Photo courtesy of Dr. Laurie Sorrenson, who is seen in this photo with her husband, Joel, in Italy. Dr. Sorrenson shares tips for creating a five-star experience based on how the hotels where she stayed in Italy wowed guests.
Creating five-star experience for your patients
By Laurie Sorrenson, OD, FAAO
August 6, 2025
I recently had the privilege of staying in two five-star hotels and three four-star hotels in Italy.
I’ve stayed in plenty of four-star hotels, so I didn’t expect the experience to be dramatically different. But it was, and it got me thinking.
What really sets apart a five-star hotel from a four-star one, and how does that translate to an optometric practice?
It turns out the difference is less about marble floors or gold fixtures and more about how the experience feels. It’s about intentionality, thoughtfulness and, most importantly, making the guest—or in our case, the patient—feel known.
Here’s what I noticed and how we can apply those “fifth star” lessons to elevate our own practices.
Escorted to the Room
At the hotel, the front desk didn’t just hand over the room key. Someone walked us all the way to our room, opened the door and gave us a mini tour.
Optometry parallel: When a patient finishes pretesting or their exam, walk them to their next destination. Don’t just point—escort.
Hand off the patient to the optician by name: “Linda, this is Angela. She’ll help you with glasses today.” At checkout, walk patients to the door and open it for them. These small acts send a big message: You matter.
Personalized Greetings
Every time we walked by the front desk—even in passing—we heard a cheerful, “Buon giorno, Dr. Sorrenson!” They remembered us.
Optometry parallel: Train your whole team to greet patients by name. If someone walks in and the front desk already recognizes them from the schedule or caller ID, greet them personally: “Hi, Ms. Tran, welcome back!” As they leave, every employee in their path should make eye contact, smile and say goodbye—ideally using their name. A patient should never feel invisible.
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Complimentary High-End Snacks
Our room had a few elegant, complimentary snacks and drinks—simple but high quality. It made us feel pampered.
Optometry parallel: A clean, appealing coffee bar in your office (with options like sparkling water, good tea and maybe a snack or two) tells patients they’re worth the extra effort. This doesn’t have to be expensive—just thoughtful.
Stylish, Thoughtful Design
The hotel was polished, stylish and cohesive. Everything had its place, and the environment felt cleaner and more modern.
Optometry parallel: Invest in your space. Consider hiring an interior designer, even if just for a consultation. Remove clutter. Push in chairs. Make sure each area looks “on purpose.” Get rid of old signage, unused equipment and anything that doesn’t add to the patient experience. You don’t need expensive furniture to feel five star—you just need intention and consistency.
Knowledgeable, Empowered Staff
Everyone—from housekeeping to concierge—was deeply knowledgeable. If they didn’t know the answer, they found it for us right away.
Optometry parallel: Train your entire team to answer common questions with confidence. Want to go next-level? Cross-train staff so they can support one another. If a patient asks a tech about insurance, the response shouldn’t be, “You’ll have to ask the front.” It should be, “I’ll find out for you.” Empowered staff means seamless service.
Anticipating Needs Before They’re Spoken
Before we even asked, the staff sent up extra towels, arranged a car service and gave us a map when we mentioned where we were heading. It felt like they knew what we needed.
Optometry parallel: Review patient history before they arrive. Note if they’re due for contacts or a visual field test. Let the doctor know if the patient has been asking about LASIK. Be ready to offer solutions before the patient has to ask. This is where a well-integrated EHR and strong team communication make all the difference.
Creating a Sense of Belonging
At the end of the day, the standout part of the hotel wasn’t the thread count or breakfast. It was how it made us feel. Known. Valued. Seen.
Optometry parallel: This is the real secret to five-star optometry. Patients shouldn’t feel like a number. They should feel expected, like they’re part of something. That’s what builds loyalty, trust and word-of-mouth growth.
Final Thought: It’s Not About Luxury—It’s About Thoughtfulness
You don’t have to be a luxury practice to deliver five-star care, but you do need to be thoughtful. Every patient experience—from the moment they call to when they walk out the door—should feel considered, personalized and intentional.
So ask yourself: Are you running a four-star office or a five-star one? The difference might just be in the little things, and it starts with making every patient feel known.
Read another recent column by Dr. Sorrenson
Laurie Sorrenson, OD, FAAO, is president of Lakeline Vision Source in Cedar Park, Texas, and the Professional Editor of Review of Optometric Business (ROB). To contact her: lsorrenson@gmail.com.
