“You can never be overdressed or overeducated.” —Oscar Wilde
I couldn’t agree more; but sometimes, the reflection staring back at me appears more like the proverbial tuxedo on a pig. So, soaking up knowledge from colleagues, like my friends involved with MillennialEYE, is another useful endeavor. I also like to dive into the peer-review literature, in addition to keeping my finger on the pulse of the trajectory of industry. So why the hell do I do it? Primarily, to be able to share knowledge with my patients and provide the highest-quality medical care.
It goes without saying that you are responsible for your patients’ vision. I like to take it a step further, and as they leave, I often tell patients, “Take care of ‘my eyes.’ ” Usually, this gets a chuckle, but the point remains. When I assume care, I assume ownership. I have made an investment, and so I have an equity stake in my patients’ visual systems. The cornerstone of any investment strategy is solid, reliable information and education.
“Do the best you can until you know better. Then when you know better, do better.” —Maya Angelou
Quality encounters are the goal, and expectations dictate the quality of outcomes. Educating your patient base and the referral network should be the foundation. Everyone learns differently, and the array of multimedia facilitates the transfer of vital information efficiently. For instance, through our practice’s collaboration with Eyemaginations, Inc., it is standard practice to forward video edu-links to our patients to prepare them for their consultations, along with a personalized booklet of information for those who prefer traditional printed media. (As if?)
“Coming together is a beginning. Keeping together is progress. Working together is success.” —Henry Ford
Tap your referring network. Your colleagues are as interested in your doing well for your patients as you are. Actually, a referral is the highest form of flattery. Share your knowledge, and make the effort to strengthen the bonds. I am a technophile at heart, and like many of you, the surgical gadgetry is particularly interesting now. We have enlisted the services of TrueVision’s 3D Surgical imaging and guidance to enhance the cataract proctorship we offer to colleagues. Combined with femto-phaco and intraoperative aberrometry, the delineation and inherent value of refractive cataract surgery is made very clear to the already-savvy referral network.
At the same time, not willing to pass up “low-hanging fruit,” we passively educate the community while maximizing the practice’s exposure by commandeering the wall space outside of our office. A video billboard plays clever, engaging Echo Vignettes (Eyemaginations, Inc.) to the casual passerby highlighting new developments in the practice and hot topics in eye care.
“You educate a man; you educate a man. You educate a woman; you educate a generation.” —Brigham Young
Make no mistake about it: Women are the primary decision makers when it comes to health care. When possible, encourage a spouse or loved one to be present. Two sets of ears are better than one.
Let me dispel a pervasive misconception. We polled our patients 5 years ago regarding their reason for choosing a certain level of service pertaining to cataract surgery. To our surprise, the answer was a lack of understanding (this came at a time when our premium conversion rate was respectably 25%). It is the minority of patients that lets finances stand in the way of a superior offering when properly educated.
So, once a patient breaches the door, we double down. As part of our electronic health records system, the history/lifestyle/activities of daily living form and referral request serve as the compass to fine-tune continued multimedia enlightenment. Patients are given an iPad (Apple, Inc.) with customizable video files. Subsequently, our patient concierge will review and answer questions before personally delivering the patient to the technical staff. This is why it is so important to also invest in your staff. Multiple points of contact should be problem-focused and guided toward the patients’ concerns while paying close attention to their demeanor. When it appears as if the patient is starting to fade, our staff is encouraged to ask questions. Actively engage the consumer. Remember, this is a lot of information, but it is important information. So take your time, and your conversion rate will also double down.
“So many times, it happens too fast. You trade your passion for glory.
Don’t lose your grip on the dreams of the past. You must fight just
to keep them alive.” —Survivor (Peterik/Sullivan) Eye of the Tiger Lyrics
Thanks to the most inspirational song ever written, I will never forget my primary focus. I want to help others, and when chair time is a dwindling commodity, it must be quality time. Gathering information as part of the exam is crucial, but when possible, outsourcing the transfer of knowledge is the key to a high-quality face-to-face encounter. If you keep this in mind, conversion rates will rise. Yo, Adrian!
