Patient Engagement

Turn Your Patients into Raving Fans

Patient happy with her patient experience in an office.

Photo credit: Getty Images

Boosting patient experience

By Ronald P. Snyder, OD, FAAO

May 28, 2025

A weekend visit to the Ritz-Carlton in Naples, Florida, last summer was truly an exceptional experience. Attention to detail and a high level of service are hallmarks of the Ritz-Carlton brand. They should also be hallmarks of your patients’ experience in your office.

Here is what I noticed, and how to tie those lessons to improving the experience of your patients.

Positive Experience

The meticulously manicured landscaping set a tone of elegance and care right from the start, creating a welcoming and visually pleasing first impression. A pleasant attendant at the security gate asked for my name and provided directions which personalized my experience and made me feel important and secure.

When I arrived at hotel, I received a warm greeting from a bellman that made me feel recognized and valued. He offered to assist with the luggage and provided us with cold bottles of water, which showed thoughtfulness and a commitment to our comfort right from the moment of arrival.

The consistent, high-quality service made us feel like celebrities, indicating that the staff were well-trained and attentive to our needs. From the bellman to the maids, everyone’s friendly greetings contributed to a warm and welcoming atmosphere, enhancing my overall experience.

The attention to detail was amazing. The demeanor of the well-dressed and polite staff reflected the high standards of the Ritz-Carlton.

Negative Experience

In sharp contrast to the Ritz-Carlton’s customer service, most of us have likely experienced the frustration of scheduling an appointment with the typical physician’s office.

Your call is answered by a hurried receptionist who rudely says, “Please hold.”

Alternatively, you may be greeted by an automated telephone attendant requiring you to navigate through a series of instructions to push the correct key to schedule an appointment.

To make matters worse, you might be directed to leave a voicemail with your name and number for a callback.

Upon arriving at the physician’s office, a hurried receptionist might tell you to “sign in” and then hand you a clipboard with multiple pages of questions to complete.

Advanced Technology is Not Most Important Part of Experience

Several years ago, I leased space in a building that previously housed a popular restaurant requiring major remodeling. I computerized every aspect of the practice, including the front desk, scheduling, the screening room, exam rooms, the laboratory and dispensing stations. I invested in state-of-the-art instruments for every area of the office.

One remark we often heard from patients after their initial screening was, “That was the best eye exam that I have ever had.” Technicians were trained to respond, “We’re just getting started; you are about to see the doctor for his exam and management plan.” Our patients became enthusiastic fans even before their exams were completed.

Every employee in this practice was highly trained and well compensated. After each visit, an employee was assigned to call the patient later that day to inquire if they had any questions.

This approach ensured that our first impressions were positive. Our commitment to follow-up care solidified our patients’ satisfaction.

Key Part of Experience: Ask about their Family

When engaging with a patient, ask about their family. For example: “Tell me about your family” or “Do you have children?’ or “Does your spouse wear glasses?”

This demonstrates your interest in their well-being and subtly leads to the opportunity to suggest eye exams for their family members.

You should ask, “Have your children had their eye exams recently?” Then note to the patient: “Regular check-ups are crucial for their eye health.” And: “Your husband might benefit from an eye exam too, especially if it’s been a while.”

Implement Brief Survey of Patients

At the end of each appointment, hand out a postage-paid postcard with three brief survey questions. This not only shows that you care about their experience but also provides valuable feedback to improve your practice. You also could text or e-mail this survey.

Sample questions could be:

1. How satisfied were you with your visit today?
2. What did you enjoy most about your visit?
3. Is there anything we could improve?

Adopting the Ritz-Carlton philosophy for outstanding customer experience can transform your practice. Here’s how you can apply this approach:

Personalized Service: Remember details about your patients’ preferences and family, and reference them in future visits.

Exceptional Environment: Ensure your office is welcoming, comfortable and aesthetically pleasing.

Attentive Staff: Train your staff to be attentive, courteous and proactive in addressing patients’ needs.

By integrating these strategies into your practice, you can create an outstanding patient experience that not only meets but exceeds expectations, leading to greater patient satisfaction and practice success.

Recommended Reading
In 1993, Ken Blanchard’s “Raving Fans- A Revolutionary Approach to Customer Service” was released. I highly recommend that you read this book and adopt his philosophy to turn your patients into raving fans.

Read another article by Dr. Snyder