SOCIAL

  the way i see it

Making Assumptions

Quick judgments could cost you

MARC R. BLOOMENSTEIN, O.D., F.A.A.O.

I used to work at an office laden with grey hair, spandex and the constant hum of the hearing aid, as well as flying cookie crumbs (patients love free food). As you might have guessed, this office was smack dab in the middle of Sun City. The bathroom faced the checkout desk, and I had to pass it at least 30 times a day, which meant my olfactory system was assaulted every few minutes with smells that seemed inorganic! (The digestive system is not kind to us as we age.)

But just because that was my experience doesn’t mean that all geriatric practices look — and smell — gross. My point is, we are constantly making assumptions that frankly are just not valid. And making assumptions, about your patients or other aspects of your practice, could be harmful to your business.

Retaining patients

One of the worst assumptions O.D.s make is, “My patients will drive a little out of the way to see me.” Yeah, sure they will. Most patients enroll in their insurance and go where their plans are accepted. And when you are no longer on that plan, they are gone like the bowl of stale orange Cheetos you left with a sign that said, “Help yourself.”

We are not interchangeable and disposable to our patients. You have to bring ophthalmic acumen to every visit so they see the value you provide. Continuity of care is something that vision service plans don’t fertilize. When you are managing a patient’s vision, not just providing a prescription, he or she will want to come to see you.

Handling pharma reps

I love that some practitioners assume that by telling a drug rep, “Oh yeah, I write a lot of your product,” he or she will believe them. Do you not realize they know you are lying? They know what you write, how much and when. Thus, instead of expecting more samples when you are not supporting their product, think about how much you have actually written lately and know that they know.

Pharma reps are resources to new products and ideas, and also to what is happening outside your practice. Thus, by being honest about utilization of their products, you build a trust level that is quid pro quo. If you are not forthright, they will just stop coming. Another good thing is that they bring treats to the practice, and who doesn’t love sweets?

Patient compliance

Speaking of samples, don’t assume that patients listen to your prescribed treatment. Often times, patients do not buy the medication you prescribed after the sample runs out. I know, crazy! You write a prescription, and they end up picking something out at the grocery store or take the advice of a pharmacist or their podmate or, well, someone other than you.

Patients will listen to you, however, when you speak with confidence and believe in what you are diagnosing or prescribing. This is another reason you have to bring them back for a follow-up to be reassured that your medical management is heard.

Don’t assume anything

Assuming patients will return all on their own or listen to every word you say is like believing that simply drinking more water will help with dry eyes. Just as a business requires constant nurturing to be successful, this chronic condition needs continual topical therapy and, although a good diet is important, hydrating will not have some medicinal rejuvenating affect. It will, however, help with the digestive issues I discussed earlier. OM

DR. BLOOMENSTEIN CURRENTLY PRACTICES AT SCHWARTZ LASER EYE CENTER IN SCOTTSDALE, ARIZ. HE IS A FOUNDING MEMBER OF THE OPTOMETRIC COUNCIL ON REFRACTIVE TECHNOLOGY. E-MAIL HIM AT MBLOOMESTEIN@GMAIL.COM.