Moment of truth 3 of 13: walking into your practice.

You get one chance to make a great first impression, which registers in our gut, often below the threshold of language.

While it's not too difficult to improve upon the experience most patients have by consulting medical practitioners, you want to be mindful of these opportunities:

Organization – Make sure patients never see clutter. Organize the wires and computer cables. Lose all the post it notes. Order creates an image of certainty and confidence.

Paperwork – If it can't be completed online before their appointment, at least make sure the forms are crisp originals and not faded photocopies.

Sound – Does the music provide a calming influence? Or are you listening to the greatest hits of the 80s? Artfully implemented, the atmosphere you create can set tone and enhance privacy.

Promptness – The most common first visit complaint is not being seen on time.

Bill Esteb has been a chiropractic patient and advocate since 1981. He is the creative director of Patient Media and the co-founder of Perfect Patients. He’s been a regular speaker at chiropractic gatherings since 1985. His 12 books explore the doctor/patient relationship from a patient's point of view. His chiropractic blog, in-office consultations, patient focus groups and consulting calls have helped hundreds of chiropractors around the world. Since 1999 Monday Morning Motivation has been emailed to over 10,000 subscribers each week.