Why Patient Experience Is Everything

By Rana Kennelly (Founder of The Confidence Bar & The Confidence Lab)

Creating a positive patient experience is essential to running a successful aesthetic practice. While every practice has its own personality and way of welcoming patients, there are consistent principles that create an experience people remember, trust, and want to return to.

Earlier in my career, I spent many years working alongside plastic surgeons. One thing I noticed and felt strongly about was how daunting it could be for patients to walk through those big heavy glass doors etched with credentials, whether they were coming in for surgery or simply a facial. I often said this out loud to the team, and the response was usually the same: "But we're friendly. The space is beautiful."

“Feeling comfortable and being told you should feel comfortable are two very different things.”

That experience shaped how I built The Confidence Bar. I wanted it to feel cozy, a little intriguing, and very human. Yes, there are some unusual pieces throughout the space—treasures picked up from my travels that make you pause and feel curious. One of my favorite compliments is when people say they’re surprised when they walk in. It’s not plain. It’s not a traditional baby blue and white medspa or muted browns. It doesn’t feel clinical. It feels comfortable enough that you could sit and chat with your best friend all day.

But the patient experience doesn't start at the front door.

It starts online. How easy is it to find you? Does your website clearly communicate who you are, what you stand for, and what patients can expect? From your messaging, your social presence, and your philosophy, patients are forming opinions before they even book an appointment. If your website is difficult to navigate or unclear, many won’t go any further. If your online booking portal is frustrating, you may have just lost a patient.

Our practice is tucked away on the third floor with minimal signage. The keypad can be confusing, and I often joke that if you find us, you really want to be here. But honestly, we work hard to remove barriers wherever we can—putting our street sign out daily, texting clear entry instructions to first-time patients, and greeting every person by name, by standing up, and by coming around the front desk. Those details matter.

Then come the senses. The moment a patient walks through the door, everything registers, sound, light, scent, tone, and energy. This is where culture matters. A warm, intentional culture rooted in shared values translates directly into how patients feel in your space.

When we onboard new team members, we encourage them to experience the practice through a patient’s eyes. Sit in the waiting area. Walk the hallways. Sit in the treatment chair. Notice what feels awkward, confusing, or impersonal. If you wouldn’t like it as a patient, it’s worth fixing.

Recently, while orienting a new concierge team member, I overheard a practitioner ask a patient, “Have you had this treatment before?”

The patient replied, “Yes—you treated me last year.”

To me, it sounded like a train crash. I cringed.

To the practitioner, it felt like no big deal, just moving on with the treatment. But to the patient, it was a missed moment. Notes weren't reviewed. History wasn't acknowledged. That's the difference between building loyalty and simply delivering a service.

The handoff matters. A beautiful welcome can be undone in seconds if the baton is dropped. Concierge care isn't just a front desk role, it's a mindset every team member needs to be reminded of regularly.

“Concierge care isn’t just a front desk role, it’s a mindset.”

I teach my children how to introduce themselves politely: using their name, asking the other person’s name, and saying thank you. I tell them these simple skills will take them further in life and in their careers than straight A’s ever will.

At The Confidence Bar, we pay attention to the details, but we also know we’re human and need reminding. We regularly review phone conversations and patient feedback. Answering the phone is often the first hello. While we do many things well and others look to us as a gold standard, there is always room for growth.

I recently listened to a call where a patient phoned to say they were running late. You could hear the anxiety in their voice. Our response was, “Get here as quick as you can.” What it should have been was, “Take your time. Drive safely. We’ll be waiting for you.”

These moments matter. Reviewing how we communicate helps us improve not just our customer service, but how we show up in the world and how we anticipate the needs of others.

These moments build trust. And trust builds loyalty

In aesthetics, results matter. But how people feel in your presence and in your space matters even more.