Is your practice paying low-trust taxes or reaping high-trust dividends?

“Widespread distrust in a society…imposes a kind of tax on all forms of economic activity, a tax that high-trust societies do not have to pay.” — Francis Fukuyama, economist

In a recent Forbes article, experts could not agree on whether we are in a recession. While I don’t claim to be an expert in economics, I can tell you that if we are in a recession, there is a bright and promising way through it. And that way, as Stephen R. Covey says, is to “Move with the speed of trust.”

Mr. Covey explains that in any crisis, such as an economic downturn, patients and customers limit their business and care to only those they absolutely trust. When patients trust the OD and their team explicitly, they keep appointments, buy more product, are generally more compliant with instructions/prescriptions and, thus, achieve better outcomes. Conversely, when patients feel we are not trustworthy, they visit less (if at all), spend less, and are likely less compliant, often leading to poorer outcomes.

Fittingly, in his book, Predictable Results in Unpredictable Times, Dr. Covey and fellow author Bob Whitman ask, “Are you paying low-trust taxes or reaping high-trust dividends?”

TRUST IN PRACTICE

My favorite example of trust is the contact lens (CL) exam. With all the benefits of a good exam, and all that can go wrong with CL wear (ulcers, eye fatigue, headaches, blurred vision, etc.), why is there still confusion regarding its need?

I think it goes back to lack of trust. Someone downplayed the value of the CL evaluation at our patients’ expense. We correct that message by giving our patients an amazing CL-wearing experience. To do so, consider these five steps:

1. Show your patients what you are doing. We ask our CL-wearing patients to wear their lenses to their visit. We evaluate the lenses on their eyes and show them the results of all the measurements we take, such as endothelial cell count, topography, refraction, and external and internal photos.
2. Tell your patients what you are doing. We review the findings with our patients and explain what we did and why it matters. We celebrate the good news and, when needed, discuss how we can work together to create a better experience.For example, if we find that the lenses are causing any issues, we discuss these issues and explain how we plan to fix them (for instance, prescribing a more breathable lens to provide better comfort and vision).
3. Make any changes that can improve vision, show the patient, and then celebrate the results. We know that even a quarter diopter change can make a world of difference in vision and symptoms of eye fatigue. I am an example of this in my multifocal lenses.
4. Teach your team the things discussed above. Be consistent with every patient, making certain they all have the same amazing CL experience.
5. Listen to your patients’ concerns. Then, before the visit is over, repeat back to them how you addressed their concerns and why that yearly CL exam is so important.

CHANGING PATIENTS' LIVES

I love being able to change patients’ lives for the better, and I love that you and I can continue to thrive despite the economy. When we continue to work on trust-building behaviors in our practice, everyone reaps benefits. I will be teaching this concept in a workshop at SECO 2023. Stop by — we will learn new ways to build trust together. OM

Email: april.jasper@pentavisionmedia.com

Twitter: @DrAprilJasper

Facebook: @OptometricManagement