As an example, walk into a high-end jewelry store or a designer boutique or a department store such as Neiman-Marcus. Look at the walls, look at the floors, and even look at the ceiling. These retailers know the value of making sure that everything is neat, clean and current. By that I mean, no stains on the carpeting, no marks on the walls and no stains on the ceiling tiles from an old leak. Personally, when I go to the office of a doctor or dentist and it isn’t current, neat and clean, it causes me to question the competency of the practitioner and his or her staff.
So walk into your office one day. (I recommend doing this on a day off.) Have an objective look around your waiting area, dispensary and exam room, and ask yourself if your location is one that you would feel comfortable trusting with your eye health.
Your waiting area should be comfortable, spotless and stocked with current magazines and contain neat, current point-of-purchase materials. The dispensary should include well-stocked and organized frame displays. If you carry high-end products, they should be prominently located in appropriate displays in a special location. Dispensing tables should also be clinically clean and wiped down with disinfecting wipes after each patient.
Your exam room should always look perfect. Your chairs and exam equipment should be up to date and the room should be clutter free and professional.
Also, make sure that your laboratory is kept neat, clean and current. Patients will sometimes walk by, or they may ask to see where the eyeglasses are assembled. The machinery should be current, neat and clean; tools should be hanging on appropriate racks; and trays should be in neat, organized stacks. And while you’re in there, take a look at your edging equipment and make sure that it is state-of-the-art. It will not only impress your patients, but will also help to improve your bottom line by reducing breakage, spoilage, and be a great time saver.
If you feel comfortable that your office passes the so-called “white glove test” and you are in compliance with all the suggestions stated above, then you need read no further. But if your objective assessment of your office is less than perfect, the slower summer season ahead is a good time to make any necessary changes, from tidying up to adding smart new displays and equipment.
It’s a fact that updates and renovations lead to increased consumer confidence and ultimately improved sales. So take advantage of spring and summer to get your business looking its best.
MICHAEL BLOCK is president of Block Business Group, which has been helping independent eyecare professionals with their purchasing and practice management needs since 1983. Learn more at blockbg.com.