Creating Converts and Enthusiastic Referrers

These refractive surgery practices enjoy exceptional conversion percentages and better than average referral rates. Learn the tactics that are working for them.

By Erin Murphy, Contributing Editor

When a good refractive surgery candidate visits you for the first time, how confident are you that he'll decide to have his surgery at your practice? And how sure are you that he'll be so delighted with his visual outcome and his entire surgical experience that he'll happily refer others?

According to the practice owners we interviewed, conversions and referrals are the lifeblood of a refractive surgery practice, so they don't leave these critical factors to chance. By studying the market and reviewing their own experiences, they've discovered some key strategies to improve their odds of increasing conversions and referrals. Their insights could benefit your practice, as well.

Top 8 Conversion Strategies

In a shaky economy, when elective refractive surgery volume drops, the practices that consistently turn phone inquiries into scheduled surgeries are the ones that survive.

Here are some of the strategies that are working for the successful practice owners we interviewed:

1. Generate quality leads. "In my practice, we see 30 patients a day and convert 95% — a system we much prefer than seeing 80 patients per day and converting 20%," says Dr. Pascucci. "Our cost per lead has increased as volume has decreased, but we managed to show growth between 2007 and 2008 by concentrating on attracting patients who want LASIK, and doing a good job at converting them. I don't dabble in elective vision surgery. It's my priority, and those are the only people that visit my practice."

2. Test thoroughly. Before discussing any refractive surgery option, you need to know if someone is a good candidate. According to Dr. Jackson, his staff members take medical and ocular histories, perform pachymetry, wavefront aberrometry and autorefractions, and measure current eyeglass prescriptions before he meets with them.

3. Offer patient-preferred vision. At Alexander Eye Institute, in Appleton, Wis., the refractive counselor not only reviews test results, but also asks questions, such as, "What result do you want to achieve?" and, if applicable, "Are you OK with using eyeglasses for reading after surgery?" The answers guide the discussion and determine if the person is a good candidate for LASIK or another laser vision correction option.

4. Share actual outcomes. People want to know how others like them fared after an elective procedure. This knowledge bolsters their confidence in the procedure and the practice. "During our consultations, we share our outcomes, based on refractive errors before and after surgery, so that people can see how others with similar prescriptions did at our practice," Dr. Pascucci explains. "Patients see that we're open and honest. We also explain that we've used several of the laser platforms, and that we believe the Allegretto Wave® excimer laser is the most accurate, even for astigmatism, large pupils and good night vision. I also tell them that I have more than 21 years of refractive surgery experience."

5. Fine-tune your staff. Be aware that the attitudes and knowledge of your staff can support or undermine your efforts. "People are deciding if they want to trust us with their eyes, and after all the effort it took to get them to our door, seemingly inconsequential things can drive them away," Dr. Jackson says. "That puts us in the perfection business. Everything matters. My staff calls patients by name and focuses solely on them. There's no visible clutter on desks, no chatting, no phone conversations — only attentiveness, a professional appearance and professional behavior."

Dr. Pascucci adds, "Patients don't know us, but they spend 20 minutes with us and decide whether or not they want surgery. We're building trust from the start. It's about addressing their concerns and making them feel confident in our abilities and well cared for."

6. Showcase your nonmedical office. Dr. Jackson's staff gives patients a grand tour of the office, so they can see and ask questions about the laser suite and the technology they use. This makes patients feel more comfortable when they enter the suite on the day of their procedure.

7. Spend time with each patient. These practice owners use refractive counselors, or have the surgeon conduct the consultation, but they all agree on one thing: spend whatever time is required to make the candidate comfortable. The counselors discuss surgical options with candidates, answer additional questions and help smooth the path toward having surgery, which increases conversions. "Our refractive counselor, a key member of the team, talks to all patients during their consultation," Dr. Pascucci explains.

"Once patients are finished speaking with the counselor, I let them decide if they want to talk to me or not," says Dr. Alexander. "Some people want to see the doctor and size him up, and others are ready to schedule surgery."

8. Walk the walk. These practice owners have found that patients feel more comfortable about laser vision correction when they learn that practice employees — possibly even the surgeon — have had the surgery themselves. "Many people on our staff have had LASIK," Dr. Mann says. "So when patients call and visit, they can get firsthand impressions from me, several optometrists, technicians, counselors and even our call center staff."

Creating a Positive Experience

Another important strategy to boost your success as a refractive surgeon involves creating the best surgical experience for patients. A bland-looking waiting room or a phone that goes unanswered, however, can sabotage the impression you want to make. All of the doctors interviewed go to great lengths to ensure their patients have a pleasant surgical experience.

Dr. Alexander explains why: "Patients who pay out of pocket for an elective procedure have higher expectations than those who don't, so we spend time studying and perfecting customer service."

Consider how these two practices create positive experiences for their patients:

Eye Consultants of Bonita Springs, Bonita Springs, Fla.: "We've steered clear of the ‘bus terminal look’ and created a spa-like setting," Dr. Pascucci says. "We have modern furniture, soothing green walls, dark brown wood, tasteful lighting and jazz music playing quietly in the background."

In this setting, a receptionist in a black business suit encourages patients to help themselves to water and snacks while they fill out a few forms. They wait no longer than 10 minutes. Next, a technician wearing black clothes and a lab coat welcomes patients and discusses every aspect of the testing process.

Finally, Dr. Pascucci meets with patients for 20 to 30 minutes. "I'm there to answer all of their questions and help them feel comfortable and confident with me. They want to see that I'm a buttoned-up, confident and capable person," he says. "Patients see a seamless, consistent presentation."

On the day of surgery, only one patient is in the waiting room at any given time, aside from a 10- to 15-minute overlap when a patient is about to go home. "Patients are trying not to be nervous," Dr. Pascucci explains, "and they don't want to see a full waiting room or find out we're running behind schedule.

"In 1 hour, patients see the refractive counselor to take care of finances and the informed consent; they receive a sedative if they want it, and then they go into the pre-procedure suite with a friend or family member to receive verbal and printed instructions and eye drops. The technician dims the lights, turns on smooth jazz and talks in a calm atmosphere," Dr. Pascucci explains. "I greet them before surgery for any last-minute questions. I tell them that we're preparing for the surgery, and we'll come get them in a few minutes."

After surgery, Dr. Pascucci's patients rest a few minutes in the postprocedure suite. He personally calls every patient on the night of surgery to make sure they're doing well.

InSight LASIK, Lafayette, Colo.: "We all know about the absolute worst experience a patient can have in a doctor's office. You walk into a drab-looking room with cheap chairs and old magazines; the receptionist doesn't make eye contact, and you wait awkwardly to be noticed, only to be told ‘Sign in and take a seat.’ I don't want to do that to people," Dr. Jackson says. "I'm pleased that my reception area doesn't look like a doctor's office. It's a small waiting room because we don't want people to wait. Patients see comfortable, quality furniture, an expensive coffee maker that grinds each cup, and a receptionist who's friendly and ready to lead them through the surgical process. That's how I'd like to be treated."

Dr. Jackson's receptionist greets each patient with a smile and by name. She gives patients two short checklists to complete and suggests that they relax and get themselves a cup of coffee. By the time a patient has completed the checklists, the technician is there.

On the day of surgery, Dr. Jackson and his staff focus on the patient's emotional state. "Every sane, rational human being has some trepidation about surgery — especially eye surgery. We're aware of that, and we aim to make sure that patients know that we're calm, confident and on top of every detail from the moment they walk in the door," he says. "In the pre-op area, the patient rests alone in a comfortable reclining chair, with soft music playing, and is offered a sedative. We perform a sort of verbal anesthesia, explaining the steps of surgery and answering any concerns in a reassuring way. After surgery, patients remain in the same room, but a family member is present to listen to instructions."

"Patients who pay out of pocket for an elective procedure have higher expectations than those who don't, so we spend time studying and perfecting customer service." — Avery D. Alexander, M.D.

Dr. Jackson ensures that his staff follows through on each patient's wishes. "It would be a grievous error, for example, to deny Jane's husband's request to watch her surgery. That kind of oversight negatively impacts the surgical experience," he says.

Experience Success

Maintaining a high percentage of satisfied patients takes careful planning and attention to detail. "Our goal is to ensure every patient has an excellent clinical outcome and feels like we've taken care of him every step of the way," Dr. Jackson says.

"From the first phone call to consultation to surgery and follow-up, patients should experience a friendly, professional staff and an environment where people respect their time and answer all of their questions knowledgeably and confidently. In the end, the answer to how well we did shouldn't be ‘I'm seeing well,’ but ‘I'm seeing well and everyone at your practice was wonderful.’ When their friends hear that, they choose us."