Donald M. Petersen Jr., BS, HCD(hc), FICC(h), Publisher
There's a certain pride some companies take that sets them apart from their competitors. You can sense it every time you interact with certain retailers in their store, on their website, on the phone, etc. They put in that extra effort to make you feel well cared for and special. Some call it their "white glove" service; others just create a reputation for making their customers feel important.
As someone who travels (or at least used to before COVID-19, and am starting to again), I can tell the difference between a hotel that cares about its guests and one that doesn't – and the difference isn't always associated with the price of the room. It starts with how the lobby is designed and enhanced by the attitude of the staff.
The best hotels, like the best stores, make you want to come back. You are happy to spend your money with them because they take care of you. Years of experience have taught them to recognize your needs before you arrive. Their features and additional services set them apart and make them more successful.
I have also spent time in a number of chiropractic offices. Sadly, not all provide what I would call "red carpet care." Sure, the adjustments were effective, but the atmosphere was less than inviting.
As with a great hotel, it begins when you first walk in the door. For many chiropractors, their reception area is more fittingly named a "waiting room." A few chairs, a coffee table and a magazine rack seem to be the norm. For most DCs, that reception-area picture hasn't changed in too many years. Most don't even offer patient WiFi. One assumes the doctor rarely spends time in their waiting room or just doesn't care much about the impression it gives their patients.
Perhaps a Visit to a Local Starbucks Is in Order
As I'm not a coffee drinker, I have only been in a few Starbucks locations, but this is what I can tell you about my experiences:
Warm Welcome – At least one person behind the counter greets you, regardless of how busy they are. There is a contagious cheerfulness in their voice that suggests they are happy to be there and that you will be, too.
Lots of Choices – Even if you aren't a coffee drinker, you can still find things to eat and drink at Starbucks. They provide you with clear visual information to help you make choices that usually exceed what you were planning on purchasing.
Comfortable Atmosphere – I am always amazed at how comfortable people seem to be as they cozy up with their coffee, carbohydrate confection and laptop. I half expect to see people in their PJs with blankies. But making their space inviting is one of Starbucks' secrets to selling coffee at a premium price. Offering WiFi also makes for an excellent experience.
How Do We Translate That Into a Chiropractic Office?
Make sure your staff has the right attitude when they talk to your patients. There should be a "smile in their voice" with a "you're going to be well cared for" tone. If your staff doesn't have that, take them for coffee at Starbucks and let them see the difference.
Make your patients aware of all the services and products you offer. This is more than a topical- or supplement-filled display case in your reception area. You need to provide them with information that explains how these products and services will improve their health. In-office video programs, tailored to your practice, do this very well.*
Go sit in your reception area for 10 minutes. Is it an inviting atmosphere? Are the seats comfortable? Can you get WiFi? (This is easier to provide than you may think.) Is it a "waiting room" or a reception area? Do you feel like the doctor who owns this practice cares about you?
Modeling our reception areas after hospital emergency rooms and outpatient clinics is not appropriate. Your patients expect and deserve red carpet treatment. Providing it for them is an investment, not an expense. Like a great hotel, it makes them want to come back and tell their friends about it. Like Starbucks, it also makes them more willing to spend money on additional care they might not have thought about when they first came in.
*If you are looking for the best in-office video program as part of your "red carpet chiropractic," try GoChiroTV free for 30 days. It even includes WiFi for your patients.
Read more findings on my blog: http://blog.toyourhealth.com/ wrblog. You can also visit me on Facebook and Twitter (donpetersenjr, @donaldpetersen).
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