As I walk into my doctor's office I am greeted by the ubiquitous closed sliding glass window and a clipboard reading:
Sign In
. Occasionally there is a sign reminding me to sign in but there seems to be a disagreement "behind the glass window" as to use of the real estate associated with the sign. (
Sigh)
As I peer through the glass window (with a friendly smile), I can see medical staff pointedly ignoring me so I tap lightly on the glass. The window slowly slides open a few inches as if I am in the wrong place and should know better than to bother them. But someone raises their voice (I am not hard of hearing) saying, "Sign the clipboard, we will be with you shortly". The window then quickly slides closed.
I am a patient-patient - I dutifully sign in and take a seat. I look around the waiting room and note the usual, tired looking magazines, dust covered plastic plants and once again, sigh. Eventually I am summoned back to the window where it slides open once more. Again, without making eye contact with me, I find myself be spoken to by a hand. The hand says, "I need your insurance card, your ID, and your co-pay". I look around to make sure the hand is speaking to me and think, "Whatever happened to a simple "hello"?" I look around again wondering if I will see Allen Funt and then wonder what the people behind the glass window are so afraid of.
As a patient, I am very aware of the need for privacy. However, this scenario is all too common in today's world and seems to be an excuse to take the humanity from the initial encounter with the doctor's office.
Things become especially unprofessional (yes, I am old-fashioned enough to believe in professional behavior) when the "magic" glass window finally opens and I learn so much about the staffs' personal life that I am tempted to turn and run the other way. As a patient, I don't want (or need) to know the intimate details being exchanged about staff's personal life, office gossip, irritating patients, or unlikable coworkers, much less what's wrong with the doctors!
Let's face it, people don't chose to spend their afternoon at the doctor's office! They would rather be playing bridge. They are there because they are not well. Patients arriving at their doctor's office are frequently scared and in need of compassion and care. For many people this is the only social interaction they'll have all day and a kind greeting and a smile goes a long way to ease their concerns. A simple acknowledgement of their existence will surely make their day and their visit a positive experience.
Just so you know, I know there are doctor's offices that do provide a great patient experience. I walk in and am greeted by name and immediately I feel better. As I wait for my appointment and watch other patients enter the office, it is obvious the culture of the office is one that values the patient as a person. Take a page from Ritz Carlton, know your clients, greet them by name and they will not only return but will spread your groups name to their friends and family. The best advertisement is word of mouth!
Great offices ease patients discomfort, ensuring them that they will be helped,
and make them feel valued. This kind of experience benefits your practice in other, tangible ways. When people are recognized and valued, they are more willing to pay co-pay/charges and, if surveyed, provide positive feedback.