Executive Update
February 2008
Meeting the High Expectations of Today’s Patient
Traci Fritz, COE
Twenty years ago, the relationship between patients and their ophthalmologists was fairly cut and dried. The patient was given an exam, diagnosed, prescribed a clear-cut course of treatment and usually followed the doctor’s recommendations with little comment. If cataract surgery was recommended, patients rarely asked about their out-of-pocket expense or whether state-of-the art equipment would be used. But times have changed.
Now refractive cataract surgery options like multi-focal implants are available to patients at a premium price and surgeries aren’t performed only in the suites of local hospitals, but also in luxury ambulatory surgery centers offering Starbucks coffee and glazed donuts.
The shift hasn’t been overnight, but it’s been drastic. Now more than ever, ophthalmology is a business — and those in this business need to be mindful of meeting the expectations of an increasingly discerning and educated patient population.
Four Factors of Change
There are four main factors that have contributed to patients’ higher expectations of ophthalmologists:
- Generational shift in attitudes about medical care;
- Increased patient knowledge about medical matters;
- Technological advancements; and
- Shifts of the health care cost burden.
Baby boomer patients (those born between 1946 and 1964), who make up the majority of an ophthalmologist’s patient base, are empowered consumers. They’ve been categorized as those who are accustomed to getting what they want. They also grew up in a time when people questioned authority. This combination of traits makes baby boomers more likely than previous generations to want “custom care,” such as later and weekend office hours to accommodate their work schedules. They also expect their doctors to explain their recommendations. In short, they don’t want to be spectators in their care. They want to fully participate.
Thanks to consumer-driven media reports, commercials and Web sites on ophthalmology procedures and treatments, today’s patients — including the baby boomers’ Generation X offspring — are more educated on medical matters and they bring that knowledge into their ophthalmologists’ offices.
For example, patients today might ask their doctors why they aren’t recommending a Restasis prescription to cure their dry eyes instead of punctual plugs or why they simply can’t have a laser procedure instead of using drops to control their intraocular pressure. Similarly, patients will ask their doctors about the latest surgical techniques and whether a LASIK flap is going to be created with a femtosecond laser or microkeratome. They also are interested in knowing their intraocular lens implant choices and expected refractive outcomes.
Feeding into this greater shift toward a customer-business paradigm of care is the fact that patients are paying an increasing percentage of their health care costs as companies look to cut medical premiums.
Fulfilling Patient Expectations
The bottom line for ophthalmology practices, whether large or small, is that pleasing today’s patients comes down to offering more – more information, more choices and more quality considerations. Where those demands exceed what you can deliver, clear communication about the limitations of your practice is paramount to maintaining a relationship of trust.
Patients expect more of an answer. The days of telling patients, “Don’t worry about it” or “You don’t need to know about that” are over. Doctors or support staff must schedule ample time to discuss treatment options with the patient and answer questions.
Patients expect more ways of getting information. Tri-fold, full-color brochures are no longer sufficient. They also want information on procedures you perform and services you provide to be disseminated via Web sites or DVDs. The ability to schedule surgical consultations or reorder contact lenses online or by e-mail is another coveted patient perk.
Patients expect more options. Ophthalmology practices also must offer more choices in what they offer their patients: a variety of surgical techniques, options on where to have their surgery performed and the availability of third-party financing to help them cover their out-of-pocket expenses.
Patients expect better outcomes. It wasn’t too long ago that a cataract patient was happy if he or she could see the television a little better, but that’s no longer the case. Many of today’s patients expect perfect vision and instant results. Therefore, whether performing cataract surgery or prescribing dry eye treatment, ophthalmology practices must be focused on ensuring that their patient’s expectations match the likely result.
Both managing patient expectations and continuing your staff’s education are crucial to patient satisfaction. Visit consumer health Web sites on a regular basis to keep abreast of the information your patients are exposed to so you can better anticipate and address their questions. Practices can also increase the likelihood of getting close to meeting patients’ expectations by having doctors and technicians who are diligent about educating themselves on the latest treatments and surgical techniques. As affording the latest and greatest equipment can be a pricey prospect, however, practices will have to decide on a case-by-case basis each new technology released is truly worth the expenditure.
Focusing on Customer Service
The idea of considering customer service is relatively new in the medical community, but today’s patient is even more expectant of a friendly, considerate and pleasant office environment. Above all, you must maintain a “customer-friendly” attitude. That means having helpful and upbeat voices answering your phones, smiling faces escorting your patients to exam rooms and courteous staff answering billing questions. Following up with patients after procedures and running an office that sticks closely to its schedule and doesn’t leave patients lingering in the waiting room are other hallmarks of considerate customer service.
As always, the doctor must lead by example and set the tone with a good “bedside manner” and respect of his or her patients’ time. However, the bulk of superior customer service falls on staff, making it imperative to hire adequate staff for your patient load and educating your staff not only in job duties but also in customer service. While tough economic times might make it tempting to cut back on staff, be sure staff eliminations aren’t sacrificing your efficiency. An overextended staff affects scheduling, keeps patients waiting and can cause a hurried attitude that impairs friendliness. This can create an unpleasant office environment that repels patients and hinders referrals.
Office aesthetics should also be a consideration in customer service. Today’s patients increasingly expect a well-appointed office with a pleasing décor. For them, there is a direct correlation between an outdated interior (this includes outdated magazines) and outdated service. Be sure your office doesn’t give the wrong impression about the level of care you offer.
The Final Test
There is no doubt patients have evolved over the past two decades and expect more from their medical providers, making it ever-more important that ophthalmology practices offer an array of care choices, the highest level of customer service and an overall commitment to providing incomparable care.
Luckily, today’s patients offer a hand in that effort. One final but crucial component to meeting these discerning patients’ expectations is asking them how you are doing. Patient satisfaction surveys are one of the best ways to do this. Unlike the previous generation, today’s eye care patients will let you know what you’re doing right and wrong. However, the key to success, as they themselves would tell you, is listening to their answers and giving them what they want or explaining when and why you cannot.
About the Author: Traci Fritz, COE, is a member of the AAOE Board of Directors and the practice administrator for Fite Eye Center in Clinton Township, Michigan
For more information about AAOE products and services, visit www.aao.org/aaoe.
