What Image Does Your Practice Convey?

Once again, the holidays are behind us. 2007 is here, bringing with it the hopes and dreams of brighter tomorrows for all. So, what better time than now to pause and take a look at ourselves and our practice, but this time not through our own eyes, but through the eyes of our patients? 

When patients visit or telephone our office, they expect to be handled courteously and professionally.  They won't tolerate being treated otherwise, nor should they.  Patients' senses are heightened the moment they walk through our door.  Have you ever noticed yourself while waiting in the reception area at your Doctor's office?   You see, smell, and hear everything.  We all do it....this is a normal human defense mechanism.

One of my favorite exercises is called "Office Image-does it equal success?"   The minute patients walk up to our door, (and even before) they begin to judge our practice.  Every moment, every day, we are judged on everything, from our office decor to the music flowing in our hallways.  If there is dust in our reception area, patients may wonder "are the instruments in this office sterile"?  If the office decor or magazines are outdated, they may wonder if we are abreast of the latest dental technology.

I want to share an exercise with you that we have used, to help us visualize what our patients are seeing and hearing when they visit our office.  Try this at your next team meeting, to help you see what your patients might be perceiving.  This is not a test, but merely an exercise to help us fine tune our practice image for the New Year.

• Close your eyes.  Place your feet flat on the floor, hands folded in your lap.  Now, take a deep breath.  Imagine yourself getting out of your car, and visualize the exterior of the building.  Can you see your office?
  
  
• What does the building itself say about your practice?  Modern?  Traditional?  Is your sign in good condition?  Is parking ample and convenient?  Is the landscaping attractive and well maintained?  What impression do you have of the practice so far?
  
  
• Now enter through the front door.  What do you see?  What does it smell like?  Notice the reception area.  Is it warm and inviting?  Is the desk attended?  Does a person or an empty chair greet you?  Are you welcomed, or ignored?
  
  
• Have a seat.  What do you notice now?  What do the furnishings say?  Are they family oriented?  Are magazines current and neatly displayed?
  
  
• How do you feel?  Can you hear conversations at the front desk?  Is it warm and professional?  Do you hear staff talking among themselves?  What are they saying?  Are they happy here?
  
  
• Does an assistant or hygienist warmly greet you?  Do they escort you to the treatment area?  Do they walk along with you, showing you the way?
  
  
• As you walk through the hallway, what do you see and hear?  Are other patients being treated?  Do they appear to be comfortable, and being well taken care of?
  
  
• Is the treatment room clean and dust free?
  
  
• Are you left in the room unattended?  What is your first impression of the Doctor, when he or she enters the room?  Are you thoroughly informed on treatment by either the Doctor or clinical team member?
  
  
• When you are escorted to the check out area, how are you handled there?  Are you warmly greeted?  Are fees and payment options presented in a professional manner?
  
  
• How do you feel about this practice now?  Will you be happy to return here?  Will you refer your family and friends here?

So, do you get the picture?  Always behave as though you are being video taped.  In essence, you are.  And front desk team members, remember this:  You are the first and last impression of the practice.  From the initial phone call, to when the patient walks through the door, you are the practice image.  If you convey a warm and friendly "welcome to our office" type of greeting, the patient is left with the feeling of "I have made a good decision in choosing this practice for my dental care".   If however, the patient enters and is not greeted warmly, or ignored altogether, this triggers quite a different emotional response.

Remember also that you are a reflection of your employer.  The way you conduct yourself sends a message.  What message are you sending?  Be ever cognizant of the fact that your actions really do speak louder than words.

Written by Elaine Dickson