The first impression you make is likely the most important one as it creates an opportunity for you to build a connection with someone who hopefully converts to becoming your patient, utilizes your services and ultimately refers others to your practice.
The initial office visit may not be the first impression
We often think first impressions happen on the patient’s initial visit to our office. However, there are many first impressions the new chiropractic patient may encounter prior to that first office visit. From your community involvement to the initial office visit, we are constantly creating first impressions in our marketing that mold people’s impressions of us.
First impressions offer an opportunity to show your professionalism and influence prospective patients to consider utilizing your services. This article explores some of these opportunities in greater depth.
Marketing and branding messages
The very first-first impression may be presented to a new patient by your marketing and branding messages. Whether it’s social media, local advertising or a speaking engagement, the first time you interact with the community will make an impression. Be certain the image you put forth represents your practice in the manner you desire. Well-thought-out imaging and messaging should portray you as professional and in a manner that meets consumers’ expectations of a doctor.
Community engagement
Many of us inject ourselves into our local communities by offering health fairs, speaking engagements and screenings of various types. We may also become members of civic groups, coach Little League teams or volunteer with nonprofit organizations. When doing so, we allow the community to develop an initial perception of us.
The first phone call
Another first impression opportunity is the potential patient’s introductory phone call with your office. The patient should be greeted by a warm, friendly voice that is helpful as well as empathetic. Starting a positive relationship with the patient is paramount to making a favorable impression. Guiding the first-time patient over the phone can help ease any fears they may have and offer helpful information so the patient feels comfortable enough to schedule.
The first office visit
The first day the patient enters your clinic is also a first-impression event. From the moment they pull up to your building, they are developing their idea of how they feel about your business. By the time the patient walks in your front door, they are well on their way to deciding whether or not you have made a positive impression on them. It’s now up to you and your staff to solidify their perception of your business by offering over-the-top customer service as well as strong communication tactics that help the patient understand you are meeting their needs.
In my opinion, the first impression may be an ongoing effort, as it can carry over into the report of findings and even the first few visits of the care plan. Be certain to keep making a good impression, especially if the patient is encountering different staff on subsequent visits, or meeting the doctor for the first time.
First impressions matter with potential employees, too
We’ve talked a lot about the first impressions we make on patients, but what about potential employees? We make a first impression on them in much the same way we create a perception with patients. Our employment ad verbiage, the look and feel of our clinic environment, the employee-employer culture we create and the professionalism of our interviewing skills all create the perceptions that influence whether a highly-qualified candidate might accept your offer for employment. The ability to attract high-quality candidates is often based on the impressions you make during your search process.
Final thoughts
The initial first impressions you make, whether part of your marketing plan or not, have a dramatic effect on your practice and may be an early determining factor in your success with a new patient. The first impression is the most important impression you get to make with patients. Don’t make it the last; instead, make it lasting.
MICHAEL PERUSICH, DC, is a solutions-focused advisor with more than 25 years of success across the healthcare and consulting industries. His broad areas of expertise include coaching, training, content development and motivational speaking. Perusich is the CEO of Kats Consultants LLC, where he and his team offer a unique platform of business knowledge and tools for today’s chiropractic entrepreneur. He can be reached at 407-308-5590 or via katsconsultants.com.
