We all know that first impressions are important. And in fact most practices get high marks for appearances and for the warmth with which they greet new patients. After that, though, it's "please have a seat and fill out these forms."

First impressions go well beyond the initial greeting. If you want to stand out as a unique practice you have to take a more active approach in shaping the patient's impressions throughout their entire first visit. That's why I always recommend taking a new patient on a tour that highlights the features of the practice.

Create a "wall of fame" with pictures and bios and success stories featuring doctors, staff, and patients. Don't just wait for a patient to notice it, take them over to it and point out specific stories.

Then take them backstage and show them the technology you use. For instance, if you have CEREC, you have to make sure that patients understand that this is an incredible technology, used in the finest practices and designed to deliver first-rate clinical care.

Make it a point to introduce them to everyone in the practice, and do it with genuine enthusiasm. By the end of the tour, the patient should feel like a guest of honor at a special event.

Make the patient's entire first visit a celebration and a carefully guided process. That way, you take charge of that critical first impression and you set the tone for the relationship right from the start.


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