Casual Has Gone Too Far!
If you accept the axiom, "You only get one chance to create a first impression," you'll tune up the look of the staff (and maybe the doctor too) by establishing dress codes in the office.
Plastic surgeons and their staff must recognize that whether they are at the office or representing the practice outside the office, they are in the appearance business. Unfortunately our observation is that "dressing down" has been taken to new professional lows.
What's Out:
- That "just out of bed look" is not OK. Hair that isn't clean; hasn't met a comb recently, stuck in a clamp or roots showing—all unacceptable.
- Inappropriate clothes. Outfits that look great at your Pilates class do not translate to the front desk. Too tight and too much spandex. Bare midriffs and necklines that leave nothing to the imagination are better left to after hours. Could your front office step into the Ritz Carlton or Four Seasons and look like they belong?
- Too much black. It's dark, very "hair salon" and dreary. Lose the black nail polish. See #5.
- Tattoos—hopefully hidden at work.
- Fingers and Toes: Consider manicures mandatory. If you wear open sandals, a pedicure is not optional.
What to do:
That hair: Want a great practice building technique? Send your staff to local salons twice a month. There's lots of chit chat and introductions that get made over the shampoo bowl or manicure table. A small price for great relationship marketing.
If you sell creams and makeup: Smart practices offer staff cosmetics at cost. Hint: Have your aesthetician (or one you refer) come into the practice and do staff makeovers. Even celebrities rely on pros to polish their look. Photograph the results.
Why not wear scrubs? Maybe because they are distinctly unflattering? However, if the doctor wears scrubs for consults, perhaps the staff should too. This is a better solution than inappropriate clothes.
Alternative: If your office is upscale, have staff wear beautiful Anne Fontaine white blouses with appropriate pearl accessories. Three blouses can take a gal through the week. One office we know goes to Ann Taylor and the practice picks a few things each season. Nordstrom's personal shoppers can put together a sharp look within a budget.
Remember, there are dozens of "moments of truth" a prospective patient considers when visiting your practice. Your appearance and that of your staff is part of the practice's branding. Don't underestimate the importance of a polished image.
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