I went to a new optometrist last week. To my surprise and delight, I was treated like a valued patient, not a commodity, as many doctors’ offices do.

I had an appointment and when I arrived, the young man behind the counter made eye contact and greeted me by name. I can’t be sure, but I think he had a smile under his mask.

I’d already filled out most of the paperwork online and was escorted to the exam room, get this, 2 minutes after I arrived.

The entire staff was friendly and treated me with respect. They made small talk while the machines came to life. They even laughed at my jokes.

And it was the most thorough eye exam and consultation I’ve ever had.

The appointment wasn’t just for a new prescription. I have an issue that needed addressing. The doctor patiently explained everything and answered all of my questions. I was there for nearly 90 minutes.

Before I left, I thanked the young man who greeted me for being so friendly and making me a priority instead of my insurance card. I also told the doctor about the great job he did and thanked her for her own patience and thoroughness.

When I saw an ophthalmologist for the same problem earlier this year, the doctor explained almost nothing, talked mostly to her assistant rather than me, and was done with me in 10 minutes.

Over the years, I’ve written about some of the less-than-stellar experiences I’ve had at doctor’s offices. I complained about having to wait (a big pet peeve of mine) and then being rushed through the exam or procedure.

Their time is valuable, but so is mine.

Now, I’m writing about an office that gets it right. No wonder they have a long list of 5-star reviews. They’ll continue to get my business and my referrals.

What does it take to achieve this?

Perspective.

Seeing your patients (clients) as your top priority. Giving them the time and attention they need and treating them like human beings, not livestock.

Show them you appreciate them, even if your accountant says you can’t afford it.

And remember to laugh at their jokes.

Marketing is easier when you know The Formula