The Entrepreneurial O.D.
Show Patients You
Really, Really Care
Neil Gailmard, O.D., M.B.A.
We’ve all heard that to succeed under managed
care, we must shorten our exams. That means we must delegate more tasks
and fully utilize automated instruments. But how do we do this and not
make our patients feel like they’re simply another pair of eyeballs we’re
churning through the assembly line?
Here’s how: Analyze your exam room behavior to
be sure you convey a caring attitude. It will set your practice apart.
In my practice, I see patients every 15 minutes.
Yet, we make them feel like I have all the time in the world for them.
I do this without taking away from the thoroughness of the exam. Personal
skills are key to good doctor-patient communication and efficient time
management. Here are 10 key behavior points that I consider to be an important
part of every patient encounter.
1. Smile.
This may seem trite, but a smile is an extremely
powerful tool. Many optometrists put on their most serious face when they
enter the exam room. Perhaps they think they’ll impress patients with their
super-scientific approach. Smiling may be something you have to work at.
2. Shake hands.
Offer your hand as you introduce yourself for the
first time, or as you say hello to a returning patient. It does not matter
if the patient is young or old, male or female.
3. Talk non-optometry first.
Always start the conversation by saying something
that has nothing to do with the reason for their visit. Talk about the
weather, or sports, or
a mutual friend, or even the patient’s job. Be
involved, ask questions about the patient.
4. Say the patient's name.
Many people avoid using names altogether, but you
can’t form a relationship without saying a person’s name. People like to
hear others say their name. Over do it and it sounds phony. Make an effort
to pronounce names correctly when you first greet the person. If you’re
uncertain of the pronunciation, just ask. Your staff can help by writing
the name phonetically on the record. I use the first name if the patient
is my age or younger, and a title if the person is older, unless the patient
tells me otherwise.
5. Wash your hands in front of the patient.
This may seem too obvious to list, but there it is.
There should be a sink in every exam room, and you should make a point
to wash in front of each patient. It’s good hygiene for any health-care
practitioner. And it makes your hands smell good.
6. Explain tests as you do them.
Sometimes we forget to do this because the exam is
so routine to us. It is not routine to the patient. Simply explain what
you are looking at or measuring.
7. Summarize the exam when you’re done.
Review and name every test, even the ones the technician
performed. State if it was normal, or perfect, or excellent. If a test
is abnormal, explain why. A list of tests impresses the patient, and serves
as a good reminder of the thoroughness of your exam.
8. Give treatment options as well as your personal
recommendation.
Don’t try to guess the patients’ interests or financial
ability. List the viable options to treat the problems you’ve diagnosed.
Always address the symptoms the patient came in with. Eyeglasses are still
an important treatment option, and it helps if you discuss lens design
at the chair. It’s a mistake when optometrists act as though dispensing
is beneath them. Patients don’t think glasses are trivial, unless we act
like they are.
9. Close by asking if the patient has any questions.
This indicates that the visit is over, but that you
are in no rush to get them out. Most likely the patients will not have
more questions. This is a good time to say, “If you ever have questions
about your eyes, don’t hesitate to call me.”
10. Say “thank you” when you leave.
Why thank the patient? Because he or she has selected
your office for eye care, and it’s important that you show your appreciation.
Patients can go elsewhere. It’s your job to make sure they don’t want to.
Dr. Gailmard is a practitioner and practice management consultant in Munster,
Ill.. You may send questions to reviewofoptometry@jobson.com
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