First Impressions. Lasting Impressions, by Sheila Hayes
Posted on 25. Feb, 2010 by Brad Rourke in General Information
Are you starting a practice from the ground (or cement floor) up? Have you just purchased a practice that is in definite need of getting into the right century? Do you just need to update a tired look?
The visual image of a practice is how you are perceived by your patients. If you have an antiquated look, patients will perceive that your care is antiquated as well. While that new Electronic Heath Record (EHR) Software or those new chairs in the reception area can not be billed on a CMS1500, there is no question that these types of investments will generate revenue through creating an environment with the right perception—a high level of care and customer service.
A recent conversation with a client validated the above statement. This particular doctor was in the process of purchasing an existing practice. Over the last year, the practice numbers had steadily declined, both from patient numbers/production booked, to sales and revenue numbers. This is not uncommon. The practice was in the decline stage of their practice life cycle. There had been no money reinvested in the practice in a number of years. The décor was outdated, the equipment was old and the overall impression of technology was non-existent.
Last month I was reading an on-line review written about another Williams Group client. “The first thing one will notice is that the office doesn’t resemble the typical medical office. Instead of industrial carpet and uncomfortable, standard chairs found in most waiting rooms, this office has wood floors and plush lounge chairs. If it weren’t for the frames and sunglasses, it could be a Starbucks. In fact, one of the assistants inquired whether I’d like coffee.” The Revenue Per Patient in this office? An impressive $492 average in 2009.
Let’s face it. People love new stuff. Our clients report an immediate growth rate of 10 to 20% by moving their practice. Relocating may not be in your near future, but what about a 5% to 10% growth rate with a remodel? That’s a pretty solid return on your investment.
Keep in mind that your staff enjoys new things as well. Watch the results with a new frame line or frame style. These changes keep staff excited about their jobs, create better job satisfaction, and as a result of the energy, a better experience for the patient.
Whatever your project, it can be an overwhelming and daunting task. Do your research. Know and understand your market.
Where to Start?
- Assess the situation.
Evaluate the appearance of your office. View it as though you are a new patient. Take time to sit in the reception area, exam rooms and dispensary. Get other opinions as the familiarity may prevent you from being objective.
Paint.
A fresh coat of paint is an easy way to have immediate results. Strip down the old wall paper. Investigate new color options. Seek the help of a professional if interior design is not your forte.
De-Clutter.
The trends have moved toward clean and simplified environments. Clutter = brochures, magazines, vendor placards, counter cards, etc. Cut them in half.
Lighting.
Proper lighting just makes everything look better. Pendant lights are very popular right now and have a sleek, attractive, unobtrusive look.
Reception area.
The flat screen makes a big impression. You have a captive audience in the reception area. Educate your patients sending the messages that you want them to hear while using the latest technology. Capitalize on any windows with displays, eye-catching banners and seasonal displays. This is inexpensive marketing, particularly for walk-by traffic.
Optical.
You can find a number of options to give an updated look to this area of the practice. Replace old frame boards with glass shelving, shelved display units and unique wall-mounted frame displays. Bring in a new frame line or two. Add some excitement! And yes, merchandise your products. There has been a lot of information written about this topic and for very good reason. Displays capture the attention of the consumer. Creating more of a shopping experience can result in more sales and greater profitability.
Think outside the box and use unusual and creative props. Pay attention to merchandising trends in home stores and department stores.
Beyond the Walls
Time to freshen that yellow pages ad? Replace some old photos on your website? Update your external signage? Make sure to maintain a cohesive look in all of your external marketing that is in line with the high level of care patients perceive in your office.
Sheila Hayes – Senior Consultant
Sheila has been a part of the Client Services Division of Williams Group since May 2001. Her career has included experiences in operations, budgeting, marketing, human resources, and staff training. Prior to joining the company, Sheila acquired an in-depth knowledge of patient care and operations management by spending nearly two decades in private optometric practices. Sheila is responsible for assisting clients with implementation of consulting programs, as well as marketing and customer service presentations for Williams Group.