Open House: Archives

Lately I’ve been taking note of companies that really make an effort to create a positive environment and experience for their customers, and sadly, those that don’t. Granted, many factors come together to create a positive experience for a consumer—from finding a convenient parking space to being greeted by a friendly staff person. But why is the actual environment—the aesthetics, the architecture, the signage, the paint color—so often overlooked by marketers and business owners?

Many retailers, restaurants and other service-related companies really hit a homerun in this department. A few of may favorite brand experiences include shopping at the flagship REI store in Seattle or slurging for groceries at Whole Foods. My favorite weekend getaway is a visit to The Inn at Langley. These experiences are memorable, unique, healthy and inviting.

So, it could be argued that grocery stores and retailers and even a few banks, really have come a long way in creating a positive brand experience. But what about the healthcare industry? Why does going to the doctor, dentist or physical therapist have to be such a mediocre experience? Even if you have the best physician in town and you’ve had a great check-up, you may walk out of the doctor’s office feeling sub-par. Was it the drab walls or the beat-up carpet?

Marketers, brand managers and business owners: don’t think your job stops at producing the latest brochure or advertisement. Don’t overlook the value of a fresh coat of paint on the walls. Many healthcare organizations have started investing more in marketing efforts, but why stop at a great ad campaign when you can also create an experience that your patients (and staff) may actually enjoy? The power of a great brand experience may be equivalent to the power of word-of-mouth advertising. Or, perhaps they’re one in the same.