For many eye care practitioners, patient compliance continues to be a challenge. While sticks and stones break bones, words may be what it takes to break through to patients and get them on board with your recommendation. Vittorio Mena, OD, MS, recommended these 2 specific words in an article for Review of Optometric Business.

Communicate the “Why”

The first word Dr. Mena realized makes a huge difference is the subordinating conjunction that proceeds your “why.” It’s the word that introduces the reason behind your care protocol/plan for patients. The word choice itself is important, but most patients appreciate knowing the “why” behind what a healthcare professional is telling them. It satisfies curiosity and helps patients better understand the recommendation.

The word is…BECAUSE.

The word “because” was put to the test in a 1978 experiment. A Harvard social psychologist asked college students waiting in line to make copies to cut in front of them testing 3 different phrases to see which would be most persuasive:

• Excuse me, I have five pages, may I use the Xerox machine because I am in a rush?
• Excuse me, I have five pages, may I use the Xerox machine?
• Excuse me, I have five pages, may I use the Xerox machine because I have to make copies?

Of these phrases, the ones that included the word “because” led to over a 90% success rate of skipping the line! Meanwhile, the phrasing that did not include “because” slipped to a 60% success rate. Success rates increase dramatically with the inclusion of because, even if the phrase is missing a true reason (I’m in a rush). Dr. Mena recommends using it (and the “why” that comes after) in the exam and training your techs and opticians to use it throughout the practice.

Communicate Authority

As a healthcare professional, you have the expertise that your patients look to and trust. And yet, it can still be difficult to get patients to follow your recommendations. Some of this can be attributed to the word “recommend,” as it can make your care protocol sound like more of a suggestion. Your power as a doctor comes from a special word that only healthcare providers can really use.

The word is…PRESCRIBE.

By “prescribing” something, your expertise comes across more strongly to the patient, instilling that they must do something for the sake of their vision.Dr. Mena understood that his “power” as a healthcare provider lay in the word “prescribe.” Since implementing this minor verbiage change in his talk tracks, his practice’s capture rate increased from 65% to 90%!

How to Implement This Change With the Zea Performance System

EyePromise® recognizes the power of these terms, and we’ve kept this thought process at the forefront of our Zea Performance System. This turnkey nutritional program utilizes the clinical support that backs all that EyePromise doeswhile incorporating the latest innovations in nutrition and technology. With 4 easy steps, the Zea Performance System can work within any practice structure to improve patient outcomes and bolster practice success.

Here's how it works.

STEP 1: MEASURE

The first component of the Zea Performance System lays the foundation for the nutrition conversation in the exam room: MPOD measurement. With the new Zx Pro device, you can directly measure the levels of dietary zeaxanthin and lutein in the eye. The Zx Pro then provides a numerical score to associate with the patient’s level of MPOD protection, giving practitioners a critical biomarker to improve or monitor.

Practical Application:

The doctor wants to measure your MPOD because it gives [him/her] a deeper understanding of your eye and overall health.

STEP 2: PRESCRIBE

EyePromise eye health nutraceuticals are known for their clinical support and the range of products, making it easy to prescribe a product that meets patients’ differing nutritional needs. It’s the only line of nutraceuticals that offers a 60-day, money-back satisfaction guarantee and a 6-month MPOD increase guarantee.

Practical Application:

I’m prescribing this EyePromise product because you:

• Have a family history of age-related eye health issues
• Spend long hours on screens
• Are a competitive athlete
• Suffer from several symptoms of occasional dry eye
• Have blood sugar control issues
• Have a low MPOD score

STEP 3: ENROLL

For many nutrition companies, their partnership ends at the practice door. EyePromise extends its reach, and yours, all the way to the patients’ front door with the Auto Refill Program (ARP). The ARP is an automated home delivery option for patients who want convenience and savings. Timed with when they’ll need it, EyePromise ships the next 3-month supply directly to the patient while crediting you with every monthly supply and every enrollment.

Practical Application:

I’m prescribing this subscription service because it’s the most convenient and cost-effective way of getting your prescribed nutraceuticals.

STEP 4: MONITOR

The fun doesn’t end there! Because EyePromise nutraceuticals are guaranteed to increase MPOD in 6 months with consistent supplementation, it’s recommended that all patients be scheduled for a 6-month retest with the Zx Pro. This retest provides:

• An opportunity for patients to see their prescription working (an increase in score).
• A springboard for compliance conversations (no change or decrease in score).
• A check-in point to see how patients are liking their product (identify any potential hiccups in their nutraceutical regimen).
• Another touchpoint to solidify that you’re serious about their eye health.

Practical Application:

I want to see you back in 6 months because I want to track your progress and EyePromise products have a 6-month MPOD increase guarantee.

With just a few simple word choices, you can potentially improve your practice’s capture rate. With the Zea Performance System, you can elevate your patient outcomes and practice success. Learn more about how the Zea Performance System can fit into your practice now!