BUSINESS

  PERSONNEL POINTERS

DOS AND DON’TS OF DRESS

TO MAKE THE RIGHT FIRST IMPRESSION, FOREGO THE “HELLO KITTY” SCRUBS

I RECENTLY learned that a first impression is formed much quicker than I would have thought. Specifically, a Princeton University study revealed that it takes our brains 1/10 of a second to form an impression of a stranger. Reading this led me to consider the influence of clothing on first impressions in our practices.

Optometry has a rather unique challenge vs. other professions when it comes to clothing, as we house both a clinic and a retail fashion store under one roof. Much discussion and very strong opinions surround this subject. Here is my two cents.

CEASE WEARING SCRUBS

I understand the need for scrubs in a hospital or clinic situation, particularly if there is a great chance of the clothing becoming soiled during procedures. I do, however, whole-heartedly agree with my friend, Mary Schmidt, ABOC and founder of EyeSystems, who says, “I will not buy $800 eyewear from someone in a Hello Kitty scrub top.”

Let’s step out of the eye industry for a moment and imagine that we are standing in front of three representatives who are all selling the same makeup. How would you decide who to buy from? Of course, you would look at their makeup and determine which of the three best represents the way you want to look in your makeup. It is the same with our patients when it comes to selecting frames. Patients purchase frames from doctors and employees who look professional. This has been my experience and the experiences of a majority of optical professionals who I have worked with.

CREATE A DRESS CODE

Opticians sell fashion along with functionality and should dress accordingly. There are a few good options for optician dress. The first is to dress in stylish, business casual clothing; the second is to wear nice, buttoned dress shirts with an embroidered company logo. As for the rest of the team, I am a fan of the embroidered shirt and dark slacks as the company uniform. Whatever you decide, write this comprehensive dress code for employees to reference.

There are a few considerations to be made when determining a dress code:

1. Patient demographics: If the majority of patients are senior citizens, it makes sense to lean more toward a conservative look, such as button-up shirts, business slacks or skirts and simple accessories. But in the case of a young clientele, a trendy and professional look would be appropriate.

2. Employee financial situation: Asking an employee to dress in stylish, business casual clothing may cause a crunch in their budget. Consider a clothing allowance.

3. Employee judgment: Appropriate dress does not mean the same to everyone. Having a defined policy provides guidance while avoiding the embarrassment of telling an employee that he or she needs to change clothes.

A STEP ABOVE

I know scrubs are as comfortable as pajamas, but the truth is that they look like pajamas as well, and this is not the first impression we should make to our patients.

When it comes to what to wear, my mother’s advice has served me well: “Always dress one step above what you think others will wear, as it is better to be over-dressed than underdressed.” OM

REBECCA L. JOHNSON, C.P.O.T., C.O.T., C.O.E., is the founder and president of Eyetrain4you and the executive director of business services for GPN. Email her at Rebecca@GatewayPN.com, or visit tinyurl.com/OMcomment to comment on this article.