THE CONSUMER VIEW

  eye exam

The Eye Exam “Examined”

Viewing routine care through the patient’s eyes can help you streamline your process

RACHAEL CLICK, O.D., MT. PLEASANT, S.C.

For most optometrists, the comprehensive exam is one of many daily routines completed without a second thought. But, have you ever considered how your process is viewed through your patients’ eyes?

Someone once told me that we, as doctors, are interviewing for a job 364 days in advance for next year’s care. Are you making a good impression? What are you doing right that keeps families coming back year after year? What improvements can be made?

Let’s take a look at this sample annual eye exam through the patient’s eyes and identify ways to make the process as easy and comfortable for our patients as possible.

Check in

I walk in to the office and am greeted by a woman who introduces herself and asks me to have a seat. A few minutes later, she brings me a clipboard of paperwork to fill out. It’s only three pages, but it feels like I’m filling out my entire life story. I can’t remember the name of my medication, so I just leave it blank. I finish and take my paperwork to the receptionist and return to my seat. I wonder how long my appointment will take.

I’m only here because I ran out of contact lenses and my prescription expired, so I can’t order more online. I decided to try a new doctor because my insurance changed, and the new doctor has evening hours, so I didn’t have to leave work early.

After reading an entire People magazine, it’s my turn.

Takeaway: Consider providing the necessary paperwork to patients prior to their appointment so they don’t feel rushed and are more likely to provide important information, such as prescribed medications. Capitalize on the time spent in the waiting room by providing educational brochures or, if they likely will require glasses, use that time for eyewear selection.

Also, convenience is key. Offering evening hours gives patients flexibility with scheduling, as many can’t or won’t take time off of work for their exam.

Pre-exam

My name is called, and I am again introduced and welcomed by another employee. She explains that before I see the doctor, I’m going to have some initial tests done. One in particular, I’m told, will measure my “side vision” and is kind of like a video game. But it isn’t graphic at all, and the screen went black, so I’m not sure how I did. I complete the tests and am shown to the exam room where I wait for the doctor.

Takeaway: Though routine to staff, patients are often confused by the tests performed during the visit. Take the time to fully explain what you’re doing and why, so patients can relax knowing what to expect and see value in the tests.

Doctor’s exam: Part 1

The doctor enters the room, introduces herself and welcomes me. She thanks me for filling out the paperwork and tells me there are two parts to my exam: a prescription part and a health part. I immediately ask whether both parts are covered by my insurance. She reassures me that they are and that she wants to make sure my eyes are healthy so I can continue to wear contact lenses for as long as possible.

She looks at my paperwork and asks me what medications I take. I can’t remember the name, but tell her I take one medication for my thyroid. She then asks whether my eyes feel dry or sandy and explains that it is a common side effect of thyroid medications. Now that she mentions it, my eyes do feel dry after a long day at work. We talk about contact lens options, and she says she’d like me to replace my current lenses with a daily disposable because it is the healthiest option for patients who have ocular dryness.

As we begin the exam, she hands me an eye cover stick and asks me to cover my left eye. She has to make the letters big for me, and I’m nervous that I’m going to be blind if my prescription keeps changing. After I read letters with each eye covered, she waves the stick in front of my face and tells me to ignore her while she checks to see how my eyes work together. I giggle nervously. Next, we move on to the 1-2 test. I hate this part because I’m always afraid I’m going to give the wrong answer. She assures me that the test is normal and that I have nothing to be worried about.

She confirms that my prescription is ideal for the daily disposable contact lenses, but that I need a pair of glasses in the event I can’t wear my contact lenses, as I am illegal to drive without glasses or contact lenses.

Takeaway: Patients are often nervous about the outcome of vision tests. Let them know that there are no wrong answers, and reassure them that their health and vision is your — and their — top priority.

Eyeglass selection

While my eyes are dilating, the doctor hands me off to the optician to pick out new glasses. She quickly reviews the results of my tests with the optician and, before she leaves, assures me that my new glasses will have impact resistance, an AR treatment and photochromic lenses. I don’t fully understand what the doctor is saying, and I worry that the glasses will be really expensive.

After trying on what seems like a million pairs, I find a cute pair that I might actually wear.

Takeaway: Explain to patients your recommendations in terms they can understand and how they will help patients see and feel better. Also, because cost is often top of mind, reassure patients you will work to maximize their coverage to limit the out-of-pocket cost associated with your recommendations. However, cost becomes less important if patients truly understand the recommendations you make.

To make eyewear selection less daunting, have the optician pare down the choices based on your recommendations and the patient’s style and face shape.

Doctor’s exam: Part 2

Once my up-close vision is blurry, the doctor finishes the exam and then reviews her findings with me and asks whether I have any final questions. I don’t.

She then escorts me to the optician. Before she leaves, she thanks me again for coming.

Takeaway: Take the time to go over the results of your exam and what it means for the patient’s vision and eyewear, and open the floor for questions.

Checkout

The optician reviews my insurance details and orders my glasses. I am so happy my exam is over and grateful that I picked my glasses earlier so I can head home right away. I schedule my follow-up appointment with the receptionist. On my way out, the receptionist and optician wave goodbye and tell me to have a good day. As I walk to the car, I feel so relieved to have tried this new place.

Takeaway: If possible, have patients make their eyewear selection prior to checkout. Not only will this please the patient, it will make the checkout process go more smoothly.

A new view

Examining your process from the patient’s perspective helps you gain valuable insights and aids you in streamlining your process, ensuring better service and more satisfied patients. OM

Dr. Click is the sole owner of Preferred EyeCare Center in Mount Pleasant, S.C. She is a member of AOA, SCOPA and Vision Source. Visit tinyurl.com/OMcomment to comment on this article.