“What’s the difference between a Dentist and a Sadist? A Sadist has newer magazines.” –Jerry Seinfeld
The quality of entertainment in waiting rooms and medical lobbies in the past has been suspect at best. Old magazines, Reader’s Digest, and medical pamphlets strewn across a couple of end tables in a white room with fluorescent lights were the norm and an easy target for jokes. However, there was little correlation that could be drawn between the potential quality of care and some old magazines, so this was easy to overlook and make the subject of a joke or two. However, in today’s world of technology intensive medicine, using subpar technology in these spaces is no joking matter.
We’ve always heard that you never get a second chance to make a first impression. The patient experience starts when a new patient makes an appointment, and usually the next impression is formed in your facility’s lobby. You may be thinking that the quality of the doctor can easily overcome any impression the new patient may get from their lobby experience.
But is that completely true?
Granted, no amount of effort spent in lobby design can overcome the anchor of an inept physician. However, in today’s world of healthcare, where medicine and it’s doctors depend on an assortment of high tech equipment to properly diagnose and treat their patients, can a low tech lobby send the wrong impression about the provider’s investments in technology?
Here are some tips for using technology in your lobby in a way that will assure your patients have a lasting first impression that is in line with your commitment to modern medicine and exceptional patient outcomes.
- Keep it neat. This may seem like the most ridiculous tip to start with, but experience in visiting medical lobbies around the country will tell you it is very often overlooked. People pay attention to lobbies. There are even Pinterest pages dedicated to them for goodness sake. One of the worst things to do is to invest in technology, and then have it installed crooked with cables hanging down and the satellite box and or media player sitting precariously unsecured on top of the sagging mounting hardware. It may leave your patient thinking that attention to detail is low here or “I hope they don’t leave stuff hanging out of me after surgery.” If you are investing in technology, invest in the proper installation by a professional to go with it. It makes a huge difference.
- Set the tone. The lobby design game has officially been “upped”. There is more to using technology in these spaces than hanging a couple TVs playing Judge Judy. Lobby design today considers everything form calming patients’ fears to creating privacy areas to supporting their mental and spiritual needs. Invest in things like quality audio, sound masking technology, customized lighting, and unique content on your screens that help set this tone.
- Get engaged. The best way to create a memorable experience is to get the patient involved. There may be a high level of anxiety or curiosity about your practice and/or the upcoming experience. Use technology in a way that helps satisfy this curiosity and allay any concerns. An interactive facility map that highlights research areas or high tech laboratories, digital collages of patient testimonials and positive outcomes, or even a video introduction to your doctors and their education and specialties are all great places to start.
- Think outside the rectangle. If you invest in technology in the ways suggested above, you need to make sure that patients are drawn to it. Everyone has a 4” HD screen in their pocket, so a plain TV on the wall may not garner much attention. Think of using arrays of screens to make larger canvases or even unique shapes and aspect ratios that beckon patients and reinforces the unique nature of your practice instead of leaving patients “to their own devices”.
- Make it personal and portable. Remember that 4” HD screen in everyone’s pocket? Use it to your advantage. Create unique ties from your lobby technology experience to those devices to make data portable and easily accessible for future reference.
Remember that technology today is all around us, and our experiences with it are getting increasingly more elegant. The technology in the lobby area should mirror the commitment to technology in other areas of the facility and practice. Just as much thought should be put into the technology in these spaces as was put into the decision to buy a euro-inspired espresso machine for the lobby instead of that truck-stop coffee pot. First impressions still matter. Make yours positive and lasting.
Avidex AV is revolutionizing the way healthcare facilities and doctors are delivering care. Their 20 years of experience is being leveraged to drive down the cost of care while promoting positive healthcare outcomes. Is your organization looking for a new kind of technology partner? Connect with one of our Account Executives today to learn more.
About Bob Higginbotham
Bob Higginbotham, CTS-I, CTS-D, is the Avidex National Manager of Healthcare AV. Bob has spent his 30 year career in leadership positions in the AV industry including extensive design and build work in healthcare facilities. He owned and operated a successful AV business in Texas with multiple offices in several cities where he managed a staff of over 100 employees. Bob has served as a technical consultant for a major AV manufacturer, led the technical sales team for a national video conferencing provider and provided technology auditing services for several private education facilities. He has a unique working knowledge of audiovisual technology as well as multiple certifications in audio engineering, acoustics, AV design, CQT system commissioning and video transmission systems. Bob holds a BA in communications and has recently served as board chair for a large private school. He brings his years of technical knowledge and leadership experience to Avidex where he leads the national healthcare AV team. Contact Bob at firstname.lastname@example.org