Doctor, Tear Down Your Glass Window — Now!

By Stewart Gandolf
Chief Executive Officer

Person holding a fire extinguisher tool used to break glass windowOur friend and colleague Rob Klein—a consumer authority for hospitals and doctors—told us this story from a research focus group. Many people in the group agreed that the glass window at the front desk made patients feel unwelcome.

A glass window seems to be standard issue for every doctor’s office on the planet. But it turns out that the window is one of the most hated features about a medical office visit. It’s a reflection (no pun intended) of how patients feel they’re being treated. And it’s not good.

Rob shared that, through the window, “people could see a staff member working on a computer with their head down.” One focus group member observed, “the staff was clearly trying to avoid making eye contact with me. And early in the visit, this was annoying and frustrating to people.”

“Don’t bang on the glass.”

“In another focus group,” Rob said, “one participant said that at his doctor’s office they have a piece of paper taped to the window that says ‘don’t bang on the glass.’  So to make a point with the office staff, this patient deliberately banged on the glass.

“It turns out that it only made the staff member mad. Evidently, they didn’t get it.”  A glass window is a barrier that makes people uncomfortable.

“It’s unwelcome in a doctor’s office. Experiencing the office (including the glass window) is part of the patient journey and it could make or break the overall experience.” The bottom line to this story is that it’s a missed opportunity to make a good first impression.

Does your office make people feel welcome?

Issues of patient privacy and office security are valid concerns. But can your reception area be reconfigured to eliminate the barrier window? Can a welcome desk or open island be situated in the open among the reception chairs? Are there other barriers that can be removed or replaced?

If it were a blank page, how would you create a warm, welcoming, supportive first impression? What would it take to re-invent the space to be clean, memorable…and perhaps reduce patient stress and anxiety? What can be included that makes the space and the experience completely unique—above and beyond the competition?

I know about one practice that stations a “service ambassador” in the reception area…no window, no walls. Their duty is to personally greet everyone who comes into the office, assist with forms or questions, and to make them feel comfortable and welcome.

Stewart Gandolf
Chief Executive Officer at Healthcare Success
Stewart Gandolf, MBA, is Chief Executive Officer of Healthcare Success, one of the nation's leading healthcare and digital marketing agencies. Over the past 20 years, Stewart has marketed and consulted for over 1,000 healthcare clients, ranging from practices and hospitals to multi-billion dollar corporations. A frequent speaker, Stewart has shared his expertise at over 200 venues nationwide. As an author and expert resource, Stewart has also written for many leading industry publications, including the 21,000 subscriber Healthcare Success Insight blog. Stewart also co-authored, "Cash-Pay Healthcare: Start, Grow & Perfect Your Cash-Pay Healthcare Business." Stewart began his career with leading advertising agencies, including J. Walter Thompson, where he marketed Fortune 500 clients such as Wells Fargo and Bally's Total Fitness.



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