Lab Coats: Marketing's Dress For Success...

I'm just about over my double ear infection.

After being irritable and sleepless for several days, I decided to have pity on my family. I stopped at a local quick care clinic. The process was faster and cheaper than a doctor's visit.

And the Nurse Practitioner wore a white lab coat, so I felt well cared for.

Last year the AMA considered a proposal recommending that physicians no long wear lab coats. However, I think it might affect doctor trust.

An old study says that patients trust doctors in lab coats more than doctors without them -- especially doctors in white lab coats with stethoscopes. It's what they expect.

Trust isn't always based on skill or quality. Often it's based on perception. What's your white lab coat?

Takeaway: What do your customers expect of your salesforce? Your product? Your packaging? Are you building trust or not?