The Two-by-Four Rule

 
by John V. Guiliana, DPM, MS
Hackettstown, New Jersey

By now, with practice, you are well on your way to becoming a credible and trustworthy practitioner…a “caregiver”…who will enjoy all that podiatry has to offer. Our great profession is chock full of rewards in the form of money, lifestyle, and most importantly the fulfillment of helping others. If you have missed any of the installments in this series, you can find them all in the Residency Insight section of the PRESENT Courseware website.

All it takes to be successful is commitment and passion. The choice is truly yours. But in order to be successful, you first must look successful. That’s where our next Rule comes in…The Two-by-Four Rule.

Almost everyone is familiar with the proverb that states “you never get a second chance to make a good first impression”. But not too many people have ever heard of the Two-by-Four Rule. This rule is based upon the scientific fact that the psychological impression a person makes within the first two seconds of an encounter, takes another four minutes to change. Hence, a bad first impression lasts a very long time!

The first impression that you make upon a patient has a critical effect on that patient’s trust in you. Unfortunately, first impressions are rarely derived from your credentials or training. They are interpreted first by your appearance. Many studies have indicated that patients respond more favorably to physicians who “look the part”. These same studies indicate that a neat and professional appearance is mandatory for patient trust and credibility.

Over the past century, our society has been undergoing a “dress code transformation”. In the early and mid 1900’s men and women would wear suits and dresses respectively just to enjoy dinner at home! Don’t believe me? Just watch an episode of Leave it to Beaver! Today, we enjoy the casual and comfortable feeling that a sweat suit brings. How times have changed!

Despite this evolution, it’s a costly mistake for a professional to assume that it’s acceptable for their personal life habits to extend into his or her professional life. Most patients simply won’t accept that.

The importance of personal hygiene is obvious. Neat hair and trimmed and manicured fingernails are essential for both men and women. Facial hair on men is fine, as long as it’s kept neat. Make up should not be exaggerated. Jewelry should be limited and practical. And don’t ignore your shoes! They should be clean and without excessive wear. Set a good example!

Research has also proven that patients have a more positive view of their healthcare providers when they not only appear neat, but are dressed in a white coat or some type of uniform (such as neat and clean scrubs with an embroidered practice logo).

Here is a Two by Four Cheat Sheet:

Women

• Solid color, conservative suit with white coat / professional scrubs as alternative

• Coordinated blouse

• Moderate shoes

• Limited jewelry

• Neat, professional hairstyle

• Tan or light hosiery

• Sparse make-up & perfume

• Manicured nails

Men

• Solid color, conservative suit with white coat / professional scrubs as alternative

• White long sleeve shirt

• Conservative tie

• Dark socks, professional shoes

• Very limited jewelry

• Neat, professional hairstyle

• Go easy on the aftershave

• Neatly trimmed nails
   

Based on the Two by Four Rule, this type of appearance will go a long way in adding yet other building block to your bridge to trust and credibility.

Next up….The Rule of Objectiveness.

 

Dr. Guiliana is a nationally recognized speaker and author on topics pertaining to medical practice management. He holds a Master’s in Health Care Management and is a Fellow and Trustee of the American Academy of Podiatric Practice Management. He practices in Hackettstown, New Jersey and can be reached at John@soshms.com