Doctor Patient Relations

What Do Patients Want? Really!

By Ally Stoeger, OD

Over the past 25 years, we have seen a trend where optometrists often are no longer involved with the optical product end of the eyecare field. This fragmentation has been accelerated by massive retail advertising. In many practice venues, optometrists simply write an eyeglasses prescription based on their refraction and have no further involvement in the optical process.

Along with this trend towards fragmentation, there has also been a revolution in frame and lens technology. There is enormous complexity and choice in terms of lens materials and designs. More than ever, patients benefit from the detailed understanding of optics that an optometrist has. Without proper guidance, patients may seriously overspend on products they don’t need, or may not be informed about products that could substantially improve their visual performance.

A few months ago, I opened a new independent practice. It’s high-tech in terms of exam equipment, but “old school” because I’m a solo practitioner and consider my optical care to be just as important to my patients as my medical care.

I have found a significant number of medical conditions my patients had not previously been diagnosed with. They’ve been grateful that my exam was thorough enough to detect important medical issues.

But here’s what I have found makes patients’ eyes “light up”: I talk to them about their eye health, their prescription needs, their lifestyle–and I translate that information into how they can best benefit from exciting new frame and lens technology (I also make sure I alert them to more basic options if they are not likely to benefit from newer technology or if budget is an issue). I don’t just hand the patient over to my optical assistant–I work closely with her. And I make sure the patient knows that if they have any optical questions or problems, my assistant and I work as a team.

I am optically accessible.

Does telling your patient that they are a glaucoma suspect and need additional testing make them happy? No. It might be necessary, but it does not make them happy.

Does talking to your patient about which frame and lens options will make their life better make them happy? You bet. Because for most patients these days, no one else has ever done this for them before. Once you connect the dots for them, patients realize what they have been missing because of a fragmented approach to their eye and vision needs.

There is no competition for this niche–not big box retail; not online retail, and not even other independent eyecare practices where doctors are no longer current, or no longer care, about optical.

A coordinated approach to eyecare makes perfect sense to me as the best possible care for my patients. But, more importantly, it’s what patients want.

Do you take the time to learn patient needs and expectations, and to educate them about their eye health and vision needs? What are some of the ways you do this?

Ally Stoeger, OD, was a founding and managing partner of a multi-doctor practice and has recently opened a new practice in Gainesville, Va. Contact: ally@realpracticetoday.com. You also can follow Dr. Stoeger on Facebook at http://www.facebook.com/gheyedr.

To Top
Subscribe Today for Free...
And join more than 35,000 optometric colleagues who have made Review of Optometric Business their daily business advisor.