Although it is an old clich?, the reality is you do only get one chance to make a first impression. So make it a good one.
If you read the book “Blink” by Malcolm Gladwell, you realize that people make buying decisions in a blink of an eye and it is nearly all subconscious! It is absolutely crucial that our patient’s first experience is the Red Carpet VIP Treatment! Remember everything they see, hear, smell and experience is part of your marketing and it all effects their unconscious and conscious decision to work with you or not!
Take a walk through your office with a new pair of eyes. What does it look like? Do you have cobwebs in the corners, shag carpet and peeling paint? Are the floorboards dirty, does it smell like a dentists office or worse does it smell like McDonalds because your CA is eating lunch at the front desk??
Do you have what Dr. Patrick Gentempo calls the “Mom and Pop Store” look with different chiropractic posters and pictures from several different companies and nothing that ties them all together?
It might be time to hire an interior decorator and revamp the place a bit. It is amazing what some new carpet and a fresh coat of paint can do!
Next, what do our new patients experience when they come in for their first visit? Is it a ghost town with no one at the front desk and no patients in the seats? Do they come in only to see overwhelmed staff who will “get to them in a few minutes?”
When a new patient walks in I want my CA anticipating their arrival. As soon as they walk in the CA needs to come around the desk and greet them with a warm smile and a double handshake.
“Welcome to Rosen Chiropractic. You must be Dave, My name is Kathy, I am the one you spoke with on the phone. I want you to know that we sincerely appreciate you choosing our office for your health care needs. Would you like a cold drink or a snack? We have cold herbal teas or bottled water and we have several healthy snacks? I know that your friend George has been so excited for you to come here and meet with the doctor. He will be so happy to know you made it in.
Do you have any questions before we get started? No, great I want you to know that the doctor and staff are right on time and we will be with you as soon as we have you fill out this health profile. You will see I highlighted this section on top three stresses in your life, if you could take an extra minute or two to fill this out it will help the doctor best support you. Again, my name is Kathy. Please bring this form to me as soon as you are finished.”
Obviously there is a tremendous amount of information I just went through. If you have read Dr. Robert Cialdini’s book Influcence: The Psychology of Persuasion you will see we employ many concepts from his book as well as other well known concepts. I will put those principles in (parenthesis.) If you have not read his book it is an absolute MUST!!
Let’s dissect some of it. Of course I came out to greet you, called you by your name (name), told you my name and reminded you that we already have spoken before (liking, authority). I “appreciated” you (liking), offered you a drink or snack (reciprication), mentioned their friend who referred them in (friend, liking, social proof.) Do you have any questions so they don’t feel overwhelmed or rushed, we are on time (expectation management), fill this out and give extra attention to this area, telling them exactly what we need from them (authority.)
As always there are a million ways to do this I just wanted to point out some pieces of the puzzle which can lead to a better experience.
So what are the downsides to treating our patients this way, giving them cold drinks, healthy snacks etc.? Well it does cost money and take our CA’s time.
What are the upsides? The patients truly appreciate it, have the “wow” experience, if you understand the law of reciprocation you realize how incredibly powerful this is. The patients have fun and the truth is when the patients are having fun so are we. I know there is a company out there that has little cookie ovens and the offices have fresh hot cookies for their patients all day long. The smell alone is a powerful marketing tool let alone giving them something and making them feel special. Am I recommending that? No, and if I did I certainly would recommend that the cookies were healthy. I only mention it to help you think outside of the box. Go the extra mile and it will pay for itself in ways that you simply can not imagine!
Russ Rosen, D.C. – Feb 06, 2007
