Image Management for Today’s Healthcare Providers-
Part 1 of 3 – Why Image Management?
Much has been said, written, or reported regarding how important a professional image is to today’s healthcare providers. Why you ask? Image management impacts healthcare providers in a variety of ways. Image-conscious MDs are looking to address concerns ranging from; increased competition for patients, employee retention and morale, cost savings, and patient satisfaction. And while image may not be everything (A. Agassi notwithstanding) it seems clear that image management is important.
Look your best today, and you will have more patients tomorrow
Admittedly an exaggeration, however the reality of the situation is patients have options. They will seek care where they feel most comfortable and will refer new patients if they are treated well. A professional image will go a long way in creating an environment that will improve patient satisfaction and help to attract and retain patients.
Many providers believe that patients respond better to care when they are in a comfortable, professional environment. Others argue that a professional environment can have a calming effect on patients who are awaiting a procedure. Rationale aside, providers are experiencing a variety of benefits resulting from their increased focus on image management.
You never get a second chance make a first impression
Forgive the cliché but in the healthcare business, the expression is apropos. Patients prefer to see staff attired in coordinated medical wear and doctors in fresh, pressed lab coats. Personalized medical wear, including garments with the practice’s logo and practitioner’s name add professionalism to the organization and create satisfied patients.
On the subject of patient comfort, image-conscious healthcare providers should stay away from using disposable paper gowns. There are professionally launderable cloth gown options that are more cost effective than disposables and provide an infinitely higher level of patient comfort and modesty.
An employee benefit that is a win-win-win
As discussed earlier, a uniformly attired staff goes a long way in improving a healthcare provider’s professional image and as a result creates patient satisfaction. The third “win” that image conscious providers are experiencing is related to employee retention and morale.
Too often, providers are placing apparel decisions in the hands of staff, resulting in severe inconsistencies in appearance and image. An outsourced staff apparel program will support image management efforts by consistently and correctly utilizing the practice’s logo and insuring apparel color coordination.
Additionally, staff morale can be improved by removing the burden placed on staffers to purchase and maintain apparel that many feel should be provided by the employer. The added benefit will be appreciated by staffers and will support employee morale and retention efforts.
By taking ownership of the provision and maintenance of staff apparel, today’s healthcare provider can ensure a consistent image for the practice and increase patient satisfaction, while providing a valuable employee benefit.
Summary
Now that we have covered the “why?” regarding image management, it follows that we delve into the “how”. While some providers may assume that image management, like most initiatives, will be complicated and/or expensive, the opposite is true.
The second part of this series will focus on how to cost effectively manage image at the facility and staff level, while the third article will focus on image management from a patient’s perspective.
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