Feb. 10, 2016
Brian Chou, OD, FAAO, explains how his practice presents a unified message about comprehensive eyecare. The practice web site helps to educate patients and set their expectations, and staff is trained to explain the purpose of instruments used in preliminary measurements. Then, in the exam room, the doctor explains the eye health aspects of the exam. Altogether, this imparts a sense of value and increases patient cooperation in their treatment.
SEND WARM, WELCOMING MESSAGE. Train staff to greet patients warmly, and be sure the communications to patients through systems such as Demandforce and Websystem3, or Smile Reminder, also communicate a friendly, inviting message.
EDUCATE PATIENT DURING PRE-TESTING. Have staff explain each step of the pre-testing process, and let patients know what the doctor will check for in the exam room. Staff should be trained to explain in one simple sentence the purpose of each test. Doing this shows patients the value of your office’s services, and gains their trust and cooperation.
DOCTOR SHOULD SHOW VALUE OF COMPREHENSIVE EXAM. As the exam progresses, the doctor should explain, not only why what he is doing is important, but why these tests and evaluations should be conducted annually in the form of a comprehensive exam. Patients should leave with an understanding that an annual comprehensive exam is more than just refraction.
TRAIN STAFF TO DELIVER CONSISTENT MESSAGE. Provide new employees with a general script, and have more experienced employees observe them closely. After the new employee’s first day, have one of the practice’s doctors sit down with the new employee to go over how they’re doing, and what improvements they might need to make.
Brian Chou, OD, FAAO, is a partner with EyeLux Optometry in San Diego, Calif. To contact him: chou@refractivesource.com.
