Image refers to the way a practice is perceived by patients and potential patients. A positive image results in more referrals, greater professional satisfaction for doctors and staff members, and of course, more practice growth. A negative image undermines it all.
What is the image of your practice? Is it what you think it is? Does it need to be polished, or possibly changed? The following exercise may provide some insights.
Look over the following list of attributes. Circle those that in your opinion as a chiropractor, most accurately describe your practice and/or the people in it. Then have your associates, office manager, and CAs do the same (anonymously, if they prefer). Consider also inviting a dozen of your good patients to complete the survey (also anonymously). Compare the results. You may be surprised that others view your practice very differently than you do.
Circle the attributes that describe this practice:
- well-equipped
- old-fashioned
- organized
- up-to-date
- disorganized
- expensive
- convenient hours
- adequate parking
- long waits
- spotlessly clean office
Circle the attributes that describe this office’s doctors/staff members:
- great service
- thorough
- very professional
- conservative
- attentive to small details
- knowledgeable staff• high-quality care
- willingness to refer
- friendly
- on time
- rushed
- patient
- inefficient
- high pressure
- accommodating
- efficient
- helpful with insurance/billing
- child-friendly
- courteous
- impatient
- cheerful
Follow-up action step: Go through the list a second time, using a different color of ink or highlighter, and circle those attributes you wish described your practice and the people in it. Have your associates, office manager and staff members do the same. Then discuss the findings at your next staff meeting; reach a consensus; and move forward.
