Many NPs with their own businesses want to set themselves apart from other providers. One way to do this is to create an image-a projection of your philosophy, style, and identity. You do not need to hire an interior decorator, professional marketer, or spend a lot of money to create the look you want. It is important to understand how your professional images affects your patients' attitudes and then make this work for you.

First Impressions

What impression does your office make on your patients right now? Survey your space, starting in the parking lot. Imagine you are a new patient seeing everything for the first time. If this is difficult, do a walk through with a colleague or friend who has never seen it and ask for a critique. What is your first impression of the building? How easy was it to park and find the door? You may not have control over what the outside looks like, but you should be aware of its visual impact.

Evaluate the visibility of your signs. Are they neat and professional? Is it easy to find the entrance? Once inside, what happens? How is a patient first greeted? Does your staff introduce themselves to every patient? Are patients made to feel welcome or like they are bothering busy staff? Take a lesson from the hospitality industry. When you pull up to a hotel, think about the entrance, the lobby, and how you are greeted when you arrive. You are made to feel like an important guest, not a bother.

Looks Are Important

What does your staff look like? Do you have a dress code? Regardless of your philosophy about dress codes, a patient's impression about the office can be influenced by the way you and your staff are dressed. If you are weairng jeans and sandals, you may not be considered as competent as someone dressed in business attire. Make sure your staff is clear on what constitutes acceptable attire and include these guidelines in a dress code policy.

What does your reception room look like? Consider the effect of furniture layout, color, and lighting in creating your mood. I have single chairs configured in a cozy fashion as opposed to lined up against a wall. Three of the walls are painted and one is wallpapered with a textured print. The colors are cool and muted. A radio playing soft music and coffee table books, cookbooks, and current magazines compliment the literature on health issues and local resources. There is a tissue holder, a wicker wastebasket, and a candy dish with cough drops in the winter. The colors are carefully chosen to create a calm, clean, and uncluttered ambiance. Overhead lights are softened by floor lamps. We have a children's shelf with books, stickers, crayons, and coloring books. There is no television.

Another important room is the office bathroom. Look at it critically. Would you use it? What color is it? Is it industrial-looking or do you feel like you are in someone's guest bathroom? Color and pattern can dramatically change the look of any bathroom. Do you have all the supplies someone might need such as extra diapers, tampons, and pads? How clean is it kept?

Do you have any artwork in your office? Is it coordinated, updated, and creating the mood you want? Although I love Edvard Munch's The Scream, I wouldn't put it in my reception room. You can purchase inexpensive poster prints of all kinds of art and photography. You can also contact your local art association and sponsor a rotating art exhibit in your office. It will not cost you anything and it supports your community.

This mood that you are creating gives your patients all kinds of clues about you and your practice and ultimately works to set you apart from your colleagues.