CLINICAL

  DIVERSIFY YOUR PORTFOLIO

GAUGE PATIENT WANTS

DETERMINE WHETHER PATIENTS DESIRE HIGH-TECH, HIGH-TOUCH OR BOTH

JEFFRY D. GERSON, O.D., F.A.A.O.

OPTOMETRIC PRACTICES have more technology than ever before: tear analyzers, wavefront aberrometry and OCT are just a few examples of devices that have streamlined patient management and, thus, scheduling. When it comes to patients, some desire high-tech, high-touch or both. To maintain a healthy patient base, determine each patient’s inclination.

THE HIGH-TECH PATIENT

He or she, wide-eyed, usually utters, “wow” when placed behind a digital/automated phoropter controlled via digital tablet. This patient also marvels at progressive lens measurements done via a fitting device vs. a PD stick. A digital image of the retina or an OCT is another example of using “high tech” that “wows” these patients as a complement to your clinical exam.

The bottom line is that the high-tech patient shares your appreciation for technological advances in eye care.

THE HIGH-TOUCH PATIENT

This individual may be heard lamenting about the loss of “the good ol’ days” when “times were simpler.” This patient may not be impressed by the electronic VA charges that often replace the time-honored projector used for an acuity chart.

He or she wants the doctor to be more hands on and less reliant on technology. The perception of a doctor spending time to do a task that requires skill trumps the perception patients have of someone other than the doctor doing the same task with some “new fangled gadget.”

In some cases, this may just be the doctor doing tasks that others may delegate to staff, like frame selection, contact lens training or even performing pre-testing. Simply explaining ophthalmic lens coatings, medications prescribed or even medical conditions is sometimes done by staff, but may be perceived as higher-touch when done by the doctor.

USING THE ENCOUNTER

If a patient responds favorably or unfavorably to technology, consider noting it in his or her record so the patient’s next practice visit is more enjoyable.

It is up to us to make our patients feel comfortable. We can’t assume they will share our enthusiasm for technology. We need to make sure every patient is satisfied with the level of care received, no matter how cutting edge or “old fashioned” it is. OM

DR. GERSON practices at Grin Eyecare in Olathe, Kan., a full-scope combined O.D./M.D. practice. Email him at jgerson@hotmail.com or visit tinyurl.com/OMcomment to comment on this article.