Transforming the “waiting game” into “relationship goals” at healthcare facilities

A gold mine of opportunities in the waiting room

The entrance to any building sets the tone. What’s the difference between a welcome mat and a “no solicitors” or “beware of dog” sign? One invites people to come in and relax, and the other lets visitors know that, most likely, they aren’t welcome. What comes to mind when you think of a healthcare facility? Is it cold, sterile, and white? If so, what tone is that setting for the appointment? 

Patients can be rife with anxiety, stress, and boredom—but waiting rooms don’t have to be. They are a chance for healthcare facilities to stand out, show they care about their patients, boost loyalty, and elevate the patient experience. Let’s explore three ways marketing and environmental design can transform the waiting room from boredom and anxiety to inviting and informational. 

Craft an area of comfort

With the advent of and emphasis on value-based care, patients are looking for an elevated experience from their healthcare providers, and a warm, inviting waiting room is an easy way to boost the patient experience. 

Instead of a typical waiting room, level up by introducing warm lighting, calming music, and comforts like WiFi and refreshments to create a more welcoming atmosphere. And because healthcare facilities carry a certain amount of anxiety already, make sure you have clear wayfinding signage and directions so patients know where they are going—because the last thing an already-stressed patient wants to do is guess whether or not they are in the right location. 

Create an educational experience

Instead of tired and old magazines, refresh your materials to be tailored to your customers and their needs. Take surveys, ask patients during checkout, or send post-visit emails to see what would be helpful for them to know before and after their appointments and adjust accordingly. 

Based on the information you gather, host seminars, webinars, or Q&As with healthcare professionals on pertinent topics and common questions. This can further humanize providers and help patients feel comfortable and valued when they come for care. 

You might also consider displaying digital screens with patient success stories and facility information so you’re using multiple channels to share the most helpful information. Testimonials, information on payment options, and clear expectations go a long way in helping patients feel confident and comfortable.

Show your support—at every step of the journey

Above all, what will set a practice and its staff apart is the ability to empathize with its patients, listen to their feedback, and implement useful upgrades. You might be hesitant at first to ask for feedback from patients, but in the long run, what will keep them coming back to you for treatments—aside from the great care you provide—is the enhanced experience they have when they walk through your doors. And the more they see that you listen and implement what they have expressed, the better the chance they will refer more people to your practice and keep coming back themselves.

Here’s to leveling up and standing out

The healthcare market is becoming more and more retail-like, and patients are shopping around to find the provider who is right for them. Like all competitive industries, the difference between struggling and succeeding is standing out from the crowd. Creating a warm environment, listening to patients, and implementing helpful resources will help boost the patient experience and set you apart from the rest.

Learn how Lunne can breathe some life into your waiting room with refreshed marketing and elevated environmental design.