Sign Of The Times, Or Time To Sign?

Many of my presentations are met with tremendous enthusiasm for the concept of a retail initiative within the particular campus/system that I am visiting. They can see the benefits of offering their staff, visitors and patients a much desired, and in some cases a much needed, service. They see the extremely lucrative potential to generate tens of thousands of dollars in profitability to the benefit of the operational "bottom line" or "gifting" to the hospital. With that being the case, what causes such extensive delays in at least signing up for one coffee station. is it the cost? I have a hard time thinking that the initial cost is the problem as we have proven with our benchmarks that the ROI on the initial study would be almost immediate (less than a year), in healthcare terms. But just to be sure we did not have any such hurdle to navigate, we designed the program to be a virtual "no capital required" program to the first 10 coffee stations.

Now I have to ask, "Is this a sign of the times?" A time that causes us to freeze at the idea that something could actually still generate a positive income? A time where any remote risk is so amplified that it creates a "constipation" of decision making? A time when, even provided the tool of success for free, there is so much budgetary tension that any appearance of an investment will cause outcries similar to that of an AIG bonus pay out?

While I understand the need for caution and protocols when inviting such venues into our healthcare world, why is it so easy for some systems to throw the keys to a third party retailer and say "here, you take this ball and run with it and we will watch you take the money to the bank"? I see this occur almost every week and it drives me insane.

Since a recent article ran in the Detroit Free Press regarding the retail concepts in healthcare, I have received no less than 20 calls and emails from people that are clamouring to be part of the program. These are companies that see the potential and want to invest in it.

The hospital community can benefit greatly with the appropriate guidance. It MUST BE appropriate and purposeful to the mission at hand. I cannot emphasize enough the importance of remembering who we serve and where we serve them. This is not a mall, Sam's Club or Home Depot. This is a hospital that serves a community in a manner that should be respectful of what those that come through the front doors are dealing with on a daily basis. This includes the physicians, nurses, environmental services, administration and volunteers. We want our front line people to experience just as much of a positive experience as those that you treat or nurture within the beds of the facility.

I believe that there is a real need that the hospital community is realizing more and more in these difficult/different times. It is a need to make the hospital experience more comforting and
appealing for the staff and visitor communities. This is so evident in almost every design element being implemented throughout the country. The first impression areas of atrium's, lobbies and vestibules are critical spaces to create that immediate comfort and "AAAAAAHHH" appeal. My dentist even knows this. I hated going to my dentist, until he put in a huge plasma TV, big comfortable recliners, field stone and wood finishes and a big area rug. This could almost describe someones living room........which is the idea. I am so de-stressed when I go in that I almost forget where I am (almost!). This is more of "the Sign Of The Times".

Our business plan provides for a net operating income of $500,000.00 annually for every 5 coffee stations MINIMUM. Can you imagine what a well designed, size appropriate and managed retail program could generate? I think it is "Time To Sign!", but that is just my 25 years of retail marketing experience talking.

I just remembered, I have a dentist appointment today. AWESOME!