Time Marketing - The Patient's Revenge

Marketing is the method of creating a perspective for people. Typically, this is done in a way so you can sell them something. Whenever you are trying to create a mindset, you are marketing. Sometimes we market without even knowing we are doing it. Sometimes, it isn't how we expected the outcome to turn out.

Case in point: I went to the doctor's office and he was running behind. For many of us, we already know it is going to be a 15 to 20 minute wait to see the doctor, because he or she is ALWAYS running behind. This changes the way we feel about the doctor. Maybe it is subconscious, but you know, deep inside, that his marketing message is loud and clear. It says, "My time is more valuable than your time."

I don't have a problem with a 15 to 20 minute wait. Maybe someone has an emergency. OK, that is fair. I will wait the time.

A few months ago, I waited for 50 minutes. The nurse apologized and said this was "uncharacteristic" and that an unforeseen circumstance had arisen. I was OK with that. Who am I to get in between a patient that may be dying and a check up?

After my appointment, he asked me for a follow-up the next month. When I came in, I found myself waiting a half hour.

Then 45 minutes…

After an hour, I went up to the nurse's desk and said, "I'd like to fire my doctor. Is there another doctor you would recommend?"

She looked at me like I was crazy!

"What do you mean?", she stammered.

"I've been waiting an hour to see him. That is too long. It is inconsiderate and my time is more valuable than to spend my afternoon in a waiting room."

"Well, I am sorry, sir, this is uncharacteristic of the doctor. An unforeseen circumstance arose this…"

"It must have been the same one he had last month when you told me the exact same thing.", I interjected. "To quote Donald Trump, 'He's fired.' Now, do you recommend someone else with the courtesy to not keep their patients waiting?"

Being late sends the message that you don't care. It is the exact opposite of what Domino's did with their "30-minutes or less" ad campaign. Being late is a message you don't want to market. They may have a medical degree, but you and your insurance are paying their student loan.

Oh, and I am very happy with my new doctor who doesn't keep me waiting.