Management Essentials

Prom Night for the Premium IOL Practice

By Farrell “Toby” Tyson, MD, FACS

Since the advent of premium lenses, we have all heard the talk about growing a premium practice. Many consultants have advocated a boutique practice that is narrowly focused on catering to only the needs of the premium IOL patient. While this may work in some scenarios, most practices do not have the luxury of cherry-picking patients.

Good Dating Etiquette

When starting to date in high school, everyone wants to date the prom queen. This may seem a lofty goal at first, but if you treat every date like a queen for the evening, word gets around. Eventually, the prom queen will want a date with you. This should be the same approach in your practice. Not every patient walking through your doors is going to be a premium IOL candidate. But, if you treat every patient as if they were the only patient, word will get out. Even if patients are not premium IOL candidates, they will likely tell a friend about their experience.

Good is not good enough. Studies have shown that, in sales, if expectations are met, only 20% of people will return for a second purchase. What this tells us is that we have to always be exceeding expectations. In ophthalmology, patients expect the doctor to be perfect and the outcomes spectacular. In order to exceed the patient's expectations, the practice as a whole has to be stellar.

Look at the gateway to your practice first. How many doctors' offices have you called, only to get stuck in a voicemail quagmire? Though using voicemail may be more cost-effective, which would you personally prefer, a live person or a recorder? Remember, the majority of our patients are elderly and are uncomfortable with technology. How many appointments are you losing that you don't know about because the patients hang up the phone before they can make an appointment? There are basic telephone etiquette courses that your staff can take to bring their skills up to speed. In addition, some practices work from scripts to make sure the right message is conveyed.

First Impressions

Once a patient shows up at your practice, it is "date night." Your staff should be in patient-services mode. The power of the smile is immeasurable. Staff should be trained to obtain and maintain eye contact while speaking to patients. This goes for the doctors as well. How many doctors speak to patients in the exam room while they are writing in the charts? Patients want to be engaged. Staff should be encouraged to interact with patients while in the lobby, it makes them feel special and not one of the herd.

Presentation is another key ingredient to a premium practice. One does not go on a date dressed poorly. We always dress up to impress. This should carry over to our practices. Look around at your environment. Is it tired and dilapidated, or is it inviting and fresh? New paint, new carpet and nice furniture can go a long way. How is your staff dressed? One way to maintain that professional look with minimal management is staff uniforms. Look to service industries such as the airlines and high-end hotel chains. These industries don't leave their employees' attire to chance. They are setting the scene and sending a message.

Patients want to know that you and your staff care. It is hard in today's medicine to not feel rushed. At the end of every patient encounter stop and think, "Was this the type of visit I would want for myself?" If not, spend a little more time and make it right. Consider personally walking your patients to check out. Don't be afraid to engage in non-medical conversation. These are the little things that will set you apart.

Holding yourself and your practice to a higher standard sets the mood. Providing quality state-of-theart eye care perpetuates the experience. A little self-evaluation with patient input via verbal questions or a follow-up phone call cements the memory. These positive recollections of your practice experience will motivate others to recommend you. This way you have provided a Premium Practice Experience for all — including the Prom Queen. OM

Farrell C. Tyson, MD, FACS, is a refractive cataract/glaucoma eye surgeon at the Cape Coral Eye Center in Florida. He may be reached at tysonfc@hotmail.com.