You don’t see reviews about your color palette
Don’t get us wrong — we love going through branding exercises as much as the next person. It’s exciting to develop creative ways to represent our clients through updated logos and colors. A company’s visual identity is essential to establishing an immediate impression on target audiences, and it can capture the essence of a practice, clinic, program or company at a glance.
That said, we have worked with too may organizations that agonize for weeks, even months, over the exact shade of a particular color or a variation of a font. Yet they haven’t paid attention to some of the most basic elements of brand — the relationship with their constituents.
Clients who are laser-focused on the photo on their Web site’s home page could stand to spend some of that time and energy thinking about how to improve the patient experience. Scroll through any physician’s practice Yelp reviews and you’ll see that the vast majority of the negative reviews are about poor experiences — either the front office staff is less-than-responsive (we’re being generous) or the waiting room time was epic — even worse if the waiting room is dreary, dated, uncomfortable or has no free Wi-Fi. In the thousands of reviews we have combed through, not a single one was critical about a logo.
Patients have choices of where they can go, and with few exceptions there are a number of providers who can provide excellent clinical quality and outcomes. Often differentiation is the difference between a good experience and a poor experience. A phone 2014 survey by Cleveland Clinic, based on phone interviews with over 1,000 adults showed that most patients — 85 percent — had experienced at least one aspect about their doctor’s office that aggravated them.
Among the greatest hits:
- Long wait to get an appointment
- Long waits in the office (either in the waiting room or in the exam room)
- Feeling rushed
- Inability to reach their provider between visits
In addition to feeling their provider is caring for them, patients want to know their provider cares about them. No amount of agonizing over Pantone colors will take the place of creating a satisfying patient experience.