If done correctly, you won’t be perceived as a salesperson

A colleague of mine recently filled in at a private practice in the San Francisco Bay area. One day, a disheveled gentleman, wearing tattered clothes, presented for an eye exam. At the exam’s end, she prescribed him glasses that were without beneficial features, such as non-glare. Do you think she acted as an eye care provider in this scenario or as a salesperson?

My colleague’s prescription was based on this gentleman’s appearance and, therefore, what she thought he could afford vs. what she thought he needed to achieve optimal vision. Because she placed her preconceived notion of this patient’s bank account above a pair of one or more glasses that could best serve him, I would argue that she acted as a salesperson — ironically, something all optometrists fervently seek to avoid, yet many inadvertently do in cases similar to this one.

So what can you as a new or recent graduate do at the outset to prevent this?

NEVER JUDGE

Treat all patients exactly the same, regardless of whether they present in a sleek Ferrari or they just got off the local bus. One way to accomplish this is to educate patients about all their options, be it glasses or contact lenses. I preface this action step by saying, “My responsibility to you as your doctor is to give you all the options that are going to work best for you.” As an example, most of my patients leave my practice with three different spectacle prescriptions: a full-time pair, sunwear and a hobby or computer pair.

In having this mindset, you set yourself up for providing the best care and products for each patient always, which is your duty as an O.D. When you become intimidated by patient characteristics outside of this duty, you do a disservice to your patients and your business.

PROVIDE THE “WHY”

Use your clinical and refractive findings to support your prescription.

For example, if you are seeing neovascularization, explain to the patient why a more moisture rich, oxygen-friendly contact lens is best for the patient, keeping in mind the proper lens replacement schedule.

ASK QUESTIONS

When a patient presents for their annual exam, ask them what they do and don’t like about their current glasses and/or contact lenses. Just because a patient isn’t complaining about their current eyewear doesn’t mean that they’re not having a problem or two that you may be able to solve with a new pair of glasses or contact lenses.

Asking such questions also shows your patients that you genuinely care about their comfort, which binds them to your practice while dispelling any notion that you’re out to sell.

THAT PATIENT

The gentleman mentioned above purchased the glasses my colleague prescribed for him. Not long after, this colleague discovered that the gentleman was a prominent and well-off member of the tech world. There’s no doubt he has friends who wear glasses. If he discovers he could have had a better pair or pairs of glasses, do you think he’ll return to that practice? OM

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DR. O’BRIEN is the owner and optometrist at Denver Eye Care & Eyewear Gallery in Denver, N.C. She is heavily involved with student programming through the private practice clubs and Vision Source NEXT program and works with iCare Advisors as a consultant to help others pursue their cold-start private practice dreams.