What about the experience?
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.
comment// Geoffrey Smith
date// August 5th, 2008
I’ve been going to Dr. Zimmer for about 5 years now for dental work and he really nails the customer experience on all levels. But for me personally, it’s the space itself that really makes going to the dentist a (mostly) positive experience. You can tell right off that Dr. Zimmer has an eye for design: great colors, real artwork on the walls, magazines worth reading, swanky furniture, etc. His newly designed dental hygiene room is pretty great too: wrap-around windows with great views, marble floors, high ceilings—like something out of a near-future science fiction movie. Check out the website to get a feel for his aesthetic.
Another modern, well-thought medical space is The Seattle Arthritis Clinic. I was on the team that designed the Web site so I’m partially biased, but they did really did a nice job with both the architecture and the interior spaces. See the space here.