The Worst Clinic Experience I Ever Had (And What It Taught Me)

Let’s talk about the worst clinic experience I’ve ever had. Full disclosure — this was actually in my very first clinic when I first opened up. As I share this story, you’ll understand why this experience was so terrible, and more importantly, how it shaped the way I approach client experience today.

The Beginning: My First Clinic Setup

When I started my first clinic, I had about $4,800 AUD to get going. Not a lot of cash, so I decided to rent a room inside a local gym in Adelaide. After calling around, two gyms got back to me, and I chose one that was a friend’s — Ral’s Community Gym. It was a fantastic, tight-knit place, but from a client experience standpoint, there were some major problems.

Location and Access Issues

The gym was tucked away about 30 meters back from the main road, behind another building in an industrial street. One side was a power plant, the other a scrap metal yard — not exactly the most welcoming surroundings. There was barely any signage, so clients often called me asking, “Pete, am I at the right place?”

Worse still, there was no lighting down the alleyway leading to the clinic, which made it especially intimidating in winter when it got dark early. Parking was unclear and felt unsafe with scrap metal everywhere.

First Impressions Inside

When clients finally got inside, there was no reception. No iPad check-in, no friendly receptionist — just an old couch and a small sign asking people to sit and wait. The sign often got moved or taken down, so sometimes clients wondered if anyone was even there. Not exactly confidence-inspiring.

Then, to get to the physio room, we had to walk right through the gym. When classes were on, the music was blasting and there were people moving around everywhere. It was noisy, chaotic, and distracting — definitely not the calm, professional environment you want for healthcare.

The Treatment Room

The treatment room itself was small, had no air conditioning, and often smelled less than fresh. We started in winter, so at least we had a heater, but come summer, it was uncomfortable and hot. Despite all this, I believed the physiotherapy service I provided was good — but honestly, I felt sorry for those early clients having to put up with the surroundings.

What I Learned: The Power of Inverted Thinking

This experience was a wake-up call. When we moved into our first proper, larger clinic, we flipped the entire experience on its head. We looked carefully at every part of the journey a client takes from the moment they arrive, asking, “How can we do the opposite of what we did before?”

We found a location with:

• Easy, well-lit access

• Clear signage visible from the road

• Safe, plentiful parking, including disabled spots right up front

When you walked in, instead of dark and dingy, there were big glass doors, fresh scents from candles or incense, and calming sounds. We invested in massage chairs and hired a receptionist who was also a barista — so clients could enjoy barista-made coffee and beautiful teas while waiting.

We added free Wi-Fi, branded charging docks, and thoughtful little touches that made people feel cared for and spoiled — even before their session started.

What This Means for Your Clinic

Take a moment to think about your own clinic. What would a truly terrible client experience look like? And then, how can you invert that? What’s the exact opposite?

Where are the gaps in your client’s journey, and what could you start doing right now to improve their experience?

These small but powerful changes create a professional, welcoming, and comfortable environment that clients will love — and that helps your business grow.