Your healthcare practice starts earning a patient’s trust long before they’re in the examination room. People focus on the small signals. We’re talking clean spaces, information that’s concise and clear, staff members who are friendly and knowledgeable, and a professional appearance, whether in branding or attire.
Many practices ignore the basics, thinking they’re secondary or just too expensive. But professionalism doesn’t need to put a big dent into your budget; you just need to be consistent in your approach.
Setting the Tone When Patients Walk In
Customers will judge a practice the minute they step inside. If your space is untidy or less-than-stellar on the hygiene scale, people will notice. They will ask themselves whether this low standard carries over to their medical care, making them think twice about using your services. That’s why you cannot afford not to set the (right) tone from the get-go:
Keep the reception area clean: Have a 100% ‘no clutter’ rule, and wipe down surfaces often. By all means, add some personality to the front desk (e.g., plants to add a little bit of color!), but for the most part, you want a sterile environment for your patients.
Neutral colors and decorations: This is a health practice, not a Chuck E. Cheese. You want a neutral color base, with soft lighting that adds a feeling of calmness.
Clear signage and messaging: Your waiting room should give patients the requisite information in an easy-to-digest manner. Use touchpad screens for patient check-in. Have a screen with general information on a rotation. Or even if you don’t use technology in your waiting area, have clear signage and consistent messaging.
Professional Documents and Printed Materials
Your paperwork says a lot about your business. If your brochures are printed badly, the practice signage is low quality, and branding is inconsistent, customers will notice. Even having unique doctors referral pads influences how a customer sees the practice.
Go beyond putting something together using ChatGPT. Don’t invest in beautiful graphics, only to then cheap out on the type of paper you use. Low-quality print looks and feels cheap; customers will notice.
Many health practices skimp on this, thinking it’s not directly linked to healthcare provision, and therefore of low importance. And while it’s true that delivering a high-quality service is the top priority, it doesn’t mean you should ignore your print materials.
Your branding is important; it’s what most people will first see. If you get a budget flyer through the door, you expect a cheap service. If it’s for a budget flight on Spirit or Frontier, that’s fine. When you’re dealing with your health, however, that’s the last thing you want.
Train Staff for Warm, Simple Communication
Professionalism doesn’t mean being cold or stiff. Good customer service is about providing a calm atmosphere for patients, being clear in communication, and showing kindness and empathy.
You shouldn’t expect staff members to show these qualities without training. Invest in teaching staff to greet people with a nice smile, even if brief, and a quick hello.
Phone interactions should be friendly, but short and straight to the point. Customers value their time and will appreciate a professional yet warm interaction.
Older patients may need a dose of additional patience, which can be challenging for staff members. But senior citizens deserve our respect, and may move a little slower than they used to; show grace to every patient, young or old.
Interactions need to be streamlined, but not rushed. There’s a difference. Explanations of medical issues, for example, should be given an appropriate amount of time, especially if the news is sensitive or perhaps difficult for the patient.
Small Patient-Friendly Touches = Big Effect
It’s the little things that take a company to the next level of professionalism. Small comforts can make a big difference, making patients feel cared for, at a low cost and without you having to say a word.
For example, offer more than just a water cooler for refreshments. Consider tea or flavored water (e.g., cucumber or lemon/lime). Reading material should be current and light, something that will help patients pass the time in the waiting room.
Many patients will have their kids with them, or they may be the patient. Add a basic kids’ corner with simple toys, that’s often enough to keep them entertained, avoiding that toddler crankiness we’re all familiar with!
The overall environment should be calming, so consider playing soft background music, and have lighting that’s a little more inviting than the ultra-bright lights you’re used to at the average clinic.
Trust is Built in the Details
To enhance the level of professionalism in your health care practice, all you need is to hit the basics and add the little details. It’s done by creating a welcoming first impression, having professional materials (from print to your online presence), and treating everyone with a level of decency.
And remember: professional practices don’t have to rely on flashy upgrades or big-budget investments. It’s in the smaller things, the infusion of customer-focused service, from medical professionals to reception staff. It’s the small touches that make someone feel cared for. The cherry on the cake isn’t expensive, but most forget about that crucial ingredient.
