Make an Optical Impression

Your excellent service, skills, acceptance of most insurance plans and even your “easy payment plans” may not be the immediate factors in attracting new patients. In this tough, competitive economy it’s all about getting new patients as well as nurturing the old. 

Although your reputation is oh so important -- word of mouth is priceless! The word on the street  is that you care about your patients and products. You want each of them to leave your office feeling that he or she was treated as an individual, (not a number)  by you and your staff. As a result of your hard work and attention,  your appointment books are full and your business is on the up.

Obtaining new patients is a challenge and keeping them is increasingly difficult. First impressions are a must. Your receptionist with the pink hair and the facial piercings may be the first thing a patient notices about an office. Before they even see the doctor, an opinion is formed. Even with less drama, is your office welcoming? Is your staff well-dressed? Are they wearing scrubs? Do the scrubs match? Too many times, the answer is no. Though you may have been in business for years, competition is fierce and even the slightest thing that is “off” (including room temperature, quality of air, odor, etc.) will leave a lasting “first” impression…that is not favorable. More than you think, patients value your service by their overall office experience.

Therefore, you want to maintain a pleasant and professional appearance. That goes for everyone and everything that your patient interacts with. Without spending a fortune or calling in a professional make-over team, you can make your office more professional, stylish and welcoming. Remember, outward appearance should never be a substitute for the inner-worth of your practice. 

Decide what type of image you want your office to convey. Are you an upper-scale office who wants to exemplify style and class? Are you a progressive office who wants to show your cutting-edge technology? Are you trying to stay conservative? No matter what style of office you choose to have there is no excuse for lack of professional appearance. From your reception area to your exam rooms, the optical staff and the doctor need to maintain a professional image to your patients. Here are some guidelines:

Create a dress code. Invest in some new and matching scrubs for your staff if you choose to go the medical route. Scrubs should be clean and well-fitting and bottoms should always match the tops. If you are establishing your optical shop as a boutique, set some guidelines for dress. Skirts and dresses shouldn’t be too short and jewelry should flatter the outfit. Too much jewelry can look messy and be distracting. Implement a handbook to include detailed and official dress code so there will be no misunderstandings.

Look in the mirror. Many times, doctors get comfortable in practice and position. You may forget to wear a tie or get accustomed to wearing sandals to the workplace. Remember, you have an advanced degree. Dress like it. Men should come to work in pressed slacks, button-down shirt and a tie. Make sure it matches and your wardrobe is from this decade, preferably the last couple of years. Women should wear closed-toe shoes. Your patients don’t want to see your pedicure. The same rules apply to you as they do to your staff.

Cover the tats. Tattoos have become almost mainstream in today’s society…well almost. You can’t control what your staff does with their bodies during their own time, but during your time, make sure visible tattoos are covered with long sleeves, pants or makeup. No matter how avant-garde your office style may be, you are still a medical facility. Tattoos do not give always off a clean image. Also watch for body piercings. Ask you employees to take out facial and tongue jewelry.

Now that doctors and staff have a clean, professional look, it is time to look around your office. Does it give the same professional image? Here are some points to examine:

Start at the beginning. The reception area is normally the first thing a patient sees. New paperwork needs to be filled out and patients hate to wait. Make your office welcoming and comfortable. Make sure you invest in good chairs with a stylish look and a comfortable feel. Use tables, magazine racks and plants to open up the room and add warmth. Your reception desk should be sleek and stylish since it is the focal point of your reception area.

Do your walls talk? If so, what do they say? Do you have POP on your walls? If so, make sure the banners are current and appropriate. If your office is conservative, you may want to double-check your POP. All will look stylish and chic upfront, but may be seen as provocative upon closer examination. Sex sells in fashion but not at conservative medical practices. If there is any provocative material in any of your counter cards or posters, your patients will find it. Before you put out any merchandising material, have your entire office staff examine it thoroughly. They might see something that you don’t. 

Are your exam rooms as comfortable as your reception? Many offices choose to invest heavily in their reception area, but skimp on the examination rooms. Patients, especially new ones, are usually uncomfortable during their first examination with you. If you have a modern reception area, have a modern exam room. Let your style flow through the entire office. Many patients base their opinions on you from their entire office visit. Keep the flow going until the end.

Are you sharing your lunch? Too many times employees leave open food containers lying around the office. Meals should be eaten in a designated break room. Your patients don’t want to see a half-eaten sandwich or containers of open food. It looks unsanitary. Your reps may bring you goodies to snack on in a casual office; you may be tempted to share it with your patients. Unless the food is wrapped, leave it for the employees. If your employees need to snack, keep the food in the break room or be sure it is thrown away immediately. This is something we too often forget in these days of rushed lunch hours.

All of the above considerations will improve and enhance both your office and your patients experience while under your watch. As patients think back about their visit to your office, the devil is always in the details. 

That means fine-tuning the setting is a must in creating an overall positive response. Putting your best foot forward is not just an adage intended for podiatrists! 

Laura Miller