NEW PRODUCTS, TECHNOLOGY AND YOUR PATIENTS

EDUCATE PATIENTS ON THE “WHY”

CREATE A TRAIL THAT LEADS TO SATISFIED, INFORMED CONSUMERS

Whitney Hauser, O.D., Memphis, Tenn.

AS A MOTHER of three children and a professor to hundreds of budding young professionals, I’m constantly asked “why?” Answering that universal question can be both satisfying and exhausting. (Thus the birth of “Because I said so.”)

We’ve all been there. A woman asks question after question about her new vitamin supplement, and all you can think about is the five other exam rooms with restless souls waiting for your care. Pressed for time, do you stop your day and dive into journal articles online to put her mind at ease, or do you redirect the line of inquiry to products you are already familiar with? Many of us would choose the latter route, leaving the patient scratching her head as she checks out at the front desk. With almost half of our patients’ questions potentially going unanswered (See “Inhibitors to ‘why’” P. 21), we run the risk of leaving them unsatisfied and uninformed. Those are two characteristics that often sabotage patient retention and increase “lost-to-follow-up” statistics.

What if we beat them to the punch? Rather than waiting to be asked “why,” what if we gave our patients a reason from the start?

BENEFITS OF “WHY”

Providing the “why” to patients educates and motivates them. One example of this is in patient compliance. Adherence to medical recommendations has plenty of stumbling blocks, such as the patient’s cognitive ability, his or her beliefs and cultural backgrounds. However, patients who report better interpersonal relationships with their doctors feel like active participants in their own care and, therefore, are more motivated to be adherent, according to “The Challenge of Patient Adherence” published in “Therapeutics and Clinical Risk Management.”

This motivation to buy in is another benefit of “why” particularly for innovative diagnostic tests and treatments, which may not be covered by vision or medical insurance. Also, if a treatment is covered through insurance, patients may have a high deducible to meet before services are reimbursed. This creates a situation in which the consumer must decide on the value of the services you are offering. Take the time to answer “why,” and patients will see the value. Many doctors worry they’ll look like “salesman” by doing this, but when something makes sense to the patient, there isn’t a sale at all.

START ONLINE

Ideally, the “why” explanation should start before the patient arrives at the office. Rather than selling a product or service during the examination, build an educational foundation for your patients on your practice website, which should contain up-to-date information about the products and services you provide.

How a product or service is described can intrigue a patient or turn him or her off. Words matter. The word “new” may be accurate, but consider that “new” to some patients may mean untested, which promotes a “wait and see” attitude. Skeptics are often sensitive to word selection. Rather than “new,” consider alternatives, such as “advanced,” “innovative” or “state-of-the-art.” For example: “The state-of-the-art OCT, a recent addition to our practice, provides your doctor with an in-depth image of your retina.”

PREPARE YOUR FRONT DESK STAFF

Once a patient crosses the threshold, it’s up to the humans to make it work. While some offices invest in pamphlets in the reception area or education pieces that roll on televisions — it is your front desk staff members who are your patients’ first point of contact.

To ensure they are ready, be certain front desk staff know the products and services you offer as well as your back-office staff. Bring them into the testing room, and let them try equipment out. Answering the “why” question to your staff members solidifies their buy in too, which is critical as they start the climb to patient acceptance. You would be surprised at the questions receptionists are asked each day by patients who won’t say a peep in the exam chair. Patients approach them with questions and concerns because they’re the least intimidating players in the office.

PASS THE BATON TO YOUR TECHS

Education continues with the technicians during pre-testing. I rely heavily on my techs to provide essential education pieces to patients. Here are the three key reasons I utilize them: (1) It saves me time in the lane, (2) it gives patients the information they’re seeking through human connection, and (3) it conveys to my staff that I have faith in them.

The techs aren’t just acquiring information on my behalf, they’re communicating facts along the way. The technicians are, in effect, dropping bread crumbs that will eventually lead the patient to the answer of “why.”

Your techs should start with the basics and create a solid foundation for us (the doctors) to continue to build upon. Techs can make the patients aware of some of the common causes of a pain point and how the body’s anatomy and physiology play a role. Once a point of concern is identified during the case history, such as, “I have to extend my arms to read,” this is a sign of presbyopia, so the technician should start a discussion on progressive lenses and multifocal contact lenses: “It sounds as if you may have presbyopia, which is normal and happens to everyone at some point. It is treated with specific glasses or contact lenses that ‘re-set’ your vision. As we age, parts of our eyes become more rigid and are less able to adapt to visual situations, for example, being less able to focus on a newspaper or novel at close range.”

END STRONG

When we enter the exam room, the patient continues his or her educational climb. Begin by acknowledging the technician. As an extension of the physician, giving credit to the tech says that you trust him or her and so should the patient. Now, summarize the findings, and paint a picture of what the data means for the patient’s condition. Use visual aids, such as models and diagrams, to illustrate benefits of a product or service. Images put the O.D.’s explanation into perspective where numeracy and literacy levels can fluctuate from person to person, according to “Strategies to Help Patients Understand Risks” published in the “British Medical Journal.”

After the comprehensive exam, a final treatment plan is recommended. This discussion should enumerate the benefits of the cutting-edge product or service that will provide the patient with relief. Use common language from the practice website and technician so that the patient can draw parallels from earlier information he or she has received, allowing him or her to feel confident and retain the repeated information you are providing. Also, when reviewing the advantages of a product or service, stick to the numbers and avoid descriptors like “high risk.” Use of absolute numbers is preferred, according to the “British Medical Journal” article. For example, “75 patients who had presbyopia bought progressive lenses, and 69 of them reported a successful outcome.”

SATISFIED CUSTOMER

If you’ve been to a golf tournament, or watched one on television, you’ve heard someone in the crowd scream, “you, the man” as a player drives the ball off the tee. Now is when I remind you, “you, the doctor!” After educating online, through your staff and providing a fantastic patient experience, it’s up to you to make it happen. Convey your “why” with purpose and fortitude. If you educate and follow with a confident presentation, you’ll be rewarded with a “yes” from your patient and, more importantly, a look of understanding. OM

DR. HAUSER provides clinical care for patients at TearWell: Advance Dry Eye Treatment Center and the Advanced Care and Ocular Disease Service at Southern College of Optometry. She also designs strategies for optometry and ophthalmology practices with an emphasis on dry eye care and cataract/refractive surgery. Dr. Hauser is an active board member of both the Ocular Surface Society of Optometry and Optometric Cornea, Cataract and Refractive Society. She is a consultant, speaker or board member for: Allergan, Akorn, Paragon Vision Sciences, BioTeck, BlephEx, TearScience, BioTissue, NovaBay, Lumenis, TearLab and Shire. Visit tinyurl.com/OMcomment to comment.