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I got my cast off this morning and have yet another healthcare marketer patient story to share (I try to look at the bright side of how these experiences enlighten me in my job!). When the urgent care doc looked at the x-ray of my wrist and said, “It’s broken,” the tears welled up in my eyes. He said, “I’m sorry, I know it hurts.” I glared at him accusingly and declared, “I DON’T HAVE TIME FOR THIS!”  Poor guy, as though it was his fault.

But the horror of a time-consuming health concern was far greater than any pain I was feeling. What with a full-time job, chauffeuring kids from ballet to football to the orthodontist, etc. etc. - you know the routine - I didn’t know how I could fit in one more thing. Of course, he looked at me like I was from Mars and wrapped my arm.

My fear of waiting was confirmed as I had to wait for every single office visit. Funny, even when I arrived with my limp arm at the “fast” and “convenient” Urgent Care Center, I was told, “There’s no doctor here at the moment. He should be back in 45 minutes or so.” Huh? I thought INSTANT HELP was the whole idea behind urgent care. Each of my 3 check-ups with the orthopedic doc was no shorter than 2 hours from start to finish. Nice guy, but only with me for about 3 minutes per visit. So why do we accept this waiting for doctors as normal?

My revelation from this healthcare journey: with all the time guarantees hospitals offer for ER visits, new patient visits and diagnostic tests, why aren’t there 30 minute time guarantees for doctor visits? Whether it’s with the help of a P.A., a very efficient office staff, or technology, I think it would be an interesting competitive differentiator. I know I need to work on  my patience and try to relax during unexpected delays, but I’d rather be practicing my deep breathing skills in yoga class instead of the waiting room of a doctor’s office. Ohhmmm…

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