The first contact your patients have with your office is probably the telephone. To the potential patient —who may think all those floaters are a harbinger of blindness— getting sent to voicemail or navigating phone trees prevents human-to-human contact. (Which is ironic, considering most of the early adopters of Alexander Graham’s telephone were businesses wanting to make contact with patients and clients easier).
Healthcare can learn much from this food giant. Meyer told “60 Minutes” that Shake Shack puts human contact back into fast food. Meyer stressed this essential belief was one of two keys to Shake Shack’s success. As eyecare practitioners, you don’t have to be reminded first and foremost patients come to you because of your standard of excellence.
That’s good news for the patient and your business plan. It just leaves you and your team with one practice-building strategy to work on: Enlightened Hospitality. Meyer considers it a cornerstone for customers, employees and the financial health of the practice.
In a Forbes podcast, Meyer summed up Enlightened Hospitality when he quoted a plaque in the office of his company’s CEO Randy Garutti: “The bigger we get the smaller we need to act.”
His burger cart made it big in The Big Apple, a city that Frank Sinatra correctly crooned, “If you can make it here, you can make it anywhere.” Your practice probably isn’t in New York, but don’t you think your patients deserve your team’s very best? Look for ways to add that human touch and you will build a brand that will take your practice to the pinnacle of success.
1. Spiegelman P. Are You a 'Small Giant'? Inc.com. https://www.inc.com/paul-spiegelman/leadership-are-you-a-small-giant.html. Accessed February 5, 2018.