By Charlotte Anderson | ALPHA Health Services
You think you offer great service at your clinic, the problem is that people don’t seem to be staying past the first, second or third treatment. When patients seem to be falling off faster than you’re acquiring them, you might want to consider that it could be your first impression.
According to Amy Cuddy, a psychologist at the Harvard Business School, 80-90% of a first impression is based on two traits:
- Can I trust this person/business?
- Can I respect this person’s/businesses capabilities?
From the outset, your clinic is “under evaluation” and the patients whole experience is recorded as internal points. Do you know how you’re scoring? If your fall off is bad, chances are that you’re not scoring well.
Unfortunately, it is very difficult to change a first impression.
After establishing my own private practice, ALPHA Health Services, I’ve learned the critical importance of the first impression. I cannot emphasize enough, that first impressions can either make or break your practice, which is why I wanted to cover this topic with you today.
We’ll cover:
- How customers choose based on total experience
- 15 practical strategies you can implement to create an amazing first impression
How customers choose based on total experience
Customers will buy from the business that provides the best total experience.
The total experience is a combination of several impressions, interactions and experiences. Selective perception refers to the fact that people, once they form a good or bad impression about something or someone, are more alert to information that supports the initial impression.
If prospective customers form favorable early impressions, their selective perceptions will tend to reinforce and confirm their views. Everything your business does that has any direct or indirect impact on your customers has to be considered and managed with the clear INTENTION of creating the best possible experience. In order to create a good first impression, you must pay attention to every element of the patient transaction, otherwise you risk losing your patients to competitors who do.
15 practical strategies you can implement to make an amazing first impression
Here are some important elements of the patient transaction to consider:
- Telephone contact – Is it friendly, consistent and upbeat or harried, irritable, and variable depending upon the day you call? Is there a consistent greeting like “Hello, Joe Smith Physio Clinic, this is Betty speaking, how may I help you?”
- Parking – Is there easy access to the clinic? Are there wheelchair accessible spots? Is the lot free of clutter, garbage and obstacles?
- Entry – Do people smoke at the entry to your facility? Is there a garbage receptacle? Is it well lit? Is there an alcove or awning to protect people from rain while awaiting a ride?
- Greeting – Is reception staff visible or are they hidden behind a high transaction counter? Do reception staff wait for the patients to greet them, or do they consistently say “Hi, how may I help you?” Do they greet patients by name?
- Reception Area – Are the colors appealing/soothing/energizing? Is the reception area appealing to look at and free of clutter, files, old magazines, etc. Is there anything for patients to do or look at while waiting for their appointment? Are wait times as short as they could be? Is there music or some other sound barrier to maximize the privacy of the reception staff during telephone calls or discussions with clinicians. Does the music match the personality of your clinic?
- Seating – Is your seating comfortable and accessible to individuals of all sizes? Is there a designated spot for a wheelchair?
- Filling out forms – Are the forms simple to fill out and written in layman’s terms? Are they time consuming? Do they cover information that would be valuable to the clinician doing the assessment (ie. history)
- Lighting – Is there adequate lighting? Is fluorescent lighting shielded to minimize brightness?
- Ushering – Are patients ushered into the treating area or do they find their own way there?
- Treatment Area – Are the cubicles clean, free of clutter and private? Is there a chair and/or hook for clothing, purses, etc. Is the temperature comfortable? Is the lighting indirect or bright on the eyes from a lying position?
- Draping – Are there adequate materials easily accessible for draping? Do you have extra shorts, gowns, etc.?
- Positioning – Are there multiple pillows, bolsters, neck rolls, blankets to ensure that the patient is comfortable? Are support staff aware of the principles for patient positioning?
- Communicating – Is there a means by which the patient can communicate with the clinician if he or she is out of the room, without shouting? (i.e. bell or intercom)
- Access to space and equipment – Is the exercise area easily accessible without disrupting other patients?
- Paying – Are there multiple payment options? Is the process quick and seamless? Is it easy and time effective to generate receipts and re-book appointments? Are the payment policies and late cancellation/no show policies clearly posted? Is there a rate sheet available?
Walk through all these elements in your own clinic and critically evaluate what you can do to increase patient satisfaction at every level. It’s a cost effective way to guarantee you not only attract customers but retain patients for the long term.
