By Nathan Bonilla-Warford, OD
Valentine’s Day, a day set aside to show affection, was this week. Thousands of optometrists went above and beyond to let their husbands, wives, or “significant others,” know they are appreciated. They may have given flowers, chocolate, hand-written notes, jewelry, or simply some extra time alone. While most people routinely try to show loved ones they care, Valentine’s Day is a chance to do something special.
Likewise, although optometrists make an effort to let their patients know they care about them, it is a good idea to occasionally set aside some time to do even more than usual. After all, the relationships that doctors establish with their patients are the foundation of the optometric practice. And, like romantic relationships, it can be possible to start to take wonderful patients for granted. Not because optometrists don’t care–we do–but because we are busy, have many things on our minds, and have a big responsibility of caring for our patients’ eyes and vision.
Here are some ways to let patients know you care:
Send a Letter – Optometrists routinely send postcards, letters, newsletters and e-mails when we need something. It could be that we need them to come back for a follow-up visit, or we want them to know about a new technology or service we offer. But when was the last time you sent a “thank you” letter to your established patients just to say it is an honor and pleasure to care for them and be a part of the community? You could include a small gift or gift card–as long as it is not promotional, like a refrigerator magnet.
Patient Appreciation Day – Although it takes more work than writing a letter, hosting a patient appreciation event can be fun and builds bonds between patients and the practice. Host an event with food and drinks, giveaways, contests and discounts. While a trunk show or other sales event can be included, make sure patients know they can come and have a good time without purchasing anything.
Surprise Them – On a regular basis, skim the local newspaper or community magazines looking for weddings, birth announcements, graduations, or other special achievements of established patients. Send a card congratulating these patients and wishing them the best. Do not tie it in with any sales or events; just keep it simple and personal.
Ask Their Opinion – Patients feel special when they are made to feel genuinely involved. While you may already be using a mail or internet-based survey tool, patients appreciate the personal touch. Select a few patients and call to thank them for selecting you, explain that their satisfaction is the single most important thing to you, and ask them if there is anything you could do to improve your service. Do not delegate or read from a script.
Don’t Forget the Basics – All of the things above and more will not work if the patient doesn’t feel you are genuinely interested in them. No matter how hectic it gets, always try to make the patient feel they have your full attention. This includes:
• Listening attentively when the patient is talking.
• Making eye contact.
• Using their name in a comfortable, respectful way.
• Smiling
• Acknowledging issues like mistakes made and running behind schedule.
• Keeping the office and staff appearance clean and professional.
So this Valentine’s Day week, consider doing something special for those wonderful people in your life–your patients. It could be something big or small, but just something different than usual to let them know you care about their comfort and satisfaction with your practice. (And, just, to be perfectly clear, I’m not talking about inviting one of them to a candle-lit dinner or any other “extra-curricular” activities!)
Nathan Bonilla-Warford, OD,of Bright Eyes Family Vision Care in Tampa, Fla., is a graduate of Illinois College of Optometry. He is a member of the American Optometric Association, and is past president of the Hillsborough Society of Optometry, as well as chair of the Children’s Vision Committee of the Florida Optometric Association. To contact him: Doc@BrightEyesTampa.com.
