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GUIDE PATIENTS THROUGH SIGNS

DISPLAYS CAN PROVIDE DIRECTION AND INFORMATION TO CONSUMERS

GINA M. WESLEY, O.D., M.S., F.A.A.O.

IT HAPPENED. As embarrassing as it is to admit, I got lost. In a store. Not literally lost, but lost in the hunt. Never am I more frustrated than when I can’t logically figure out where merchandise is located or where to ask for help. Signage is key in directing customers to the merchandise or services they seek. This also applies to our optometric practice settings — and I’m not just referring to the restroom sign.

Here are some areas to utilize signs and assist your patients in understanding your office:

OPTICAL SIGNS

Label men’s, women’s and children’s sections. It may seem apparent what section is gender specific, but for some patients, it’s confusing and maybe even a little humiliating to realize he or she is not in his or her gender-appropriate browsing area. No one wants to start a potential sale interaction with embarrassment. The sign can be subtle. For instance, show a man, woman or child modeling a frame line you carry displayed in the corresponding gender-specific area of frames.

Children’s glasses are labeled “Kidz Korner” at Complete Eye Care of Medina.

FRONT DESK DISPLAYS

At any given moment in your office a patient may enter, and all of your front desk personnel may be busy on a phone call. Although a nod and a smile go a long way in acknowledging the patient who just arrived, your receptionist is likely panicking, knowing the mom of a family of five who’s on the phone, looking to schedule and understand her benefits, will not be a conversation that’s over in 30 seconds.

Place some signage at the front desk. Perhaps it directs the patient to the optical dispensing counter, if he or she is there to pick up glasses or get an adjustment. Or signage could indicate to take a seat with a note that someone will be right with the patient. Even better: a sign that encourages him or her to start browsing in the optical while waiting. This saves your front desk staff from having to put anyone on hold, attends to the patient who is present and gives the patient an idea of where to go and what to do.

SERVICE-SPECIFIC SIGNAGE

Perhaps you have a “wall of fame” that highlights successful patients who have completed a vision therapy course, finished an orthokeratology fit or received their first pair of glasses. This display creates personal interest while educating the viewer about your services.

Another option is to have signs in your exam lanes that show pictures of dry eye or the effects of glaucoma. Include information about your practice’s ability to assist patients with these conditions.

IN PRACTICE

In my practice, staff members observe that some patients simply want to be told what to do or where to go instead of relying on you or your staff for information. Create classy ways of displaying signs that guide your patients in a variety of settings. OM

DR. WESLEY 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.