BUSINESS
SCRIPTOPEDIA
THE RETINAL SCREENING
HOW TO PRESENT IT, WHEN INSURANCE DOESN’T COVER IT
MARK HINTON
THE phrase “It’s all in the presentation” is particularly true when offering services not covered by a patient’s vision plan. Fail to immediately provide the personal benefits associated with the service, and he or she isn’t going to say “yes.”
Here are scripts to increase the likelihood of patients saying “yes” to a baseline retinal screening. Within one week, assemble your team and ask them to write their stories of why patients choose retinal screenings. Then read it together, revise and refine, and practice until the team has it memorized. OM
RECEPTIONIST
“Hi Janet, welcome to the practice! This document (See “Retinal Screening Education Sheet”) explains why the doctor uses an image of your retina every year in an effort to sustain your best eye health for life. This screening is not included by your vision plan provider, so your cost is $______. We’ve found that other patients feel it’s a small contribution to have peace of mind that their eyes are healthy. If you have any questions after reading it, I’m happy to answer them.””
TECH
“Janet, I see you did not accept the retinal screening today. As a new patient to the practice, I want you to experience and understand the importance of the retina screening. This instrument also allows you to see an image of the back of your eyes so you can more easily understand and visualize the health of your eyes. We feel that this is such an important part of the exam.“
Example Retinal Screening Education Sheet
As your eye doctor, we accept and value your trust in us to care for your eyes, very seriously. Our No.1 goal is to provide you a lifetime of healthy eyes and sight. Our focus and intention is to provide a level of care that exceeds your expectations.
These images and evaluations are the most important part of your internal eye health examination today and aid your doctor in reducing your risk of common vision loss. The screenings are fast, efficient and comfortable.
Your $XX.00 fee for your imaging is not covered by insurance and will be added to any examination fees, deductibles, or co-payments that you may be responsible for at today's visit.
If we detect disease early, it is far easier to treat and manage. Thank you for partnering with our eye health team to meet our No. 1 goal for you today, providing you a lifetime of healthy eyes and sight.
| 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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