By Vania Yip Bae, OD
March 17, 2021
In the age of the online optical and big-box retailers, some patients want an experience in their eye doctor’s office that provides the kind of experience they could expect in any high-end business, be it a store, restaurant or a day spa. I have experience working in a practice that offers just this kind of experience.
Here is what “white glove” service in optometry means, along with tips on what your practice needs to provide to meet that standard.
What Does “White Glove” Mean in Optometry?
A “white glove” practice is one that meets the highest standards of cleanliness, provides a concierge-like atmosphere, and has the latest technology in eyecare. This kind of practice tends to appeal most to patients who are highly educated, detail-oriented and have higher income levels. These patients have typically already researched online the eye health or visual issue they are experiencing, and are looking for the latest and greatest in solutions and technologies to address that issue.
Once they get to your office, they expect to receive a comprehensive exam that is tailored to their unique needs. That high level of custom care has to be coupled with a personable, engaging chair-side manner from start to finish. The patient has to feel they are considered special in your office rather than just one of many.
What White Glove Looks Like In the Patient Journey
To give you an idea of how white glove service would play out in the patient experience, here is how it worked in the white glove practice where I was an associate.
A typical patient visit started with a warm welcome at check-in with confirmation of the patient’s insurance. Pre-COVID, patients could help themselves to coffee or tea in our reception area. The patient was then greeted by our technician who led them to the pre-test area. The tech succinctly explained the purpose of each machine and guided the patient through pre-testing. The patient was then set up in the exam room for me. I went in, greeted the patient, asked them about their day first and chatted before going into their chief complaints. I used this time to observe their mannerisms. Much of the exam was tailored toward what I sensed of the patient’s personality. Are they the to-the-point efficient type, or are they the anxious type who requires lots of reassurance? I geared my communication style to what I thought would be most well-received and heard by each individual patient.
Since white glove practices tend to mostly attract individuals who spend the majority of their work life in front of a computer, I screened every patient for digital eye fatigue and dry eye. Most of my patients did not realize the discomfort they were having while using their computer was not normal. I spent time talking about the meibomian glands, how to care for them and even showed patients an interesting video on meibomian gland expression. This visual tool would usually elicit a shocked verbal response from the patient – an indication that the patient was more motivated to take responsibility in caring for their dry eye. If the patient was a contact-lens wearer, I would discuss daily disposables as a great option for those experiencing dry eye.
Lastly, because we did Optos on every patient, I spent time reviewing the images with the patient. I pointed out basic anatomical structures and how they are affected by diseases like diabetes or glaucoma. The patient was usually delighted by the Optos imaging. Some patients even took pictures of their retina on their phone. Having the latest technology adds a wow factor for the patient. As we concluded the exam, I walked the patient out, pausing at the artificial tears “showroom shelf” and showed the patient the drop I recommended. I would leave a bottle of those drops at check-out.
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Approximately 85 percent of our patient population worked at a computer and had dry-eye symptoms. We carried an artificial tear brand that is only sold through private practice. The line has different formulations for various states of dry eye, from mild to severe. I advised patients to keep a bottle by their computer so they would be reminded to not only instill them but to also take a visual break. Our patients loved these drops so much that we often ran out and they would call us to make sure we had it before stopping by.
I then walked the patient to the optical and introduced them to our optician – “our expert in eyewear,” and told the optician about the patient’s lifestyle needs before saying goodbye to the patient with a cheerful “See you in a year!” (or whenever I told them to return).
Hone Communication & Interpersonal Skills to Deliver Needed “Chair-Side Manner”
An OD with a social personality, solid communication skills, who is sensitive toward the needs of others, is a great fit for a white glove office. In addition to innate sensitivity toward others, ODs in a white glove practice need to be team players who are able to work with the practice’s other doctors and support staff to create a deluxe total patient experience. It is necessary for the front desk, optical and ODs to work seamlessly with each other. We had many patients tell us how much they loved every single aspect of our office, from front desk to optical, and that they could tell “we like each other.”
I strive to be as personable as possible toward each patient in the office. I have had many experiences of my own at medical offices where the physician was cold and unapproachable and even visibly irritated when I had questions. It is my goal to strip away that kind of experience and reinvent the patient experience to be more relaxed and fun while being educational. I am also very much a team player who loves to have fun at the office while getting work done. It makes for a much better atmosphere, and patients sense that.
Vania Yip Bae, OD, practiced at Eyebar Boston and South End Eye at the time the article was written. She currently practices with Kocheye Associates in Providence, R.I. To contact her: vaniayip@gmail.com
