BUSINESS
SCRIPTOPEDIA
PRESCRIBE “WIIFM”
EVEN MEDICAL SERVICES REQUIRE A “WHAT’S IN IT FOR ME?” EXPLANATION
MARK HINTON
YOU prescribe medically for your patients’ best eye health, yet it often falls on deaf ears. The reason: They don’t hear “What’s in it for me,” (WIIFM) from you. Benefits are the triggers that make consumers act.
Too often, O.D.s and their staffs talk around the WIIFM; in fact they focus on features. For example, “These sunglasses will stop UV rays” and/or “These nutritional supplements aid in increasing ocular lens pigment” are features of products, but they don’t explain the WIIFM. And, these statements don’t illustrate how other patients have benefitted from these products. Social proof helps with sales too.
Here are a couple scripts that include WIIFM. OM
CONVERSATION 1
“Bill, you shared with me that you work outdoors almost all day and drive a great deal, too! Some lenses filter the ultraviolet radiation, which contributes to prematurely aging skin, lid aging and certain sun-related eye diseases, such as macular degeneration. Because your lids and the interior of your eyes appear healthy, I’m going to prescribe specific sun lenses for you to begin wearing so that when you see me next year for your eye health exam and evaluation, you can tell me how much more comfortable you feel outdoors. Sound smart?”
CONVERSATION 2
“Sharon, the reason I am prescribing this nutritional supplement for you today is because when my assistant tested your interior macular pigment levels, they were lower than normal, and together I want to do all that is possible to rebuild these levels to improve your odds and reduce your risk of common eye diseases, such as macular degeneration. This supplement, in this exact formulation, has demonstrated successful results for other patients, and I’m looking for the same for you when you see me here again in 6 months for a follow-up; this is important for your future eye health, okay?”
| 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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