First Impression in Marketing Your Practice

Apple is highly regarded as one of the best marketing companies in the world. They’re among the best because they understand that marketing isn’t just about the commercials we see on TV, but that marketing starts with the first impression.

My first impression

Just last year I purchased a new iPad. I walked into the bright, clean showroom and was immediately greeted by a smiling employee. She introduced herself, asked for my name, and patiently answered all of my questions. I walked out of that store feeling like I must have been the most important person they had helped all day.My first impression didn’t end when I left the store. Apple puts detailed thought into their packaging as well.I remember a satisfying swoosh of escaping air greeting me as I opened the perfectly snug lid. I then pulled on a small plastic tab that gently lifted the device out of it’s soft plastic cradle and into my eager hands. One press of the home key and my new iPad sprung to life. The battery wasn’t dead. It was ready to go from the moment I opened it.

Marketing with first impressions

Apple cares deeply about first impressions. Their attention to detail in everything they do is all part of a greater marketing strategy that has propelled them to becoming the most valuable company in the world, valued at over $1 trillion today.We need to adopt a similar marketing mindset as Apple. An eye for detail that is obsessed with making a great first impression. Our patients’ experience isn’t reserved for the moments that we care for them. A patient’s first impression of our services are made from the very first moment they interact with our brand.

Opportunities to make a great first impression

Opportunities to make a great first impression and craft a memorable user experience for our patients can be found around every corner. All we need to do is open our eyes to what our patients see. Use the list of questions below to help get you get started.

Internet

• Is your website up to date? Does it appear to be professional and does it work well when viewed from a smartphone?
• Are you on social media? Are you engaged in posting relevant information? If a patient “Googles” your office, do they find negative comments?

Staff

• How are patients greeted when they arrive? Is your staff trained to make them feel welcomed?
• How do staff members answer the phones? Do they introduce themselves?
• Does your staff inquire about the patient’s insurance and determine whether your office is a participating provider? Do they communicate payment arrangements at the time an appointment is scheduled?
• When the patient is brought back to the exam or treatment room, are they left with instructions on what will happen next? Or does this process become just another waiting room?
• Before the patient leaves, do they receive an opportunity to provide feedback on their visit? Does a staff member ask if the patient has any additional questions or if there was something else they needed?
• Does the front desk make the patient aware that payments for which the patient is responsible are expected at the time of the visit? Was a financial policy and financial arrangement form provided to the patient?

Facilities

• Is there trash or other debris in the parking lot? Is it time to refresh the landscaping?
• Is the waiting room clean and welcoming? Is the atmosphere relaxing?

The big picture

Great businesses, like Apple, understand that marketing begins with the first impression and then expands to every aspect of the user experience. It takes hard work and attention to detail to hit every mark. But when done well with consistency, there is no better way to build the reputation of your product or service.