November 13, 2008

What Your Waiting Room Says About You

Attention Physicans and health and wellness practitioners with a waiting room:

For Pete's sake, could you please have current magazines in your office??

Nothing says I could care less about your experience than nasty, crumpled, used up magazines from 6 years ago on the reading table. Can you tell I've had this experience more than once?

When it comes to professional presentation, it's all in the details.

For example - how your receptionist presents her/himself, treats your patients/clients on the phone and when they walk in and how your waiting room is presented: is there water to drink; is there a clean bathroom to use; are there interesting magazines to read ; is the furniture and lighting cozy and comfortable (or antispetic and out of date); are they're goodies to purchase; and are their little candies to say "welcome" and refresh my breath and is there soothing music to help me relax (NOT elevator music or a scratchy local channel that plays pathetically out of date tunes!).

Now my dentist, he's got it down. I almost never have to wait in his office, his receptionist is on the top of things, she's friendly and always greets me with a smile. The lighting is warm and inviting (no harsh overhead lights!) and everything is neat and tidy. And there are tons of great, current magazines, neatly organized for my reading pleasure. Ahhh! It feels good to be so well taken care of.

I made a point to ask my dentist about his magazine situation. I said, "You know, very few doctors office have such nice magazines as you do." And then he proceeded to tell me that it costs him very little to do so, and he doesn't understand why everyone else has crumpled magazines and he has his receptionist straighten them up every few hours so it looks nice.

Did I mention he's booked 6 months in advance?

Your waiting room is an extension of your brand, your website and your marketing materials. Make them an expression of who you are and the transformational nature of your work. It doesn't require big bucks, but it does require attention.

Do your self and your clients a favor. Act like you care. Keep doing a good job, make your waiting room experience an oasis and they'll keep coming back.