Marketing Strategies - From The Waiting Room

By Author: rory brown
Total Articles: 3
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Doctors very seldom have any idea what their patients see when they are waiting, and it will make a big revenue difference in their practice. If a patient enters a doctor's office, and feels uneasy about the staff, he may never stay to see the doctor. Even if he does, he may feel insecure enough to not take the doctor's advice, or to return for another appointment. Trust is an important part of their relationship. If the patient doesn't feel that the doctor can handle his office, he won't trust that he will know how to treat a patient correctly either.

I believe that everything that you do in your business, from your expertise to your systems to your staff, is all about marketing. I believe that because it all affects how you appear to the world, and marketing is how you appear to the world. Further more, trust is an important aspect of marketing, and it is even more important in a medical relationship that in any other business.

Doctors have a special problem, because they want to help people and make money. They don't want to manage a business. Consequently, they will usually hire a practice manager and stay ...
... in the back. They have no idea what is going on in the front office while they are seeing patients.

They have a practice/office manager who may or may not be as good as they think she is. Even if she is good, things will get past her. If she is not good, the employees are unhappy. Let me tell you that from the waiting room, this really shows!

The best run practices I have seen are those run by family, but even then there are exceptions, and it isn't always possible to have a family member who has the experience or the desire to gain the experience to manage for you.

One of the things that physicians overlook is the importance of the receptionist. Receptionists are generally underpaid and under-rated as part of the team. The assumption is that theirs is an easy position to fill but nothing could be farther from the truth. The receptionist is every patient's introduction to your practice. They should be a reflection of what you represent. They should be efficient, caring, intelligent, confident, and communicative. This takes a particular type of person, and good ones should be treasured, rewarded, and stroked effusively and often. They often feel like the unloved stepchild, and believe that no one respects them.

The quality of the office will show in every area, but it starts with your receptionist.

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