Practice Consultant

Most physicians tend not to notice how worn and outdated their offices may be, although patients do notice. They look at your office with a very critical eye. Cosmetic patients want to be in a practice that looks like you are in the business of medical aesthetics. Simply translated, this means that it should be clean and well maintained, appealing to the eye, with an ambiance of professionalism and comfort.

The physical environment your practice embodies has a direct impact on your brand image. It reflects poorly on the physician and the practice to have an outdated facility with worn out carpeting, a layer of dust on the furniture, mismatched chairs, stained upholstery, or chipping paint. Not having an office you can be proud of impacts your ability to attract new patients, retain existing patients, keep staff happy, and operate efficiently. If your office doesn't look good, patients may vote with their feet.

Before you think about moving to a new facility, which can be risky and disruptive, consider making some upgrades to the space you are in.

Annual Checkup

In order to maintain an aesthetically appealing office, do a walk-through at least once per year to decide what needs updating. Start with the exterior and assess the curb appeal of your office. Enter through the doorway that patients use, and walk through every square inch of your space. If anything is broken, get it fixed or replaced. In addition to a cleaning service, assign a staff member to be in charge of daily upkeep, such as making sure bathrooms have an ample supply of toilet paper and towels, light bulbs are not burned out, brochure racks are filled, the staff kitchen is clean, and magazines are current and tidy. Pay special attention to all patient areas from the waiting room to exam rooms, bathrooms and hallways. Every small detail can affect your brand image. It is important to strive to create an environment that is welcoming and comfortable for patients. Avoid posting too many signs at the reception desk, which can clutter up the area and look unkempt. The front desk serves as mission control for every practice, thus it should be open and inviting for patients.

Wall Coverings

Nothing says “fresh” and “bright” like a new coat of paint. The new interior paints available are more durable and resilient so they can last well. For example, eggshell finish is an effective washable and stain resistant choice for office walls. High quality Benjamin Moore Regal paint is considered one of the most durable on the market. Always save an extra gallon of paint for touch-ups to keep walls looking good for longer. In general, interior paint may need to be updated every three to five years. Although dark colors seem like they can hide dirt, warm and lighter colors make an office look more welcoming, open and larger. Wallpaper gets outdated quickly, so if you plan to use it, stick to smaller areas like patient bathrooms and choose paper that is specifically coated for use in kitchens and baths. If wallpaper edges are starting to curl up and you are not ready to take it down, at a minimum glue the edges.

Flooring & Carpet

There is nothing worse than stained or frayed carpeting or rugs in a medical practice. It sends the message to patients that you are not minding the store and lack attention to detail. Invest in quality products that are designed for areas with high foot traffic. Commercial carpet made of nylon is ideal for areas with heavy traffic or that are likely to get wet and dirty. Nylon carpet looks good, lasts a long time, and is easy to clean. Olefin or polypropylene yarn is less expensive than other types of commercial carpet, but is not as resilient for areas with high foot traffic. New yarns and manufacturing processes offer carpet with more texture, color, durability, and stain resistance. Wall-to-wall wool carpeting is the gold standard but may take a beating if your clinic is very busy. The tighter and shorter the pile, the more durable the carpet will be.

Generally, to maintain carpeted areas effectively, plan to enlist the services on a professional carpet cleaner once per year. Hardwood is susceptible to scratches and dents, but it can be sanded many times over when it starts to look worn, so it is a good investment. Bamboo, red oak, and mahogany are considered among the most durable and hard. Laminate flooring has improved greatly, and some variations are even waterproof. If you have outdated linoleum in areas of the office where patients walk, replacing it with something richer looking should be high on your list. Whatever you choose, make sure to save a healthy amount of extra carpeting, tiles, and wood flooring in case you need to patch up parts that get soiled over time.

Décor & Design

It is best to stay contemporary with your design because it will not get outdated quickly. Color schemes go in and out of fashion every few years, so try to select a palette that has universal appeal. Good lighting adds an important element to the image of your practice. Lighting should be updated periodically so that it complements the overall aesthetics of the office. Energy-efficient systems and fixtures, recessed lighting and skylights can contribute to making the office feel bright and welcoming. Furniture should be replaced or reupholstered when it starts to fade or look worn. Chair and sofa arms are often the first to show wear. Take a good look at the seating available to make sure there is enough of it, and there are areas where you can accommodate patients who want privacy. Adding new finishes can be an easy upgrade; for example, switching up knobs and drawer pulls, changing out lampshades, and updating window treatments can make a huge difference. Get rid of silk floral arrangements and artificial plants or trees that add clutter and collect dust.

Consider incorporating some elements that take the look of the office to the next level; for example, adding a granite or stone countertop at the front desk looks rich and doesn't have to cost a fortune. The artwork you choose for patient areas also greatly impacts the practice image and sets the mood of the office. If you highlight media placements, they should be professionally matted and framed in a consistent way. Be careful not to overload patients with too many visual stimuli. If your office looks like it is stuck in a time warp, it is worth making an investment to modernize. You don't have to do everything at once; you can do it in stages to minimize the level of disruption for patients and staff, and stretch your budget.

Technology Upgrade

One of the best investments you can make for your practice is to upgrade the technology you are using. Having the right technology in the practice shows patients that you are up to date and in the game. Patients don't want to walk into a medical aesthetics practice to see open file drawers stuffed with paper charts crowding up the reception area. Switch out old and oversized desktop computer stations and big box copiers for sleek modern units to give staff more desk space to work. As more physicians are using automated technologies to perform routine tasks like submitting claims electronically and using EMRs to record notes, lab results, prescription information, and other patient information, technology will play an even more important role in practice management. It has become standard to have free Wi-Fi available for patients, and monitors, touch screens, tablets, and charging stations throughout the office.

Your office says a lot about who you are as a physician. Make sure it is sending the message you want patients to get.

Wendy Lewis is President of Wendy Lewis & Co Ltd, Global Aesthetics Consultancy, the author of 11 books, and Founder/Editor-in-Chief of Beautyinthebag.com.