result).
- Action: NPS is only worth it if it leads to change. Pick one or two points per quarter.
Hypothetical example: reading three months of open answers, the clinic notices that almost all passives' comments mention doubts about aftercare in the following days. The action is to hand out the instructions in writing and confirm understanding at the end of the visit. The next quarter, the clinic checks whether that theme shrinks in the answers. See the post-procedure instructions template.
How does NPS connect to other metrics?
Satisfaction does not live alone. Cross it with:
| Metric | Question it helps answer |
|---|---|
| Return rate | Do promoters come back more? |
| Plan acceptance rate | What does the assessment convey before closing? |
| No-shows and cancellations | Does the scheduling process bother people? |
| Average ticket and LTV | Do satisfied patients stay longer? Use the patient LTV calculator |
| Patient source | Do referrals come from promoters? See patient referrals |
More indicators are in HOF clinic indicators.
Common mistakes
- Turning the survey into a marketing tool by publishing scores or phrases.
- Offering a discount or gift to those who answer or give a high score.
- Asking right after the procedure and drawing conclusions.
- Ignoring detractors or answering defensively.
- Messaging people who did not authorize contact.
- Measuring without acting: collecting numbers and changing nothing.
- Comparing the clinic's NPS with figures from other industries.
Summary
NPS is an internal thermometer of satisfaction: one question from 0 to 10, the sorting into promoters, passives and detractors and a balance that only makes sense over time. In HOF, send it at the follow-up, keep the answers as an improvement tool, handle detractors quickly and personally, protect the data in line with the LGPD and do not publish scores or answers as a review or testimonial without checking your council's rule.
Frequently asked questions
What is NPS at an aesthetic clinic?
NPS (Net Promoter Score) is a one-question survey: from 0 to 10, how likely the patient is to recommend the clinic to someone. The result is calculated from the difference between the share of people giving high scores and the share giving low scores, and works as an internal thermometer of satisfaction.
How do I calculate the clinic's NPS?
Sort the answers into promoters (scores 9 and 10), passives (7 and 8) and detractors (0 to 6). NPS is the percentage of promoters minus the percentage of detractors, and ranges from minus 100 to plus 100. Passives count toward the total but neither add nor subtract.
Can I publish the NPS score or the patients' answers?
It is not advisable. The survey is an internal improvement tool. Publishing scores or answers as a review or testimonial can conflict with the health advertising rules of several professional councils and expose patient data. Check your council's rule.
When should I send the satisfaction survey to the patient?
After the patient has seen the result and the initial recovery period has passed, usually at the follow-up or a few days after it. Asking right after the injection captures the discomfort of the moment, not the full experience.
What should I do with a dissatisfied patient's answer?
Contact the patient respectfully and quickly, listen, record anything clinical in the patient record and assess what to change in the clinic. A low score handled with care is usually worth more than several high scores with no action.