Showing colours: Has white workwear in doctors’ practices had its day?

Doctors’ surgeries and their teams are becoming increasingly colourful! Is the traditional white uniform soon to be a thing of the past? Although white is still the predominant colour in working attire – doctors are often referred to as the ‘gods in white’ – we are seeing more and more splashes of colour. What is the origin of this trend towards ‘showing the colours’, and what are the benefits for a medical practice?

White working clothes and their origins

In the past, white was chosen primarily for practical reasons. Only white clothes could be washed, or even boiled, at very high temperatures. White also generally symbolised cleanliness and purity. This cultural association makes perfect sense, as dirt and stains, as well as potential pathogens, are particularly visible on white. Today, however, coloured fabrics can also be washed at high temperatures. So is there no limit to the freedom to choose colours for practice workwear?

White suits as the hallmark of the profession

While staff in doctors’ surgeries are increasingly adopting a splash of colour in the form of coloured tops, the majority of doctors remain faithful to the white coat. This choice has less to do with practical considerations than with the importance of prestige, which drives doctors to keep the white coat.

The colour white conveys a certain hierarchy and establishes a distance from patients. The doctor is immediately perceived as a health professional who must be respected. The effect of white becomes even more obvious when we remember that psychiatrists and paediatricians rarely appear in white.

However, even GPs will, in the long term, be seen less frequently in the classic long-sleeved, buttoned-up white coat. In the UK and the Netherlands, long-sleeved coats have long been banned for reasons of hygiene. In Switzerland too, more and more doctors are opting for a white polo shirt and white trousers. Although white is still the most popular colour, the style is gradually becoming more casual.

A study conducted by the hygiene department of Zurich University Hospital recently analysed the impact of hospital staff’s clothing on patients:

‘We have been able to demonstrate that doctors’ appearance is perceived by patients, sometimes consciously, sometimes unconsciously. As this can even influence the success of the treatment, it makes sense to adapt the clothing to the context and expectations of the patient. Until now, little attention has been paid to this aspect in the choice of clothing’.

– Prof. Hugo Sax, Head of the Hospital Hygiene Department at Zurich University Hospital and director of the study.

Self-promotion and controlled branding thanks to a uniform colour palette

These days, patients are increasingly noticing that medical assistants, and sometimes even doctors, are wearing colourful ‘uniforms’: green polo shirts or purple scrubs, for example.

In general, a printed or embroidered logo on the outfit provides additional identification with the practice and contributes to a uniform look for the whole team. This effect is a major advantage for today’s medical practices, which are increasingly aware of their image and want to use it as a promotional tool.

From the website to the logo, from the layout of the practice to the way it is dressed, the trend is towards a uniform and, above all, well thought-out appearance. Medical practices are even increasingly calling on the services of specialist marketing agencies, who know exactly what works with patients. The aim of a practice is to establish a lasting relationship with its patients, and to do that, it needs a convincing image and an original, sympathetic style.