SCRIPTOPEDIA
The Patient Handoff
Make yours successful by using these scripts
MARK HINTON
When you use the word “recommend,” it means “choice” to the consumer; when you use the word “prescribe,” you demonstrate a respected expectation. Keep in mind that the consumer chose you as his/her eye doctor because the consumer trusts your judgment to provide the very best eye health and “optimized sight.” Therefore, validate and authenticate this trust by “prescribing.” First, explain to the consumer the reasons for your prescription. (Stick with consumer advantages, and avoid mentioning brand names because you don’t want to come off as “salesy.”) To demonstrate the value and importance of your prescription, personally hand the patient off to an optical associate and, in front of the patient, revisit the key points of your optical treatment plan.
Here are two scripts that are effective in achieving patient compliance to your prescription, ensuring their satisfaction and a sale.
Doctor to optician (in front of consumer):
“Stacy (the optician), this is Karen (the consumer). In my treatment plan for Karen, I’m prescribing lenses to optimize her sight back to a crystal clear 20/XX. Because ultraviolet radiation is so devastating to vision, I’ve let Karen know that I always prescribe a light-adaptive lens for everyday eyeglasses. Also, I’ve explained how consumers appreciate the added protection and comfort whenever their polarized sunglasses aren’t handy. In addition, I’m prescribing for Karen the same sharp, crisp prescription to optimize her sight through polarized sunglasses because my intention is to reduce her risk of developing any sneaky sun-related eye diseases that would cause her to rely on others and end her ability to maintain personal independence. I want her to have every advantage when driving, and the polarized sunglasses will eliminate the blinding glare responsible for one in three highway accidents. Karen, Stacy understands I want no compromise in your sight, so she’ll match the lenses I prescribe so you’ll see like you did during your exam today; and Karen, she’ll address your questions and guide you so you’ll be happy!”
Optician to consumer:
“Karen, I’ll follow Dr. Eyewise’s personalized treatment plan for you and fill your prescriptions so you’ll be safe, avoid risk, see sharp and crystal clear, just as you did in the exam room, and feel comfortable! Also, I’ll be sure to maximize your vision savings plan for your best advantage and show you your savings, so you’ll be happy!”
Mr. Hinton is CEO and president of eYeFacilitate. E-mail him at mark@eyefacilitate.com, or comment at tinyurl.com/OMcomment.