Within the span of a few decades, the uninformed patient has evolved into the educated consumer. And in this age of high tech and higher efficiency, the idea of an ophthalmologist explaining every detail of a surgical procedure using a plastic model of the eye seems downright quaint.

Patient education is essential to satisfactory outcomes and the building of patient confidence. At the forefront of the physician-patient relationship is the physician’s ability to deliver information through the most powerful and effective media possible without slowing down an active practice or breaking the bank on too much cost.

Which choices fit the bill in an office setting? Print products are widely available, but may have limited appeal to a sophisticated and perhaps jaded audience. Many practices find that videotapes, CD-ROMS and laser discs provide an exciting and effective high-tech supplement to patient education. Consider these ideas and options as you gear up your practice.

First, remember that certain characteristics of human cognition have developed into basic tenets of marketing these days. Among these is the increased retention of messages presented in multiple media. The impact of the written word is magnified by sound and image. Mix in user interaction, visual novelty and entertainment value, and you have the stuff on which huge industries are built — education, publishing, broadcasting and marketing itself, for example.

Most physicians who use multimedia patient education materials agree that new media, when used properly, are readily accepted by patients and beloved by staff. New-media educational products are available to help explain many common procedures and conditions.

These products have earned some avid proponents, whose experience may provide insight into how this type of approach works and why it succeeds.

For example, some ophthalmologists use systems from Houston-based Infotronics, a subsidiary of American Medical Communications. The firm has developed more than 100 programs designed to streamline ophthalmic patient education, with topics ranging from dry eye and conjunctivitis to laser in situ keratomileusis (LASIK), photorefractive keratectomy and other surgical procedures.

Whether you use Infotronics products or some other type, remember that all new media should be designed to help leverage your time by providing your patient with well-researched, accurate information presented in a compelling and organized format.

Predictably, the most effective approach is a media mix: the laser disc systems on site in the office, and CD-ROMs and videotapes that can reach a wider audience.

When a patient calls the practice to find out more about a refractive procedure, for instance, a videotape or CD-ROM can be mailed out and followed up with a phone call to schedule an appointment. Laser disc or videotape programs shown in the reception or drop areas tend to reinforce these messages.

In effect, you educate patients about the procedures they’re receiving, and about other procedures that you offer. The result is greatly enhanced comfort and confidence — which is especially important to the new physician and new practice.

"About 90% of the time our patients say they’re more confident about undergoing a procedure after viewing these programs," said Micki Kaminski, an assistant at Medical Surgical Eye Care in Kansas City, Kan. "Because they’ve seen the laser disc presentation and have discussed the procedure with the doctor during their visits to the clinic, they know what to expect and are more comfortable.

"With the popularity of the refractive procedures, we’re finding the prospective patient audience to be fairly sophisticated. These patients want as much information as possible before considering a procedure. Then, once they decide to undergo surgery, they want to have a good idea about what happens post-operatively."

At Tri-Lakes Eye Center in Branson, Mo., patients have commented about how much they appreciate the center’s use of a laser-disc-based education system.

"Mainly, they appreciate the doctor showing them what will happen during and following surgery," said technician Paula Knowles.

At North Texas Ophthalmology Associates in Wichita Falls, Texas, three physicians see more than 400 patients a week. The clinic has 14 patient education systems, one in each examination room. Administrator Ron Hill credits the flow of this growing practice to high-quality patient education.

"We’re seeing tremendous results with these systems," Hill said.

Beverly Pinelli, medical assistant to Drs. Jeffery Koziol and Monica Thoms at Advanced Eye Care in Arlington Heights, Ill., said her practice shows a video program to patients before cataract surgery. "Watching that video brings up questions they can ask the doctor prior to leaving the clinic," she said.

Patients are given a kit containing a video reminding them of which activities can be continued and which can’t be during the post-operative period. It spares them anxiety and you needless phone calls post-operatively.

Many physicians customize take-home tapes and disks with a personalized greeting, plus the address and phone number of the practice. Once the patient makes a decision to undergo a procedure, he has the phone number at this fingertips.

When used as part of the informed consent process, new-media programs also serve as effective risk-management tools.

"You know what information patients have received and the physician can then answer questions and go over the consent form," Hill said. "The consent programs, like the other patient education programs, use common, ordinary terms. And we no longer have to read every word of the consent form to assure understanding."

These same programs can also provide good information for members of your staff. A better-informed staff can provide more efficient patient service, whether taking phone calls or assisting with insurance claims.

Remember that today’s patients tend to shop around for the health care they choose.

A positive experience in your office and access to accurate information will create the confidence they’ll need to develop a long-standing relationship with you and your practice.