Improve Your Client Retention and Client Commitment

On the minds of many therapists are these two questions:

How can I increase client commitment to therapy? How can I make sure they don’t drop out of treatment?

At this year’s Therapist Leadership Conference, Bob Bertolino shared some interesting research related to how and why our clients get better. But first, here are some findings that can cause us to pause.

The average therapy client is 80% better off than the untreated (non-client). That is great news! But, look at this:

Since 1977, Bob reports that our therapeutic outcomes have not improved. In fact, the average client dropout rate – those who terminate prematurely – is 45-50%. This could be for a number of reasons, for example, there seems to be a lack of consumer confidence in therapy; they wonder if it really works. Furthermore, we as a profession haven’t taken strong stance in measuring/tracking outcomes.

Where should we be spending our times to improve client retention and outcomes?

Bertolino reports the common facts that influence positive treatment outcomes are as follows:

  • 87% of client treatment success is due to the client. The means individual factors such as: his or her strengths, and the resources that the client has to tap into. Also, factors such as persistence and faith, and a sense of membership in a community are important predictors.  How the client uses these resources is a factor as well – as is the client’s personal level of motivation, and resiliency.
  • 6-9% of positive outcomes come from the “therapist effect.”  This is the ability for a clinician to go in and connect with a particular client with methods that generate hope. The clinician sees herself (or himself) as an active ingredient to create change with this particular client.
  • 5-7% is due to relationship alliance between therapist and client. This surprised me – I was taught this was the single biggest factor and today it is reported to account for only 5 – 7% of successful outcomes. Yes, positive outcomes start with  the therapist’s ability to create the alliance. Clinicians who are good at creating and maintaining therapeutic alliance are flexible and good at making adjustments as needed. Beyond that, most of the potential for outcome relates to the client and the above-mentioned client factors.
  • 1-2% of outcome success is related to a specific therapy model and techniques. Bertolino suggests that before we take more classes in theoretical models, we find out how positive our clients see our/their outcomes.

The questions remain: What do we do to help people not leave treatment prematurely and how do we help them reach positive outcomes? In other words, how do we know that are clients are benefiting from our work? Many therapists will say, “I just know I am effective.” In studies, almost all therapists identified themselves as above average or exceptional. Statistically, we can’t all be above or way-above average as compared to our peers. So let’s figure out how to measure our success.

Research is pointing to the idea of clinicians using a “feedback measure” (which can be as simple as a checklist or a rating scale) given to routinely to the client. These type of feedback measures, can help reduce client dropout rate and improved outcomes by as much as 50-65%.

On the feedback measure, the client reports to the therapist how they are doing and how the therapeutic relationship is perceived by the client. You can see if the client’s functioning is going down or up. You can keep track week to week and look for changes that can pave the way for important clinical discussions.

Two such measures are offered by Scott D. Miller. He offers the “Session Rating Scale 3.0 (SRS)” designed to assess key dimensions of effective therapeutic relationships. He also offers the “The Outcome Rating Scale (ORS)” designed to assess areas of life functioning known to change as a result of therapeutic intervention. These feedback measures aren’t complicated – just four questions each.

These are generously offered at no-charge by Dr. Miller and can be downloaded here.

When we put the client at forefront (since 87% if the success is related to the client) and use feedback measures, it provides a plethora of information. We can notice a client’s score is less than last time and ask, “What does the drop mean? What can you do to help yourself this week?”  These measures allow us to connect deeper and be very helpful to the client.

In addition, a feedback measure done regularly can help identify a client with one foot out the door. During or at the end of a session, you can pause and ask, “I’d like to pause here and ask how it is going – are we talking about what you want to talk about?”

If there has been a therapeutic break, we can really hear the client and respectfully tell them we are sorry we missed it and address it with the client. Maybe with simply being asked and heard, enough repair has been done for the client not to leave treatment.

If you are wanting to improve your outcomes and effectiveness, you might want to consider a feedback measurement. There are many measurement scales out there. As I said, two of them are at http://www.scottdmiller.com/?q=node/6 These are very important too as many of you are building private-paying practices. Those clients reaching deep into their own pockets to pay for therapy sometimes tend to spread out their sessions or not come regularly. By using “feedback measures” this might change. (Let me know your results if you start doing this. I’d love to hear how they work for you.)

I can’t wait to hear your thoughts, comments and experiences in the comments box below.

As I close this article, I really want to thank Bob Bertolino for making all this easy to understand. If you’d like to connect with him, please do so at this website.

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{ 7 comments… read them below or add one }

Ina July 21, 2010 at 4:36 pm

Hi Casey,
this is a great article and resource. I have already been in the habit of asking clients after sessions what worked, whether there was something they would have liked more or less of but I think using this written feedback is more accurate… and allows to keep track rather than relying on our memory and session notes (which always reflect our observations…)
From my own personal healing work, I know that not all therapists are open to hearing feedback… sometimes it’s challenging to find a way to offer feedback… and again from my own experience… in one case where I felt I wasn’t being heard and my needs weren’t being met… I changed therapist.

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Marcia Naomi Berger June 25, 2010 at 12:06 pm

This is wonderful information. Thank you for sharing it. I would like to know how the research was done to come up with the findings, such as the 87% of therapy success being determined by clients’ strengths. I do value a strengths based approach and it is always good to be reminded to use it in practice, especially to validate strengths in early sessions when client may be experiencing a sense of guilt, shame, and hopelessness. I appreciate your reaching out to therapists and giving us food for thought.

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Casey Truffo June 25, 2010 at 5:02 pm

HI there Marcia – thanks for taking the time to comment.

Those numbers came from Bob Bertolino – I don’t have the details on where he got them. He has been studying outcomes (and the researchers of outcomes) for years. For more details, you might want to check in with him.

Take care,
Casey

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Clinton Power June 25, 2010 at 3:24 am

Thanks so much for writing about this Casey. I really believe that this is the future of psychotherapy, particularly as governments and health agencies want concrete statistics of the effectiveness of what we do.

I have been monitoring my outcomes now for the past few months and am experiencing great results in my retention of clients as well as improving therapeutic outcomes.

Also, other than improving the effectiveness of therapy, identifying potential clients at risk of dropping out and supporting clients in having a voice in therapy, we can use this data to monitor our own effectiveness over time and constantly strive to improve what we do.

I also think that publishing stats of your effectiveness can also be used as a great marketing tool that puts you ‘ahead of the pack’. Another way to differentiate yourself in the growing sea of therapists. I hope you continue to blog on this topic!

Keep up your great work Casey!

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Casey Truffo June 25, 2010 at 5:04 pm

Clinton – thanks for such a great comment. It is so great to hear your results.
Hugs,
Casey

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Anne June 24, 2010 at 7:24 pm

I have been using these feedback instruments for about 5 months, since I restarted clinical practice. I was propelled by reading some research about the dramatic increase in outcome when these instruments are properly used. (Good place to learn: http://centerforclinicalexcellence.com/site.php?page=home.php ), a website originated by Scott Miller.

One problem for “client retention:” Clients get better and leave therapy, happy customers!

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Casey Truffo June 24, 2010 at 9:49 pm

Thanks Anne for sharing your experience and the additional website of Scott’s. I giggled (only a bit) about the happy customers terminating – but my guess/hope is that they send you some referrals!
Take care!
Casey

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