Look at your waiting room. Do you like it? What does it say about you and your practice? Is this the message you want your patients to hear?
Couple years ago I read "Platform. Get Noticed in a Noisy World" by Michael Hyatt. It's more about blogging and online business but many points are relevant to physical businesses. Its main point is that because of information overload you really need to be different in a positive sense to get attention you need. We've all heard about wow effect. Michael gives some good advice how to craft it. You can read his full article here. Basically, if you want to transform one of your services into "wow", think what is "below average," "average", and "above average" in that category. He gave an example of a corporate waiting room experience. One of his "above average" was displaying company's history keepsakes with little cards explaining the significance of each.
This example got me thinking about our waiting room. While I generally liked it, it didn't have much of our personal presence as new owners. We've made small but meaningful changes. Moved CEREC to the hall. Added Ukrainian-theme decorations (we are Ukrainians by origin). Put fish tank (it's the doctor's hobby). Regularly update screen savers in operatories with the pictures from recent travels. "So what?" - you can legitimately ask. Well, all these details make great conversation starters. Almost every patient makes a comment about one of them. As a result, it sets the friendlier tone for the appointment.
In a small office, the doctor's personality really can build and reinforce the brand. No doubt, your clinical skills, friendliness, and ethics are the main drivers. But, honestly, how many patients can truly say "her crown is the best in town"? Again, look at your waiting room. What can you add to your office decor that's reflective of your uniqueness and can be an easy conversation starter?