THE OFFICE
THE OFFICE
When a new patient arrives at your office for a cosmetic consult, they should feel welcomed. This is akin to the difference between a maître d’ who makes you catch his attention versus the one who catches yours. Similarly, the area for patient check-in at the office should be clearly marked and situated so the patient sees the receptionist’s smiling face on initial entry. If the receptionist is not yet ready to take care of a patient, or if there will be a delay before seeing the physician, a smile, apology and the offer of a beverage or snack while waiting is generally appreciated. If the wait will be significant, staff should be instructed to call patients before they arrive; this conveys to
the patient that the office values their time.
The appearance of the reception area is particularly important when treating cosmetic patients, as it is a reflection of the physician’s aesthetic. At the most basic level, it should be clean and uncluttered with enough personal space for the patient to check in with a sense of privacy. A smooth and organized flow from reception to waiting room or rest room and then examination or procedure room adds to the new patient’s foundation of trust for the office.
Office décor should reflect the physician’s brand, location, and patient base. A beautiful cosmetic office in Arizona may have a southwestern theme with muted tones and stone, one in New Orleans, crystal and glass; and in New York, ultramodern spare white and oak. An office catering primarily to men might choose to include sportsthemed memorabilia. Millennials may prefer a high tech environment. Walking into the office may also give a sense of the physician and can incorporate their hobbies or interests, whether by displaying photos of travel, Hollywood memorabilia, or midcentury furniture.
The color palate is also important. Studies in the fields of design, marketing, and branding have revealed strong connections between color and emotional and even physical reactions, an effect termed chromodynamics. Colors are considered cool or warm based on their respective association with water and sky (blues) or the sun (reds). Red, yellow, and orange are “high-arousal” colors, and may raise blood pressure. Blues, greens, and violets are “low-arousal” colors that tend to calm and relax. Particular colors are associated with psychological characteristics and traits such as red for both war and love, green for nature and healing, and blue with stability and trust.6 Color combinations can trigger responses based on where the reflected light hits the retina. Color fatigue is a pulsating or vibrating effect caused by conflicting signals coming from the optic nerve when seeing adjacent bright complementary colors.6
New patients are often excited and anxious. The choice of color for your office entry, reception, and waiting areas can act in one of three ways: active, passive, or neutral. The stimulatory effect of a red waiting room would not be ideal. Pale yellow used as an accent may be soothing and make the occupant feel happy, but too much has been shown to make people more likely to feel frustrated and lose their temper. Blues may reduce blood pressure, though some pale blues may appear chilly or impersonal.7
Research has shown that the average time spent in any doctor’s waiting room is 21 minutes.8 An uncomfortable space will make the wait seem longer. Chairs or couches should be easy to get in and out of without assistance and there should be surfaces on which to put a beverage. A cosmetic practice may make the patient feel more cared for by having a beverage or snack area. Information about procedures offered and products sold can be accessible but not cluttered. Depending on the patient population and personal preferences of the physician, offices may also provide up to date popular
magazines, interesting coffee table books, computer monitors with educational information, or television monitors.9