For those of us who offer optometric specialties, such as low vision and myopia control, among others, we often depend on patients from outside the practice for these specialties to thrive. To attract such patients, we commonly seek speaking engagements at community centers, retirement homes and schools, and we turn to our practice’s social media platforms, such as Facebook and Twitter, to get the word out about how we can help patients. Additionally, we usually need to garner referrals from other health care providers, including our fellow O.D.s.— something often easier said than done, as some optometrists express concern that the patient won’t return to their practice.

Typically, I find that referring a patient to a specialist internally (within the optometric world) is beneficial to the patient, as he experiences a continuity of care. Research shows that patients who receive continuity of care have better healthcare outcomes, higher satisfaction rates and that the health care they receive is more cost-effective, according to a recent British Journal of General Practice study.

For the referring optometrist’s part, making one or more referrals could garner patient loyalty: After all, if the referral is a positive experience, the patient will be impressed with the referring doctor’s commitment to his care, making him want to stick with his primary eye care provider, should an additional need for an optometric specialty arise.

So, how can optometry-to-optometry referrals be successful for all involved? As someone who offers a specialty in dry eye disease and has succeeded in such referrals herself, I offer these tips:

SPREAD THE WORD

Optometrists should be active in their local optometric organizations. Specifically, they should offer to help with events, give lectures on the benefit of their specialty to patients or volunteer. This profession is a very small world. If O.D.s start to put themselves out there, they will naturally generate relationships with colleagues and, hopefully, become known as the local expert in their specialty.

For example, I recently lectured at the Cincinnati Optometric Association (COA) zone meeting and then hosted a CE workshop for COA members in my practice. This allowed me true connection and trust-building with my colleagues.

ASK FOR A BRIEF ONE-ON-ONE MEETING

Getting one-on-one time with any doctor is difficult, but it is necessary to open the door to referrals. To be respectful, specialist optometrists should call the doctor ahead to set up a specific time to meet or chat via phone vs. just presenting to the practice unannounced. We know all too well that clinic time is precious.

In making the request to meet with the potential referring optometrist, the specialist O.D.s should assure the doctor she is interested in collaborating with him to provide their patients with the best care: The potential referring doctor needs to know at the outset, that the specialist optometrist has absolutely no interest in poaching patients.

If local O.D.s seem interested in my services, I offer to hand deliver any information and marketing materials myself. This has proven very well received!

PROVIDE PROOF OF YOUR SKILL IN THE SPECIALITY

This can be accomplished through the specialist O.D.’s CV, brochures on the practice and service provided and pricing structures. I have found that “swag bags” filled with this information and, possibly, bonus items, such as branded pens, add an extra level of professionalism. Specialist optometrists want to give the potential referring O.D. complete business transparency and set proper expectations. Additionally, specialist optometrists should reaffirm that the potential referring O.D. can trust her to return the patient to his care.

Regarding the “Swag bags,” my personal approach is comprised of a canvas bag filled with office pens, a full business card holder, referral tear-off sheets and pricing breakdown and brochures on my services, neatly tucked in to a folder. The bag, pens, card holder, folder, etc. are all branded with my practice’s name, “Eyecare on the Square.”

COMMUNICATE WITH THE PATIENT/REFERRING O.D.

When the referred patient presents for his appointment, the specialist O.D. should make clear that her role in the patient’s care is as a specialist, so the patient knows that the specialist O.D. will be returning him to the care of his primary eye care provider (the referring O.D). (Nothing will set fire to a practice faster than going back on one’s word and breaking a trust with local optometrists.) Specialist optometrists should make the referring O.D. aware of this conversation and of the progress and data related to the patient. Doing so shows the referring O.D. that the specialist optometrist is a trusted colleague. Not only do I explain to the referring doctor and patient that the patient will be flagged to be unable to undergo a comprehensive eye health exam at my office, but my actions prove this when the patient returns to the referring O.D. months later for his annual exam.

Something else to keep in mind: Many doctors become delighted hearing about patient improvements. Also, this communication is a form of marketing: The more the specialist O.D.’s name is out there, the more he or she becomes synonymous with the specialty. The goal is for the specialist O.D.’s name and practice to become the first thing doctors and patients think of when a need for the specialty arises.

Once the specialist optometrist proves her trust, word should spread among the previously mentioned small world of eye doctors. If the specialist O.D. treats patients effectively and sends them back, it can help to build both practices. This is how we elevate our profession.

Since I have formed connections with my referring doctors, many of them request a quick call or text for summary on how the referred patient is faring. Also I fax the exam summary to their offices.

UNIVERSALLY BENEFICIAL

When done well, this coordination reflects well on both doctors, from the patient perspective. If we can get beyond scarcity mindset, O.D.-to-O.D. referrals are universally beneficial. Let’s raise the patient experience and promote optometry as a whole. Update your sunglasses because the future is bright! OM

DR. ROSE practices at Eyecare on the Square in Mariemont, Ohio, where she specializes in dry dye disease. She completed a residency at the Cincinnati VAMC Eye Clinic and is a member of the AOA, Ohio Optometric Association and the AAO.