Service signage failure

I walked into my local GP surgery to find this:

I don't understand ... so where am I supposed to go? Call for advice from the front door? Why can't a person come and speak to me?

This is an example of why people don't like going to the doctors and why people don't seek help when they are ill.

A conversation has to be happen between:

• the person who made this sign
• the person who decided to place it at the front door
• the doctors who walk past it every morning approvingly
• the reception who witnesses the reactions
• most importantly - the patients

...fling a service designer into that mix and you are onto a solution!