BUSINESS
SCRIPTOPEDIA
EXPLAIN THE CL EVALUATION FEE
IT’S ALL ABOUT THE DIFFERENTIATION OF SERVICES
MARK HINTON
A NEW contact lens-wearing patient presents for her annual comprehensive exam. The receptionist welcomes the patient and informs her of the co-pay. The patient replies, “Are you sure that’s right? I don’t think my last exam cost that much.” The receptionist answers, “Contact lens-wearing patients undergo a contact lens evaluation.” Annoyed, the patient replies, “But, isn’t that a part of my eye exam!?”
To prevent this situation, have your receptionist immediately identify the consumer as a contact lens wearer and explain the difference between this eye health evaluation and the comprehensive exam. If, however, the practice asks for co-pays at the exam’s end, you, the doctor should explain it. OM
RECEPTIONIST TO PATIENT
“Katherine, I see here, in addition to your eye health exam, we’re evaluating your contact lenses today. This is different than the eye health and refraction part of your office visit today because Dr. ______ has to use special equipment to ensure that the curvature of your eye and that your contact lenses are matched perfectly for your continued best eye health, comfort and sight. This is crucial because the lens needs to float on your tear layer and rotate with precision, so the tears and oxygen, necessary for a healthy eye, exchange back and forth through the lens. Even though Dr. ______ may prescribe the same brand of contact lens that you’re wearing now, he/she may change the diameter size or curvature of your contact lens, so you’ll experience healthy, comfortable and sharp sight. Make sense?”
DOCTOR TO PATIENT
“Katherine, I’m evaluating the fit and movement of the lenses on your eyes, which is different than the eye health and refraction part of your exam today because I need to use special equipment to ensure that the curvature of your eye and that your contact lenses are matched perfectly for your continued best eye health, comfort and best sight. This is crucial because the lens needs to float on your tear layer and rotate with precision, so the tears and oxygen, necessary for a healthy eye, exchange back and forth through the lens. Even though I may prescribe the same brand of contact lens that you’re wearing now, I may change the diameter size or curvature of your contact lens, so you’ll experience healthy, comfortable and sharp sight. Make sense?”
MR. HINTON is CEO and president of eYeFacilitate. Email him at mark@eyefacilitate.com, or to comment on this article, visit tinyurl.com/OMcomment. |