BUSINESS

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Sweat the Small Stuff

Create a fantastic practice experience by focusing on the details.

Gina M. Wesley O.D., M.S., F.A.A.O.

Have you ever had a great consumer experience, yet couldn’t put a name to exactly what one “thing” stood out to make it such a memorable occurrence? Chances are, there were a variety of elements that layered upon one another, creating a multi-faceted service,or product purchase, test-drive, etc. It’s the details; the small stuff.

Should you sweat the “small stuff” in your practice? If you want to create that fantastic experience for your patients, I think doing so is critical.

An “eye” for your practice

Not a detailed person? That’s fine. Find a friend or patient connection who is. Have them walk through every step in your patient exam process. Ask them to visit your office with an outsider’s “eye” for detail.

The following are a few of the key areas to consider reviewing:

► Phone greeting and knowledgeable conversation. A friendly greeting and a smile are not enough. Your staff should be knowledgeable in regard to your services, products and, oftentimes, the managed care plans for which you may provide. This gateway to your office can make a great first impression or possibly a frustrating one if questions aren’t answered satisfactorily.

► Clean building exterior/office entrance. The cleanliness of the parking lot, ease of parking and your building’s exterior speak volumes about what’s to come on the inside. Additionally, is your office entrance cluttered? Do patients know where they are to be received? Once there, how do you greet them and communicate expectations as to what will happen during their visit?

A friendly greeting and a smile are not enough. . .

► Patient areas. Any area your patient may visit needs attention. Cleanliness is a given, but consider little things: a place for coats and patient items, spacious, yet strategic seating that allows for privacy, a separate nook for kids to hang out, etc.

When we noticed family members of patients felt awkward standing in the pre-test area, we added a chair for them. Additionally, we added changing tables in our restrooms. I had a colleague purchase massage mats for patients to use while their eyes dilated. The possibilities are endless.

► Check out. I think this is an often over-looked area. I don’t mean the physical area itself (although that should be examined), but the clarity of where it is and what happens there. Patients often want direction and expectations set, even if only in an understated manner. I refer to those as “orienting statements” with my staff.

This was one area we worked to improve in my practice. An optical sale would close out a patient experience for that one visit, and there was some perplexity on the patient’s part as to what would happen next. Simply stating, “You may gather all your belongings and follow me to the check out desk. There we will book your next appointment and settle your account.” This seemed to help clarify and orient our patients a bit more than just assuming they would follow a staff member to that desk.

Adjust the “dust”

Sit in your exam chair for a moment to see the exam lane as your patient does. I’ve done this, and I’m usually all the more disturbed by the dust I see on the slit lamp mirror.

Let someone else do the same for you in your practice’s patient experience. You will probably be surprised to find what “dust” you can adjust to enhance each patient’s impressions. OM

DR. WESLEY PRACTICES AT COMPLETE EYE CARE OF MEDINA, WHICH SHE OPENED IN 2008. SHE WAS HONORED AS MINNESOTA’S OPTOMETRIST OF THE YEAR IN 2011. E-MAIL DRWESLEY@CECOFMEDINA.COM, OR SEND COMMENTS TO OPTOMETRICMANAGEMENT@GMAIL.COM.