A SIGN OF THE TIMES
Once your patient is in the door, it’s easy to discuss the treatment options she needs–custom orthotics, a Richie Brace or pre-molded orthotics. But getting to your office may not be as easy as you think an could be hurting your business. That’s where effective signage improves the patient experience by reducing uncertainty and stress. But did you know it can also be a silent salesperson in your practice to impel new business? Signs provide continuous advertising for your business, and will work for you 24 hours a day, 7 days a week.
Chris Heinly, Owner and CEO of L&H Companies, provides five considerations for signage at your practice based on 26 years of experience in the industry, and the scientific approach to shopping in Paco Underhill’s “Why We Buy” that can be incorporated into all signage and wayfinding systems.
“Paco Underhill, is an environmental psychologist and the author of the book Why We Buy. This book provides fascinating insights into our shopping behavior. For example, did you know that if you were bumped into twice while looking at a clothing rack you will not make a purchase? His retail insights can easily be applied to office space and make an impact almost immediately in sales.”, says Chris Heinly.
Here are a few key points to consider:
- View your signage from the distance that your customer will view it.
Door signage is nearly impossible to read from a parking lot. Make your name large enough to read from the parking lot, or from the elevator, if you are in the office building.
- Orientation area.
Did you know that most people need 6-8 feet within the office to get acclimated to the surroundings? Therefore, if you have a sign just 3 feet from the door that says, “sign in with the receptionist,” they’ll never see it.
- Watch your patient’s eyes.
Many offices put signs to the left, right, or on the counter at the registration and check out areas. But your patient is looking at the wall behind you. Consider a professional poster indicating the additional products and service you offer so that while the patient is answering your questions, they also notice those messages.
- Use waiting time to your advantage.
While artwork is lovely to look at, consider using professional posters to promote your products and services in the waiting room and exam rooms. Start the conversation before you walk into the room with a poster that encourages the patient to share symptoms they may not have considered. It’s a great cross-selling opportunity for orthotics, creams and other treatments.
- Wayfinding signage.
If there’s an opportunity to make a wrong turn, enter the wrong room, or miss the checkout area, it’s time to consider new wayfinding signage. Wayfinding means information signage that guides people through an environment and improves their knowledge of the location. You could hire a company such as L&H Companies, that does both the wayfinding research & programming, as well as, the fabrication of the wayfinding signs. Professional wayfinding signage that is properly placed can improve the patient’s overall experience and will project a much more professional image of your office than a sign taped to the wall.
If you’re interested in learning more about the science of signage or how to improve your current signage, please contact Chris Heinly at L&H Companies for a free consultation and copy of Paco Underhill’s Why We Buy.