I’m keeping a close eye on what’s happening with Round 2 of COVID restrictions.
Separating fact from fiction is hard. Are cases really spiking? Are re-tested people being double-counted as new cases? Are “probable” cases being counted? Is this armageddon? Is this a farce?
We could spend all day looking into this stuff. But then we wouldn’t get any work done, would we?
Bottom line is, I can’t control it. So I choose to focus on the things I can control.
One of those being:
How can we do our best to make sure patients are comfortable coming into your office?
We’ve worked with our clients to create content around explaining the safety protocols that are in place in their offices:
- Wearing masks/gloves
- Stringent cleaning methods
- Temperature checks for team members and patients
- Remote check-in from the parking lot
This is important information to convey, but these types of content have a natural “sterile” feel to them. And that’s good, they need to.
But sterility on its own feels cold and robotic. For example, think about the masks and how they keep people from seeing your smiling face.
Are masks necessary? Sure. But they do limit the personal connection you are able to make with your patients and prospects. There’s just no way around that.
So that sterile feeling needs complimentary content to balance it out.
And no, I’m not saying you have to make a silly, dancing Tik Tok video. (Not that those are bad, and if you want to do that, feel free).
The balance needs to be personality, passion and optimism.
I had a conversation with a client about this earlier this week. We were talking about the best ways to make patients comfortable and welcome in the office.
My recommendation was to make a short, energetic, welcoming video from the doctor. This should be sent to patients before their appointments, and also posted publicly on social and your website.
In fact, I made a sample video, which you can find linked below.
(When you click the link, it will take you to a post. Scroll down the post to watch the video).
Now, this video isn’t perfect, and it shouldn’t be. That’s part of its appeal.
I encourage you to take 2 minutes to watch it, and note a few things:
1. I start with a mask and take it off for a reason – this gives a “behind the scenes” feel, and you can see my smiling face.
2. I reiterate the cautions we’re taking in the office – just another reminder to help patients understand and help them be compliant.
3. I try to be warm, welcoming and positive. Just because we’re taking these precautions doesn’t mean we need to be solemn and cold. We can have fun and be happy at the same time we’re being safe.
4. I include a comment about different people having different feelings about the Pandemic. Some of your patients think this could be the end of civilization. Some of them think it’s the biggest hoax ever perpetrated on mankind. Regardless of where someone falls, you want to create a sense of unity and work-together-ness as best you can.
This doesn’t have to be a fancy video. In fact, I argue that it shouldn’t be. It should feel a little bit raw.
Bonus: The less “polished” it is, the easier it is to shoot.
Sharing this kind of content reminds people of your humanity and your excitement to serve them.
And in our current world soaked in sterility, suspicion and despair, this type of content is a welcome contrast.
Take a look, and then make your own.
– Troy “Forever Optimistic” Cole
PS – I reiterate that this video is not – and should not be – perfect. If you’re aiming for perfect, it won’t get done. Aim for real. Just be your awesome self.
Be the person who loves your patients and wants to give them a sense of peace and hope. Because that’s why you’re in this line of work in the first place, right?