The emphasis should instead be placed on the client. What kind of space would the client like? That is the important question. It is she who holds the key to our success. Hospitals should be designed with women in mind. Women's brains perceive a finer level of detail than men's brains and women have a longer list of wants than men. One way to grab them is to excel at the nuance of design.
This can begin by admitting that you, as a doctor or technician, do not excel at the nuance of design. Let a good architect and interior designer show you the way.
In all senses except sight, women have greater sensitivity than men. Your hospital environment has a big impact on them. If it's a little dirty, if it's a little disorganized, it it doesn't smell quite right, women are going to be dismayed. A great way to attract women who are your prime marketing target is to appeal to their senses and satisfy their wants (a place to park the kids, a clean walkway where they can walk the dog in their high heels before entering the hospital, a hook to tie the leash while they write a check, a computer for checking their email while they wait, etc.)
Even though we are not in a position to do a total remodel of our facility, we have added client (women and children) centered amenities. We bake chocolate chip cookies twice per day. We offer premium coffee, fruit juice and soda. We have created a children's play area with toys and a flat screen HDTV with access to children's programming. We play classical music in the reception area. Our artwork consists of framed copies of masterpieces and is lit with art lights. No drug posters or pictures of intestines are on the walls. The walls are painted according to an interior decorator's suggestion to please women. We have removed clutter from the client areas. We have dried floral arrangements. We plan to add an internet station and an aquarium soon.
ReplyDeleteWe also have an on-line store for the client's convenience.
All of these things have been carefully selected so they should not be offensive to men.
We have been doing these things for less than a year. Hopefully, these amenities will help with client retention.