Photo courtesy of Dr. Keshav Bhat (back row), seen here with his practice team. Dr. Bhat shares tips for understanding patient emotions in your office.
The impact of emotions in your patient interactions
By Keshav Bhat, MS, OD
June 25, 2025
Understanding the emotional drivers behind patient decisions is crucial for a successful optometric practice.
While rational factors like vision correction and eye health are important, emotions significantly influence how patients perceive their care, choose eyewear and adhere to treatment plans.
Here I explore how optometry practices can leverage an understanding of emotions to enhance patient satisfaction, build loyalty and improve overall outcomes, drawing insights from the broader field of consumer behavior.
Understanding Emotions and Decision-Making in an Optometric Context
Defining Emotions in the Patient Context
In optometry, emotions encompass a range of subjective experiences that accompany physiological and behavioral changes related to eye health and vision. These can include:
- Positive Emotions: Relief at finding a solution to vision problems, excitement about new eyewear, trust in the optometrist’s expertise.
- Negative Emotions: Anxiety about eye health, fear of vision loss, frustration with uncomfortable eyewear or uncertainty about treatment options.
These emotions are not fleeting; they shape a patient’s overall experience and influence their decisions regarding treatment, eyewear purchases and continued care.
The Psychological Process of Decision-Making
Patients rarely make purely rational decisions. Emotions heavily influence how they perceive information, evaluate options and ultimately choose a course of action. As research suggests, emotions can contribute up to 90% to decisions, with logic playing a smaller role.
In the optometric setting, this means:
- Affective Pathway: A patient might choose a particular brand of contact lenses based on a positive feeling associated with a past experience, rather than solely on technical specifications.
- Cognitive Pathway: A patient’s anxiety about glaucoma may lead them to seek more information and diligently follow their optometrist’s recommendations.
Emotions also affect how patients gather and interpret information. An anxious patient might focus on the potential risks of a procedure, while a confident patient may readily accept the recommended treatment.
Emotional Triggers in Patient Behavior
Optometry practices can leverage emotional triggers to create positive patient experiences:
- Comfort and Trust: A welcoming environment, clear communication and empathetic staff can alleviate anxiety and build trust.
- Aesthetics and Self-Image: Helping patients find eyewear that enhances their appearance and reflects their personal style can evoke feelings of confidence and satisfaction.
- Personal Connection: Remembering patient details, showing genuine interest in their lives and providing personalized care can build a strong doctor-patient relationship.
The Balance Between Emotional and Rational Choices
While emotions play a significant role, patients also consider rational factors such as cost, insurance coverage and the optometrist’s qualifications. The key is to address both emotional and rational needs:
- Transparency: Clearly explain treatment options, costs and potential benefits, addressing any concerns or uncertainties.
- Value: Highlight the long-term benefits of quality eye care, emphasizing improved vision, comfort and overall well-being.
- Post-Purchase Rationalization: Patients may justify emotional decisions with rational arguments. For example, a patient who chose a stylish but expensive frame might emphasize its durability and comfort to validate their purchase.
The Impact of Positive Emotions on Patient Decisions
The Joy of Seeing Clearly: Pleasure as a Motivator
Experiencing clear, comfortable vision can evoke a sense of joy and relief, motivating patients to invest in their eye health. Practices can enhance this by:
- Demonstrating Visual Benefits: Use simulations or demonstrations to showcase the potential improvements from new lenses or treatments.
- Creating a Positive Experience: Make the exam process comfortable and informative, celebrating successes and addressing concerns with empathy.
Love and Attachment: The Emotional Bond with Your Practice
Patients often develop loyalty to practices that provide exceptional care and create a personal connection. This can be fostered by:
- Building a Strong Brand Identity: Communicate your practice’s values, mission and commitment to patient care.
- Personalized Communication: Use patient names, remember their preferences and follow-up after appointments.
The Influence of Negative Emotions on Patient Choices
Fear and Anxiety: The Role of Risk Perception in Treatment Decisions
Negative emotions, such as fear of surgery or anxiety about a diagnosis, can deter patients from seeking or adhering to treatment. Address these emotions by:
- Clear Communication: Explain procedures thoroughly, addressing potential risks and benefits in a clear and reassuring manner.
- Patient Education: Provide resources and support to help patients understand their condition and treatment options.
Sadness and Disgust: How Negative Experiences Deter Patients
Negative experiences, such as long wait times, impersonal service, or unsatisfactory results, can lead patients to avoid your practice. Prevent this by:
- Streamlining Processes: Minimize wait times and ensure efficient, courteous service.
- Seeking Feedback: Regularly solicit patient feedback and address any concerns promptly.
Emotion-Driven Strategies for Optometric Practices
Emotional Communication: Connecting with Patients on a Deeper Level
Communicate with patients in a way that resonates emotionally:
- Empathy: Acknowledge and validate their feelings, showing that you understand their concerns.
- Storytelling: Share stories of patients who have benefited from your care, highlighting the positive impact on their lives.
The Power of Storytelling in Building Trust
Use storytelling to connect with patients on a personal level:
- Share Your Practice’s Story: Communicate your history, values and commitment to patient care.
- Highlight Patient Success Stories: Showcase how your services have improved patients’ lives.
Integrating Emotional Connections with Technology
Utilize technology to enhance the patient experience:
- Interactive Displays: Use digital displays to showcase eyewear options and demonstrate visual benefits.
- Virtual Reality: Offer virtual reality experiences in testing and to simulate the effects of different treatments or eyewear options.
Conclusion: Understanding Patients’ Emotional Drivers is Essential
Understanding and addressing the emotional drivers behind patient decisions is essential for a thriving optometric practice. By creating a positive, supportive and emotionally resonant environment, practices can enhance patient satisfaction, build loyalty and improve overall outcomes.
Other Articles to Explore
Read more about doctor-patient relations in Review of Optometric Business
Keshav Bhat, MS, OD, is the owner of Union Family Eye Associates in Charlotte, N.C. To contact him: drbhat@unionfamilyeye.com
