Increase word-of-mouth advertising with decor and communications - Marketing Tips What is Positioning For Success?

Townsend Letter for Doctors and Patients, August-Sept, 2003 by Terra Wellington

In my February/March 2003 column I talked about seeing your office from a patient or client's point of view and improving the environment, processes, and customer service to exceed expectations.

As a follow-up, this column offers additional, specific tips on how the physical elements of your on-site office add or detract from the patient or client experience, and improve or reduce word-of-mouth advertising.

Let's first talk about word-of-mouth advertising: what it is and why it's important. Word-of-mouth advertising means your reputation, your brand, your service, etc. has something so good about it that people are willing to talk about you (for free) and recommend whatever it is you are selling.

Word-of-mouth advertising is coveted not only because it often generates a higher quantity and caliber of customers (over the long-term) but also because its expense is generally lower than other forms of traditional advertising or media relations. That's not to say that you wouldn't invest money in areas that would increase positive word-of-mouth advertising, such as improved decor, equipment, training, or personnel.

For example, a satisfied patient might carry your card and refer dozens of people to you who are ready and waiting for a service such as yours. Her testimonial means instant credibility for you. You only had to please one person, who brought you dozens more. The investment is worth it. So, each one of your customers (including vendors and anyone else with whom your business has contact) should be considered as a gateway to many more. Each one should be treated as gold.

Talking specifically about two ways in which you can increase positive word-of-mouth advertising, there's the office decor and basic marketing communications. Here are some ideas for you:

The Decor

If you haven't consulted with a Feng Shui specialist for your office, now might be the time. It doesn't have to be complicated, so look for a Feng Shui expert that has practicality in mind. Adding a little Feng Shui into your office decor will increase the positive flow of energy, and a lot of it is plain common sense.

I spoke with Feng Shui Expert Jayme Barrett who just published a fabulous new book titled Feng Shui Your Life (www.123energy.com). She says "I think you should make your office a joy to come into. As a doctor, you should create an office that is unique to you, and patients will refer you over others because of the environment."

Jayme gives the following tips for healthcare practitioners:

The First Impression: "From the moment the client gets out of the car, you want to create the sense of them coming to be healed. The entry way sets the tone for the visit." Ideas include place a welcome sign or healing symbol on the outside of your office's front door, make sure the address or suite number is clearly visible, place a plant outside the door. She also says to make the entry to your office unobstructed, such as no coat hangers or chairs right next to the door.

Waiting Area: Keep the lobby clean with not too much information, magazines, or clutter. Place a plant near the receptionist. Avoid fluorescent lighting, and add lighting that's not only natural but that is directed up toward the ceiling. Soft neutral colors with accents for the rugs and pillows are best, while artwork should be pleasing and inspiring. "Avoid abstract or geometric artwork. You want the patient to come in and feel calm and healed and not have to decide what that picture is--it's not an art show." Place literature and magazines that are healing and affirming, and that have good things to say about your modality.

Patient Rooms: "Patients need to feel safe and comforted. Make your office feel different from a typical sterile doctor's office." Instead of harsh whites, choose soft colors and soft lighting. Regulate the temperature so that it's not cold. Reduce clutter by keeping paperwork and instruments in drawers and cabinets. Keep positive artwork and decor in the patient's line of sight, whether sitting or lying down. Lots of diagrams about muscles, skeletons, etc. might not put your patient at ease.

Colors: Greens, blues, and lavenders give a sense of healing. Reds attracts attention and energy and vitality; use red as a smaller accent.

Basic Marketing Communications

Your basic marketing communications present a first and lasting impression image of you, as well as represent your credibility, explain what you do, and educate your customers.

Marketing communications include a wide range of tools used to promote and market your business. At the most essential is your business card, a brochure or information sheet on the service or product you are selling, and basic information on the company or doctor (such as a biography). More expansive tools would include a press kit, more comprehensive literature, newsletters, videos, photos, white papers, and a website.

To start, consider getting a professional photograph taken, usually called a headshot. This would be a photo of you pleasantly smiling (the look should be warm and friendly), from the shoulders up, with you wearing a professional wardrobe. See if you can get a professional digital photographer to take the picture, do the touchups, and give you the right to use the picture as needed; you would get the photo on a CD, and you can place it in your literature, on your website, or order inexpensive, quality photos from a company such as www.ofoto.com.