BUSINESS
SCRIPTOPEDIA
CHANGE THE “RX” MENTALITY
KEEP CONSUMERS BY EDUCATING THEM: EYE EXAMS AREN’T JUST REFRACTIONS
MARK HINTON
IT’S, easy to understand why automated eye exams are appealing to consumers. The thought process is often, “Awesome! I can get a new prescription, if I need one, without seeing a doctor!” And therein lies the problem. Many consumers don’t know that an eye exam is more than the refraction, so they don’t think they need to see you, the optometrist.
To change this mind-set and ensure your consumers continue to present to you for eye exams rather than using an automated exam, differentiate the eye health exam from the refraction. Do so by touting the personal benefits of the eye health exam to consumers. Consumers buy with emotion and justify with logic. The identification of personal benefits creates emotion.
When you differentiate between these two portions of the exam through thoughtfully crafted dialog that illustrates the personal benefits to the consumer, the consumer will choose you over the automated exam.
Here is a script that will enable you to keep your patients and preserve their ocular wellness. OM
DOCTOR TO CONSUMER
“Donna, I’ve completed what we refer to as the refraction part of your exam. This refraction determines your eyeglass prescription and resets your sight back to the best possible vision you can achieve. Now, I’m going to perform the most important part of your exam today, your eye health exam. This includes your lids, exterior and interior eye and the ‘target zone’ for sight, your macula. The macula is like a ‘gold mine’ inside your eye, so we need to do whatever we can to protect and preserve it. The macula is why you are able to read, see faces and drive. Without it, you can’t live independently. Donna, each year, when you reserve your time to see me, I’m going to focus on your eye health, just as I do for all patients, so that I can do whatever is required to maintain it for your lifetime. Make sense?”
| MR. HINTON is CEO and president of eYeFacilitate. Email him at mark@eyefacilitate.com, or to comment on this article, visit tinyurl.com/OMcomment. |
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