IF FEELING GUILTY INTERFERES WITH YOU DOING YOUR BEST JOB — YOU NEED HELP

IT’S TIME to psychoanalyze our profession. It’s evident that an inordinate amount of us have some significant “issues” that need addressing. Countless times our consultants have heard worrisome comments like:

1. “My practice is different.”
2. “My staff isn’t like others.”
3. “That strategy might work in other practices, but not here.”

A common thread through all these comments is that patients frequently say, “no:”

“No, I’m not getting my glasses from your practice.”

“No, I don’t want those glasses. I just want what my plan covers.”

“No, I don’t want that extra test if I have to pay for it.”

When our consultants offer solutions, practitioners respond with one or more of the above three comments as psychological shields to protect themselves from the bigger issues.

For example, in an effort to get patients to try daily disposable contact lenses, we might suggest the doctor offers them first vs. second. To that a doctor would say, “That strategy might work elsewhere, but it won’t work here.”

So, how do we get patients from “no” to “yes,” given that so many doctors reflexively use excuses to protect their inner “issues?”

TIME FOR TOUGH LOVE

It’s time for a reality check and some tough O.D. consultant love.

It’s not your fault your patient has myopia and glaucoma, no insurance, seven kids, a recent divorce and an overdue mortgage. Similarly, it’s not your fault that OCTs cost money, drugs are expensive, contact lenses aren’t free, newer and better eyeglass lenses cost more than older lenses or that your staff wants to get paid. This is not advocating you become driven solely by profits. It’s meant to illuminate that which, mysteriously, still isn’t as obvious as it should be — that our No. 1 priority is to take great care of our patients’ ocular well-being, regardless of what it might cost the patient. Period.

Feeling guilty about a patient’s non-eye personal challenges isn’t to be ignored. It’s being human. But if it interferes with you doing your best job — you need help.

Getting past the O.D. guilt gets you from “no” to “yes” because it gives you “permission” to tell patients exactly what your best recommendation is to fix what is wrong and to use direct words instead of offering wishy washy “options” or “suggestions” because of fear of rejection.

Similarly, in setting fees or deciding whether to participate with an insurance company, the “my-practice-is-different” mentality can lead to discontinuance, due to fear of being seen as selling, or price manipulation, due to an expectation about a patient’s ability to pay, respectively. The solution to the above conundrum?

CONTINUE TO DO WHAT IS BEST

Deal with the pain of rejection, which will continue as you do what is best for every patient every time. The few wins you will eventually get will help reverse the cycle and prevent the inevitable burnout that eventually accompanies the recurrent losses.

The wins will lead to more and will get you back in control of your practice, instead of letting it be run solely by your staff or the perceived expectations of your patients.

Suck it up doc, and do your job. We still love you. That’s why we’re giving you this advice. OM

DR. GERBER is the president of the Power Practice, a company specializing in making optometrists more profitable. Learn more at www.powerpractice.com , or call Dr. Gerber at (888) 356-4447.