Creating Experiences Worth Sharing

A Travel Experience That Changed My Perspective

If you are anything like me, your least favorite part of traveling is making an airline connection. In 2017, I was on a red-eye flight from Los Angeles to Raleigh with a connection through Atlanta. I was awakened mid-flight to learn there was a delay on the ground in Atlanta, leaving me less than ten minutes to get from one side of the airport to the other to make my connection.

I did the only thing a millennial knows how to do. I took out my phone.

In-flight messaging was not available at the time, but I knew Delta would respond if I reached out on Twitter, now X. I quickly typed, “@Delta Hey, I’ve got to be home. I cannot miss this flight.”

Delta responded almost immediately:
“Thank you. I understand the urgency. I’ve sent a message to our Atlanta airport team to make them aware. No promises, but they will do their best.”

Three Lessons in Exceptional Experience

From that brief interaction, I learned three powerful lessons about patient experience:

• They empathized with me

• They took action

• They set realistic expectations

Turning an Ordinary Moment Into an Extraordinary One

When the plane landed, I prepared to sprint across the airport. I grabbed my coat, shouldered my backpack, and waited for the door to open.

When it did, I froze.

Standing at the doorway was a professional-looking woman holding a sign with my name on it. I told her I was Ryan, and she said, “Sir, come with me.”

For a brief moment, I wondered if the FAA was about to arrest me for taking my phone off airplane mode to send a tweet.

Instead, she led me through a door labeled “DO NOT ENTER,” down a set of stairs, and out onto the tarmac. At that point, I was genuinely concerned.

Then she turned to me and said, “Sir, here is your ride. It will take you to your next flight. I want you to make it home in time for your awards ceremony.”

Why This Story Matters

Delta Airlines serves tens of millions of passengers each year. They took an ordinary opportunity, helping a passenger with a tight connection, and transformed it into an extraordinary experience.

I have been sharing that story for nearly seven years.

At this point, you might be thinking, “Delta is a massive company with massive resources. How does a small business do this?”

A Small Business, a Big Impression

Let me share another story.

My family recently moved, yet we still drive to the grocery store near our old house, even though several stores are closer to our new one.

Why?

One day, my wife and I were searching for a specific Asian spice. She asked a grocery store employee, who could not have been older than fifteen, where it might be located.

“In the international aisle,” he said.

We explained that we had already looked there. He responded, “Oh, I’m so sorry,” and we continued shopping.

A few minutes later, while standing in the checkout line, that same teenager ran up to us holding a tiny jar of the spice.

“I found it,” he said proudly. “I found what you were looking for.”

That small act of care completely transformed our experience and earned our loyalty. And once again, here I am sharing that story.

What Creates Experiences Worth Sharing

Creating experiences worth sharing does not require massive budgets or elaborate gestures. It requires intention.

Word of mouth remains one of the most powerful ways people learn about your practice, whether through referrals or online reviews.

A great place to start is by viewing your patient experience through the lens of the five senses.

Experience Through the Patient’s Senses

Ask yourself:

• What do patients see? Is the office clean and calm, or chaotic and cluttered?

• What do they smell? This is especially important in a clinical environment.

• What do they hear? Are phones constantly ringing? Are conversations loud or rushed?

• What do they feel? Is the temperature comfortable? Are they greeted warmly when they arrive?

Considering the Emotional Experience

Beyond physical senses, it is critical to consider the emotions patients may experience. The reason for their visit may cause anxiety, fear, or stress.

Do your patients feel supported? Encouraged? Understood?

Transforming the Ordinary Into the Memorable

Now, think about your patient’s journey from the moment they walk through the door to the moment they schedule their next visit.

Where are the opportunities to go just a little further?
Where can you transform an ordinary interaction into an experience worth talking about?

Those moments are what patients remember and what they share.