December 27, 2018
by Shawn Peers, DentalPeers
When you look around your office, tell me what you see. We all know that first impressions matter and creating a positive patient experience can start with the first impressions created by visual cues from our surroundings.
So it is important to take the challenging step of seeing the impression your office creates not only through your eyes…but also through the eyes of your patients.
Trying to see things through the eyes of others is never an easy task. It requires adopting an entirely different mindset from how we see the world ourselves. But while difficult, it is definitely not impossible. And a lot can be learned from one of the greatest “visionaries” when it comes to using the visual to create a positive experience…the one and only Walt Disney.
Imagine the planning that had to go into the creation of something as large as the DisneyLand and DisneyWorld Theme Parks. To immerse oneself in the world of Disney required great imagination and design skills. It also required that Walt Disney literally see his dream through the eyes of his most important customers…children.
To achieve this, Walt Disney used a simple trick to help him appreciate how his park would appear to kids. During construction, he would regularly been seen on his knees at various points throughout the park. This brought him from his natural adult height to the height of a child, thus enabling him to obtain a child’s perspective based on their line of sight.
Attractions plainly visible to an adult might be blocked from a child’s sight by railings, barriers or other obstructions. This could result in a frustrated child. And we all know when a child gets frustrated, it does not take long for that feeling to spread to the rest of the family…thus creating a very negative experience.
I am not suggesting the key to a positive first impression in your practice necessarily means seeing how children see your practice (unless you are a pedodontist, perhaps!). But you do need to consider as many perspectives as possible when considering the impression your practice creates on your potential patients.
And you need to consider that impression before the patient even sets foot in your physical space. Your webpage and social media presence are vital to the creation of a positive first impression today. You want your online “visits” to receive a message that is consistent with what you deliver in your physical space.
This may sound like a daunting task to those of you who simply feel they lack that Walt Disney vision. If that is the case, perhaps 2019 should be the year you invest in hiring someone who can help you with a marketing strategy…someone who can help you convey your vision of dental care in a way that resonates with all patients, be they young and tech savvy or less technically inclined.
And, of course, keep an eye on this space for my monthly blog. If you have any questions, please feel free to reach out to me.
When it comes to leaving an impression, consistency is key. So whether you choose the DIY version or you decide to work with a marketing expert, make sure you create a consistent brand online and at the office. Thinking about that early in the year is a great way to get 2019 off to a wonderful start.
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