Making your office an “experience” can help increase interest in your business, raising new patient numbers and patient retention.  You can strive to make a treatment at your office an “experience” on a variety of different levels – meaning you can put just a little effort into it, or a lot. Keep that in mind as you read these examples; some of these business put a lot of effort(time and money) into creating an “experience” for their customers.
I’m not saying you have to spend lots of money or that you should necessarily mimic these ideas. But let the examples inspire you, and consider creating a level of “experience” in your office that feels comfortable and authentic to you. You can always build it as you go. Here we go!
Last post we talked about the importance of making sure the patient leaves your office with an overall good feeling, so they leave a positive review. So on the most basic level, you want to cultivate a patient experience that is smooth, streamlined, and pleasant. That should be the minimum you’re aiming for: pleasant. But the point of creating an experience is to take it a step further, making it more than just pleasant – how about making it really interesting, fun, relaxing, educational, or entertaining? Providing that little extra something, something memorable that sets your office apart from others in your area?
A huge part of marketing is making yourself unique from your competition in the eyes of your customers. They need to know why they should come see you instead of that other guy down the street. For most acupuncturists, the first thing we think of is our specialization. Maybe you’re different from other people in your area because you treat only infertility or you provide facial rejuvenation acupuncture. This kind of specialization is definitely important, but I’m talking about something different here. This is about offering more than just your specialization and a “nice” experience – give your patients something more comfortable, more interesting, more entertaining.
Let’s dive right into examples to illustrate what I’m getting at. Perhaps interior design is an interest of yours, and you cultivate a particular vibe in your office space. For example, check out this amazing office, Poke Acupuncture, out in California: http://www.PokeAcupuncture.com.
Students are no longer simply asking, “Will I get a good education here?” They’re asking, “Will I also have a great time here?” “What else will I experience besides my education?” So schools are spending a LOT more money to build up this experience to entice students to choose them. There are more brand-name restaurants right on campus, there are expensive activities featured to entice students in and keep them happy, etc.
Let’s use Finger Lakes School of Acupuncture & Oriental Medicine to illustrate this. What does FLSAOM have that creates an experience that sets us apart from other acupuncture schools?
1)     286 acre campus; It’s rare for an acupuncture school to be situated on an actual campus, as opposed to just taking up a floor in an office building
2)Â Â Â Â Â Giant stonework Chinese herb garden; Educational, very beautiful, and great place for Qigong
3)     Onsite cafeteria and Starbucks café
4)     State of the art cadaver lab; Not completely necessary for an acupuncture education (most schools don’t have them), but above and beyond expectations
5)Â Â Â Â Â Onsite fitness center with track, pool, weights, aerobic room, and fitness classes
6)Â Â Â Â Â On-campus housing for students and families
7)     Seriously awesome customer service (I mean, I work there, so…)
So our first-class education is wrapped up in this interesting, nurturing, entertaining environment, so students will pick us because we offer all these extras.
There are many ways to create an experience that is memorable and sets you apart, as we’ve seen in these examples. These businesses are all striving to make themselves interesting, to provide a better, more entertaining or unique experience than just “the basics.”
You can create this same concept in your office, to varying degrees. It gives customers a reason to choose your business over another. This is marketing. Give you patients a reason to choose you over another acupuncturist, above and beyond your specialty, above and beyond the basic fact that you provide a quality treatment; give them an experience.
Tune in next post for a list (who doesn’t love lists!) of ideas of how to create an experience by going above and beyond in your own acupuncture office.
great.