By Sherin George, OD
On a Saturday morning, I received a call from a patient to let me know that her friend (also a patient of mine) had passed away the night before. I inquired of the funeral arrangements. The next day, when I saw her at Mrs. J’s funeral, she couldn’t believe that I was there. She was at loss for words and kept trying to show her appreciation. Getting to know your patients on a personal level will increase your patient loyalty as well as increase referrals to your office.
In my seven years of practice experience, my most loyal and diligent patients are the ones that I’ve gotten to know on a personal level. I make it a point to strike up a personal conversation with every new patient, mostly to make them feel welcome. And then I continue to do so at every annual visit. I have photographs of my two-year-old son and my husband on the wall in my exam room which serves as conversation starter with other mothers and patients with grandchildren. Who wouldn’t want to talk about their children or grandchildren? I’ve received parenting advice, potty training tips, and of course, annual inquiry of my son’s developmental progress. I was amazed at the number of baby gifts I received when my son was born–all from my loyal patients. I once had a patient come in for her annual exam with a jar of tomato sauce. This was a result of my conversation with her a year prior about my interest in cooking. Since then I always make a point of thanking her and showing appreciation for that jar of tomato sauce that made an excellent addition to my pasta dinner.
It is very important to make sure that patients don’t feel rushed. I’ve been to doctor’s offices where I have very little interaction with the doctor and all I’ve got is a quick few minutes of exam time. Those are the offices I don’t feel an obligation to return to, and would definitely jump at the chance of leaving if a better doctor came along. In my practice, I allot a half-hour for each patient. This gives me enough time to get to know each patient who walks into my exam room. At the same time, I try to remember that some patients are not interested in small talk. It’s important to not cross that boundary with patients who are not interested in doing so.
Understanding the patient’s needs, getting to know their personal circumstances and tailoring your care just for them leads to patient loyalty. I recently got a letter from my bank notifying me of two bounced checks. When I called the bank, I was told who those checks came from. The patient happened to be an acquaintance of one of my staff members, who received a text message notifying her that our patient’s husband had passed away at age 47. So, instead of sending her a bill for the amount due to us and the bounced check fee, I contacted the local Lions Club which agreed to pay the patient’s balance. I also contacted the bank, told them of the situation, and they waived the bounced check fees. We then sent a letter to the patient offering her our condolences and letting her know that the Lions Club would take care of her balance. She was very appreciative of our generosity in her time of need. This story also highlights why It’s important to be connected with local groups such as the Lions Club, Rotary Club, Kiwanis Club, etc., so their services can be extended to your patients.
Investing a few extra minutes in the exam room can go a long way to establishing a meaningful doctor-patient relationship resulting in referrals that put more patients in your exam chair. And patients will also enjoy their visit to your office more–a win-win for both you and your patients.
How do you get to know your patients? How have your patients shown you that they feel connected to you and your practice?
Sherin George, OD,is the owner of Franklin Square Eyecare inFranklin Square, NY. To contact her:sgeorge10@gmail.com.
