When it comes to running a practice, it can feel like what kinds of conversations you have is the last thing on your mind. However, what you say to a patient can make quite the impact, both positively and negatively. Sometimes these conversations come naturally, whereas other times, finding the right words can be difficult. Gina M. Wesley, OD, MS, FAAO, has some suggestions for making these kinds of conversations easier for you and your staff members in Optometric Management’s Tip of the Week.

Insurance Coverage

Insurance can be tricky to navigate for any person, but especially when it comes to eye care coverage. It’s typically an add-on for most people, and sometimes, not everything is covered. When a patient doesn’t have exam coverage or the details of his/her coverage are unclear, Dr. Wesley says that she’s instructed her staff to move along with the exam without disheartening the patient. Here’s an example:

“This means you are a 20/20 Club member. Here is the price we will collect at the end of your appointment today for the eye exam and a list of all the services and benefits you get as that club member.”

The “20/20 Club” simply means that the patient will be paying out-of-pocket, but this type of introduction helps relieve some of the tension of the conversation and some patient confusion. After this, explain to the patient the amount they’ll be responsible for paying. Then, help them through whatever insurance process is necessary, but after the exam. The patient’s care is the most important part of every eye exam.

Additional Testing

For many patients, eye exams are just another “routine” healthcare to-do to check off the list. Therefore, additional testing may be a tough sell. Dr. Wesley reminds her fellow eye care professionals (ECPs):

“…ultimately remember, they are there for our guidance, consult and professional prescriptions and [recommendations].”

What she suggests: don’t “ask and see.” You and your staff should be firm in the recommendations. Explain that the doctor recommends this exam, as it gives them important additional information that routine exams do not.

“To keep your eyes healthy for a long time, we need this information. The exam will cost $XX. Please take a seat/look here/etc. and we’ll begin the test.”

Some patients may need additional explanations, which can be given upon request. Some questions include: What kind of information? Why is it important? Do I really need this exam? Of course, the patient has every right to refuse, and staff shouldn’t force the issue. However, patients should have all the information to make an informed decision.

Purchases At the End of the Exam

Some of the most difficult conversations for both doctors and staff can be of the transactional kind. Many don’t feel comfortable “selling,” so if a patient initially refuses, the conversation ends. This is where Dr. Wesley reminds us that it’s all about patient care, and if the recommendation made by the doctor is for the betterment of the patient, then it needs to be followed through.

This is another situation where Wesley recommends skipping the “ask and see” mentality and sticking with “here’s what the doctor strongly recommends for you to maintain your vision.” It all starts with the exam room conversation. Be clear and concise in your recommendations so as not to overwhelm the patient but include further explanation when necessary.

The Hand-Off

Next is likely the most important: the hand-off. Whether it’s to an optician or another staff member, doctors should reinforce the recommendations to that person. Repeat what you told the patient, whether it’s a lens prescription, sunglasses, nutraceuticals, or contacts. Then, your staff member can get them exactly what you recommend, and that recommendation is again reinforced with the patient.

If patients have further questions, staff members should be knowledgeable enough to help answer their questions. As mentioned, patients should have all the information to make an informed decision, and they have every right to refuse. However, Dr. Wesley explains that her staff members rarely have refusals once the patient understands the recommendations. At the end of the day, the goal is the same: have patients walking out feeling confident in their care and their choices. While this is likely different for different patients, it’s up to ECPs and their teams to help this process be as seamless as possible.

A Practice Partner That Can Help

When partnering with EyePromise®, we work with you and your staff to ensure everyone is educated and comfortable talking about our products. We lay out a plan to integrate our programs into your practice routine and customize them to meet your needs. From patient education pieces and follow-up to continuous reviews of program efficiency, EyePromise partners with your practice every step of the way.

To learn more about how an EyePromise partnership can help increase your patient care, click here to have your local EyePromise Regional Account Manager contact you.