Today, I’m covering one of the most egregious wastes of money I’ve personally EVER witnessed in a business. The biggest heartbreak however isn’t the lost money. It is the fact that this “investment” — in the mind and best intentions of the owner — was MEANT to land more clients, but it will do the exact opposite… unless tweaked quickly. Fortunately, the tweak is an affordable one — and with the right strategy — can turn this “throw away” around.
As is, however, not ONLY will they not land more clients. They’ll lose some that they had. WHY? Because this leadership team did not pause long enough to think about HOW THEIR PATIENTS would view this “innovation.”
Without revealing too much and dishonoring the “offending” business, let me paint a vague picture for you. This is what would be considered a “paramedical” business — and its clientele are very image-conscious.
So, granted… this business is in a relatively new / emerging “industry” and there IS some suspicion and curiosity surrounding it.
To this business owner’s credit, they have realized that they must address the suspicion, doubt and curiosity. So far so good. The problem has been defined and identified. The solution, however, is where it all goes wrong. Enter a local construction crew.
Yes. A construction crew. NOW, the treatment rooms will have windows — through which prospective clients can “peek in” on various procedures being done.
Imagine it. First, from a prospect’s perspective. COOL BEANS. I Love it. You mean, I get to watch that poor woman getting her “treatment?” Sign me up.
BUT, now imagine it from their paying client’s perspective: “You mean, that window is there for WHAT? WHO gets to watch me?”
Listen, there’s a REASON that medical facilities, massage therapy studios and the like have treatment rooms. It’s called — PRIVACY. And, as a patient / client — I want some.
So, have they addressed the suspicion and curiosity? Yes. But not profitably. You see, many prospects would love to watch. However, very FEW would pay to be the ONE watched. Their clients / patients look at time with this business as “their time.” Being “watched” makes it stressful. Will they walk away? Probably not. Will they demand privacy denied to the person THEY watched to assuage their own doubts or curiosity? You can count on it.
Let’s get back to the windows. Did they need them? NO. This new “open door” policy will actually prove to be something the team has to explain away to assuage new, business-created doubts, like this one: “I’M not gonna be watched like THAT woman, RIGHT?” =) Even before THAT, however, I’d imagine they’d have to create an additional obstacle for first time patients by asking if they MIND if they are watched. (The LAST thing you want with first time clients is an ADDITIONAL condition likely to cause them pause!)
Enter the NEW fix to the window problem: Shades. Essentially, this entire expense was all for naught. They installed windows that they will have to 1) explain and 2) cover. They could have followed the lead of other medical practices, like Dr. Carly Swift of Wave of Life Chiropractic. Also in an industry that must deal with suspicion and doubt, she has a volunteer get “adjusted” twice a month — and allows curious prospects to watch AT THIS PRESCRIBED TIME. This voyeuristic approach to marketing is limited. It is not common practice, applied to any and all of her patients. No windows needed. Money saved, money made.
