The power of first impressions
By Bob Levoy

Real estate agents say prospective homebuyers make up their minds within 30 seconds of entering a house and a few upgrades and decorating ideas can add thousands of dollars to the home’s price.

The principle involved is one to which I’ve often referred — people tend to judge the unknown by the known. It means that everything from your wardrobe to your Web site speaks volumes about you — for better or for worse.

Here are five areas that impact your professional image — and where cutting corners could damage the impression you make.

1. Your office building. In real estate, it’s called “curb appeal” and refers to the impression a building creates from the street, including its overall condition, landscaping, and individual features.

Eyesores that can leave a negative impression include:

• Exterior paint that is peeling, blistered, stained, or faded;
• A roof with missing shingles;
• A sign needing repair, repainting or replacement;
• Windows with cracked or dirty panes;
• Trees in need of pruning or replacement; and
• Wilted plants or flowers.

2. Your office milieu. Clutter is another no-no. “Whether or not your space is cluttered may seem insignificant,” says gynecologist Arlene Lewis, Fredericksburg, Va., “but it can have a surprising impact on your patients’ perception of your practice — and you.”

“Many patients will view clutter as evidence of a cluttered state of mind and disorganized clinical decision-making,” Lewis adds. “This may seem silly to us, but I’ve had patients say they can tell I’m organized and detail-oriented because of the attention to detail evident in my office space.”

3. Your Web site. When patients are referred to your practice, many will check to see if you have a Web site, and then log on to it before calling for an appointment. It gives them an overview of your practice and leaves them with a “first impression” — again, for better or for worse.

“There are many ways to create an office Web site,” says Dr. Gary Osias, San Lorenzo, Calif., “but I only recommend one. Seek out the help of a professional designer and pay to have a Web site that impresses Internet surfers. Homegrown Web sites appear obviously amateurish to accomplished computer users, and when these computer users search the Web, they base their first impression of a business by the quality of its Web site.”

4. Your business cards. Gimmicky business cards of varying shapes and colors on cheap stock send the wrong messages about you, your practice, and your professionalism. Choose, instead, a well-designed business card on high-quality paper stock. Do the same for letterheads and envelopes.

5. Your wardrobe. Many chiropractors believe casual attire makes them seem friendlier, more down-to-earth. Friendliness is fine, but what you’re primarily seeking is trust, confidence, and respect.

A study in Family Practice (October, 1998), “Is Our Appearance Important to Our Patients?”, had participants look at photos of doctors dressed in white coats or casual attire and asked them which doctors they’d trust more. The result: Respondents said they trusted the doctors in white more.

Another study by Gooden et. al. in The Medical Journal of Australia (August, 2001) concluded, “Patients reported feeling more confident and better able to  communicate with doctors who wore white coats.

The recognition, symbolism, and formality afforded by a white coat may enhance communication and facilitate the doctor-patient relationship.” And Thom et. al., in a review in Health Affairs (July/August, 2004), determined that patients’ trust in their doctor predicts their treat-ment compliance and continued use of that physician.

Reality check: Never underestimate the power of first impressions.

Bob Levoy’s newest book, 222 Secrets of Hiring, Managing, and Retaining Great Employees in Healthcare Practices, is published by Jones and Bartlett Publishers. He can be reached at b.levoy@att.net.