In 2002, Novartis Animal Health held the Practice Waiting Room Makeover competition. The objective was to show how the science of point of sales marketing could be used to maximise opportunities in the waiting room. Novartis hoped that the lessons learned during the makeover would benefit the whole profession.

The winner was Woodlands Veterinary Practice in Cheltenham. Theirs was a fairly typical set-up, with a haphazard approach to product display, a slightly tired look, and the inevitable food display.

Entrance to the practice was via the door to the right of the reception desk in the 'Looking Right' picture above. The two brown doors in the same picture lead to the consulting rooms. At the end of the room in the 'Looking Left' picture, you can see the entrance to the lab, and an unused (locked), second door to the street on the left.

The following main problems were identified:

• Haphazard product display: products displayed on free-standing shelf units, none of them priced. None of the products were highlighted in any way. A few bottles of this here, and a few tubes of that there.
   
• The area by reception frequently became congested, as people exited the consulting rooms and walked straight into the arms of clients settling the bill.
   
• Although the waiting room was tidy and clean, it felt quite cold and uninviting. Not helped by old fluorescent lighting, tired ceiling panels, and a drab carpet.
   
• White walls gave the practice a cold, uninviting atmosphere.
   
• Information about veterinary services was restricted to one noticeboard, next to the food stand.

£15,000 was spent on transforming the practice, and whilst it may well be that you don't have that sort of budget at your fingertips, many of the lessons learned during the Practice Makeover Competition can be carried out on a much lower budget. Just 'moving things around' can make a huge difference.