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“A man and a woman walk into an optometrist’s office … what do they see?” No, not HOW do they see – they probably need their eyes examined and their glasses updated, but WHAT do they see? Let’s start at the micro level, and work to the macro.

Frame and contact lens companies – even lens companies – do a great job of producing eye-catching displays, Point-of-Purchase (POP) pieces, giant posters, table-toppers and display add-ons. You have a fantastic staff that gets excited about new product, and wants to feature it front and center. You have office policies or information you wish to present to patients to help them in this process. There are also plants to soften the hard edges, and make your place look friendly and welcoming.

None of these items are in and of themselves necessarily bad. The problem is that it is VERY easy to put all the items mentioned above on display – but it is often almost impossible to remove them. They become a part of your visual memory, so that even though they may register slightly in your consciousness, you don’t really SEE them – and the clutter they probably actually represent.

Do you know a “neatnik”? Ask them to do a walk-around of your practice – yes, even your exams rooms – and make a list of the things that appear to them to be just clutter. Watch an episode of “Hoarders”. Then (maybe after hours?) go on a search and remove mission, eliminating up to 90% of what has accumulated. Stand back and be amazed at how much more presentable your office has become!

OK, now to the macro view – the “big picture”. How long has it been since you’ve updated your displays? Your order and dispensing areas? Paint and flooring? Reception and seating area? Equipment? If it has been over seven years, this could be the best time ever for you to invest in your practice. Appearances matter! Patients make a quick judgment on how good of a doctor you are when they walk in your front door. How? Whether true or not, their subconscious perception says that a good doctor will be a successful doctor, and a successful doctor will have the capital to keep their practice up-to-date and looking nice.

Why is this the best time? Because everyone else is being timid, and looking backwards instead of forward. Hopefully you have a vision of where you want to go, and what your practice will look like. Put at least a part of that plan into play now, and it will pay off. Are you good but not THAT successful? New carpet and paint, plus shifting things around a bit will still give the feeling of newness and energy. YOU can create the reality you wish your patients to perceive!

Further resources: http://www.billgregoryoptician.com/
Facebook: Bill Gregory Optician
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