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HELP PATIENTS WITH STYLE

PROVIDE SOLUTIONS FOR RED EYES AND GENERAL OCULAR COSMETIC ADVICE

PATIENTS LIKE to look good, which is no great revelation. It’s our job to make sure they can see themselves looking good. Patients expect us to provide information on oculoplastics referrals. They might ask us to recommend a makeup that minimizes the risk of dermatological reactions or how to reduce fine lines around their eyes. They see us as the source to provide solutions for red eyes and to offer general ocular cosmetic-type advice. How can we help our patients in their awareness of what knowledge and products we have to share? Check out these three steps.

1 CARRY WHAT YOU RECOMMEND

Carry products that you recommend. A plethora of cosmetic companies are eager to have you sell their products at your office. This doesn’t mean you are converting valuable product space into an array of lotions and potions. Carry one or two eye creams, for instance, that you think work well in improving the appearance of the ocular adnexa, have a small likelihood of irritation and won’t interfere with contact lenses or other optical wear.

Place these products in a visible location, where patients can ask staff about them, and then let staff sell them. Use the products yourself, and have staff use them as well. You may not have to do anything other than verify once in awhile that yes, you think that product is good for (fill in the blank). Simply having products in your office carries the weight of your approval.

2 BRING EYEWEAR AND STYLE TOGETHER

I’m sure many of you host regular trunk shows, but have you ever considered having a hair or makeup stylist also attend the event to give advice on how to best complement the eyewear patients are purchasing? It’s fun, patients appreciate the input, and it shows that you value not only helping them in their ocular performance with the quality of the lens prescription, but also that you recognize the aesthetic and fashion portion of eyewear as well. Helping your patients feel and look their best while they can see their best is a win for everyone.

3 ASK PATIENTS WHAT THEY WANT

Did your patient show up this year with eyelash extensions or a prescription for bimatoprost ophthalmic solution 0.03% (Latisse, Allergan) from a source other than yourself? Or, did she have blepharoplasty based upon the recommendation of her primary care doctor and not you? When this situation happens to me, I feel I’ve failed my patient. I obviously did not probe into her concerns or questions about eye appearance enhancements, or even the simple idea that the change in her ocular function (in the situation of blepharoplasty) was bothering her, visually or otherwise. I’ve since trained my staff to make sure they ask patients about such possible concerns, and in-office literature is available for patient education.

ADDRESSING APPEARANCE

I know there is a lot to do. But addressing how our patients look or feel about how they look can naturally be woven into the exam dialogue. Conversations may even begin because patients see you now have products or information regarding ocular appearance. A little effort into being a resource of information regarding “looking good” will go a long way toward improving the patient experience. OM

GINA M. WESLEY O.D., M.S., F.A.A.O., practices at Complete Eye Care of Medina, a Vision Source practice, which she opened in 2008. She was honored as Minnesota’s Optometrist of the Year in 2011. Email drwesley@cecofmedina.com, or visit tinyurl.com/OMcomment to comment on this article.