Office Environment

Seven Ways to Improve the Patient Experience

Amir Khoshnevis, OD

Today’s complex, automated optometric practice can sometimes create a less-than-perfect patient experience. While I firmly believe optometrists deliver exceptionally personalized, relationship-based care to our patients, I can also admit that we sometimes need to get back to the basics of good customer service. Here are seven simple steps to improving patient experience in any optometric office.

Receptionist: Hire for personality. A genuine smile and eye contact goes a long way.

Greetings: Create a culture of respect. Have your staff greet people the same way you would want your parents or grandparents greeted. “Welcome to our practice, Ms./Mr. Patient!” will set the stage for our team to perform.

Waiting for doctor: Inform, update, address needs. Never let people sit around wondering if you’ve forgotten about them. This is true for your patients on the phone as well.

The “air-puff”: The most feared and memorable test…let it go. Use it to punish your staff or children! Consider using the Icare Tonometer or Tonopen for screening, or just use your Goldmann in the room. You may love your NCT, but it is acting like a forcefield around your office…a patient repellent, if you will.

Sales pitch: Don’t up-sell. Start with the best and “down-sell” as needed. No patient or consumer appreciates the process of sales, especially if you’re starting at the bottom (basic lenses) and working up one option at a time (materials, treatments, etc). Bundle lens and treatments based on lifestyle needs and simplify the process for your patients. When and if the patient objects to the treatment plan, reassure and discuss the value and benefits. If you’ve exceeded the patient’s budget, eliminate or substitute one option at a time.

Delivery of products: Make only the promises you know you can keep. If you are not certain of turnaround times, avoid promising a shorter turnaround time in order to make a sale. In this arena, try to under-promise and over-deliver.

The Goodbye: Make it even nicer than the greeting. At check-out, consider asking every patient, “How was your experience today?”If it was negative, you get a chance to correct the problem right away. If it was positive, they get to tell you how great you are. Win-win situation!

What recent efforts have you made to improve the experience of patients in your office?

Amir Khoshnevis, OD, founded Carolina Family Eye Care in 2003. He is a graduate of the Pennsylvania College of Optometry and is a Vision Source Administrator. Dr. Khoshnevis serves as a Professional Development Consultant for Alcon and lectures nationally on practice management topics. He also serves as a national committee member for Optometry Giving Sight, an organization he wishes to promote in his bio (humor never hurts). To contact him: drk@carolinafamilyeyecare.com.

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