How Receptive is Your Reception Area? 4 Fixes That Will Spruce Up the Place

 

It’s fascinating how the human brain works. We tend to form opinions on new things, places and people in fractions of a second, relying on emotional, unconscious cues, and then backwards rationalize with facts.

Yes, we like to say we look at the evidence first. Mull everything over. Then come to rational, even-handed conclusions. Unfortunately, a landslide of psychological research shows that this just isn’t the case.

If you’ve ever read the book “Blink: The Power of Thinking Without Thinking” by Malcolm Gladwell, you know exactly what I’m talking about (and if you haven’t check it out – it’s a fascinating tour of just this type of psychology).

So then… in what place are your new patients are forming these split-second, biased, and enduring opinions? You guessed it: your reception area.

Now, this “blink” effect can work for you or against you. Maintain an inviting, clean, memorable reception area, and you’ve given yourself a huge boost toward being loved by everyone who comes through your doors. But if the first room your patients see is a low priority, or you and your staff haven’t updated it since the Clinton Administration, a revamp is more than likely due.

Here are some places to assess and improve as needed:

1. Furniture. Do your places for visitors to sit feel “sterile?” Always go for cozy over cold. There shouldn’t be a bleached, medical vibe until the patient is in the chair receiving treatment. I’m also a big proponent of mixing up the types of seating because everyone has different preferences. Some people want to sink into something cushy and soft. Others want firm chairs with arms that are easy to get in and out of. Your living room isn’t just row after row of identical steel chairs… your reception area shouldn’t be, either.

2. Entertainment. There are plenty of ways to keep your visitors occupied besides leaving out a dog-eared stack of generic lifestyle magazines. A fish tank or terrarium with a turtle or lizard can add some variety and liveliness to the office while being soothing for both adults and kids.  Additionally, if you have a TV, don’t just let it run mindless daytime shows in the background. Instead, show short, educational videos that detail the state-of-the-art procedures you offer. The ADA offers a great video called Toothflix 2.0 that fits the bill – check it out here.

3. Validation of your practice. Marketing materials should be prevalent, but not annoyingly promotional. For the waiting room, this means showcasing the efficacy and talent of your team and brand to a captive audience.  Have reading materials that detail how you and your team treat your patients as well as how you give back to the community. I think the most striking way to do this is with a wall-mounted collage board that has the picture, name and a short bio for each person on the team, doctor(s) included.

4. A personal greeting. Don’t let your patients wander in unattended and confused. Your office is not a bus stop! Train your reception team to greet people with smiles, eye contact and handshakes every time. The goal is to make those who enter feel like friends, not paychecks. Patients will notice and remember the congeniality, and take this warm reception with them all the way through their visits.

Having a high-quality, informative, inviting reception area can’t be understated in importance. Have any thoughts to add? Think I missed something big? Let me know in the comments.