- Email: [email protected]
Part 1: Preappointment care
CREATING PATIENTS FOR LIFE Part 1: Preappointment care F. Mason Smith, O.D., James Kirchner, O.D., and Walter D. West, O.D.
E
ven before a patient sets foot in an office, the practice has the opportunity to make a great impression. Ask patients or consumers what makes for a great eye care experience, and they will tell you it starts well before the visit. It is not rocket science. Practices that offer the kind of convenient appointment scheduling that patients
Today’s patients are short on time, convenience-oriented, and used to being treated like ‘‘customers.’’ Realizing that, optometrists can go a long way toward encouraging patient loyalty with convenient scheduling and an inviting practice atmosphere.
have come to expect and that set the tone for an office visit with a friendly, welcoming approach will set themselves apart from the eye care and eyewear competition from the very beginning.
Step 1: Convenient and courteous appointment scheduling When thinking about the practice appointment book, consider this: today’s patients are time-crunched. Often, they may be juggling full-time jobs while also helping aging parents or transporting children to day care or F. Mason Smith, O.D., is vice president of professional development for Eyefinity, chair of the board of the Southern College of Optometry, and a past chair of the board for Vision Service Plan (1998-2000). James Kirchner, O.D., is chair of the AOA Communications Group Executive Committee, the founder of Eyecare Specialties (a Lincoln, Nebraska–based multisite, multidoctor optometric practice company) and HiTech Optics (a wholesale optical laboratory), and a co-developer of QMSystems, LLC, a comprehensive, Web-based computer system for eye care practices. Walter D. West, O.D., is an internationally recognized author, speaker, and practice management expert, the chief editor of Optometric Management magazine, and the program director for The Vision Care InstituteÔ. Opinions expressed are those of the authors and not necessarily those of the American Optometric Association.
after-school sports. For this reason, many are strapped for time and may want appointments in the evening or on the weekend. Or, if they have a special need, they will appreciate the practice that works them into the schedule where possible. Also, before answering the phone to take that next appointment, remember that patients respond best when staff is friendly and takes the time to answer questions. Finally, given their busy schedules, patients appreciate an appointment reminder and, if they have insurance, a confirmation that their doctor is on that plan’s network. See Table 1 for the basic steps any practice should consider to make it easier and more convenient to arrange an appointment.
Step 2: Check-in Now that the appointment is scheduled and the staff has called to remind the patient of the day and time of the appointment, it is time to think about what happens the moment the patient enters the practice. When it comes to patient check-in, think first impressions. From the moment patients leave home or work for their appointments, they will be looking for some key attributes when they check in, ranging from whether the location is convenient to whether they feel comfortable in the practice. To start, patients prefer an easy-to-find location with clear signage and nearby parking. Once inside, they place a heavy emphasis on the store environment. They will be asking themselves whether the practice is laid out well, as well as whether the atmosphere is open and inviting. But first impressions involve more than bricks and mortar. Patients want staff to welcome them into the practice and provide a brief overview of what to expect during the visit. Finally, patients with children want the waiting area to be child-friendly. If the practice has a heavy pediatric population or parents with children, consider investing in a child-friendly waiting area that offers things like books or videos at child height. See Table 2 for the basic steps any practice should consider to make coming in for an eye examination a more enjoyable experience. Armed with this information, a practitioner can review and evaluate the office processes, procedures, Web site, and telephone book listings. Then the practitioner can identify areas of strength and areas that might need some improvement.
1529-1839/08/$ -see front matter Ó 2008 American Optometric Association. All rights reserved. doi:10.1016/j.optm.2008.07.002
Practice Strategies Table 1
529
Do this first: Convenient and courteous appointment scheduling
What patients want.
Need to improve? Do this first
Evaluate the staff’s phone and welcome greeting to patients. Don’t make me wait too long for an appointment. Having a well-thought-out phone and welcome greeting is part Appointment availability should meet my schedule. of a practice’s foundation, and without one it is difficult to I’d like some kind of appointment reminder before my visit. start a patient’s visit with exceptional customer service. A helpful and knowledgeable staff is very important to me. The practice’s greeting should be polite, welcoming, and friendly. Offer me ways to connect with your office (e.g., online In fact, staff should be smiling when they answer the phone appointment scheduling, e-mail) that are convenient for because that feeling will transfer to patients over the phone, me, not just convenient for you. increasing the likelihood that they will choose to book an appointment with the practice. Key points to remember An example greeting might include: ‘‘Good morning, this is (name Easy of the practice). This is Sue and how may I help you today?’’ Convenient In any practice that hasn’t already done so, script out the office Warm greeting and have each staff member rehearse it. Be sure to Polite review and discuss the script regularly and make changes as Helpful necessary. A great time to do this is during the practice’s Friendly regular staff meeting. James Kirchner, O.D. Other improvement suggestions Customer service training Train the staff on the latest customer service and phone answering techniques and strategies, not only when greeting new patients but also throughout the visit. Consider making customer service a standing topic for discussion at regular staff meetings. Ask staff to discuss what is working welldand what is notdin the way patients are served. Patient convenience Strive to make regular appointments within 7 to 10 business days. For urgent needs, work with patients to get them an appointment as early as possible. The staff’s attitude when scheduling appointments should always be a ‘‘yes’’ opportunity for the practice and the patient.
Table 2
Do this first: Patient check-in
What patients want.
Need to improve? Do this first
Convenient, safe parking and unobstructed access to the office. Designate the receptionist as the ‘‘quarterback’’ for the practice. A welcoming environment when the patient arrives. Patients don’t like the receptionist behind glass or in a closed-off area. The receptionist’s first priority should be welcoming patients into the practice and informing them about what The waiting area should be clean, inviting, and child-friendly, to expect during their visit. especially if the practice is pediatric-focused. Start by making sure the person (or persons) in this role has Make sure your staff is knowledgeable and courteous and the appropriate personality and/or customer service skills explains what to expect during the visit. to do the job well. Then, work with that individual(s) to Set patient expectations. If the doctor is running late, say so. develop a welcome script that will not only be used to greet patients on arrival but help educate them regarding the key Key points to remember points of the office visit. Remember that the goal is to guide Convenient patients throughout the appointment so there are no Welcoming surprises or questions left unanswered when they leave. Courteous To ensure the receptionist remains patient-focused, consider Considerate having the phone answered somewhere other than the front desk. And, finally, if the practice cannot dedicate a single person to the receptionist role, rotate this responsibility but make sure everyone understands the job of office ‘‘quarterback’’ and is well trained to serve patients. James Kirchner, O.D. (continued on next page)
530
Practice Strategies
Table 2 (continued) Other improvement suggestions Office setting Look at the environment of the practice with a critical eye. Is it pleasing and welcoming? Better yet, ask a friend or relative to visit the practice and rate it as if they were a patient. Remove any physical barriers between the staff, the office and patients. Finding the office Clearly display the business or practice sign. If the office location or parking is not convenient, consider offering a map or directions on the practice Web site, and give patients the option to print out driving directions. In urban areas, practitioners may wish to validate parking tickets to keep patients coming back. Office Web site Create an office Web site (Eyefinity offers a Web tool called eWeb Extra) with a patient information section and ask patients to complete necessary forms there before their visit. It speeds up the process and adds to the convenience factor that time-strapped adults are looking for today.
E
ven before a patient sets foot in an office, the practice has the opportunity to make a great impression. Ask patients or consumers what makes for a great eye care experience, and they will tell you it starts well before the visit. It is not rocket science. Practices that offer the kind of convenient appointment scheduling that patients
Today’s patients are short on time, convenience-oriented, and used to being treated like ‘‘customers.’’ Realizing that, optometrists can go a long way toward encouraging patient loyalty with convenient scheduling and an inviting practice atmosphere.
have come to expect and that set the tone for an office visit with a friendly, welcoming approach will set themselves apart from the eye care and eyewear competition from the very beginning.
Step 1: Convenient and courteous appointment scheduling When thinking about the practice appointment book, consider this: today’s patients are time-crunched. Often, they may be juggling full-time jobs while also helping aging parents or transporting children to day care or F. Mason Smith, O.D., is vice president of professional development for Eyefinity, chair of the board of the Southern College of Optometry, and a past chair of the board for Vision Service Plan (1998-2000). James Kirchner, O.D., is chair of the AOA Communications Group Executive Committee, the founder of Eyecare Specialties (a Lincoln, Nebraska–based multisite, multidoctor optometric practice company) and HiTech Optics (a wholesale optical laboratory), and a co-developer of QMSystems, LLC, a comprehensive, Web-based computer system for eye care practices. Walter D. West, O.D., is an internationally recognized author, speaker, and practice management expert, the chief editor of Optometric Management magazine, and the program director for The Vision Care InstituteÔ. Opinions expressed are those of the authors and not necessarily those of the American Optometric Association.
after-school sports. For this reason, many are strapped for time and may want appointments in the evening or on the weekend. Or, if they have a special need, they will appreciate the practice that works them into the schedule where possible. Also, before answering the phone to take that next appointment, remember that patients respond best when staff is friendly and takes the time to answer questions. Finally, given their busy schedules, patients appreciate an appointment reminder and, if they have insurance, a confirmation that their doctor is on that plan’s network. See Table 1 for the basic steps any practice should consider to make it easier and more convenient to arrange an appointment.
Step 2: Check-in Now that the appointment is scheduled and the staff has called to remind the patient of the day and time of the appointment, it is time to think about what happens the moment the patient enters the practice. When it comes to patient check-in, think first impressions. From the moment patients leave home or work for their appointments, they will be looking for some key attributes when they check in, ranging from whether the location is convenient to whether they feel comfortable in the practice. To start, patients prefer an easy-to-find location with clear signage and nearby parking. Once inside, they place a heavy emphasis on the store environment. They will be asking themselves whether the practice is laid out well, as well as whether the atmosphere is open and inviting. But first impressions involve more than bricks and mortar. Patients want staff to welcome them into the practice and provide a brief overview of what to expect during the visit. Finally, patients with children want the waiting area to be child-friendly. If the practice has a heavy pediatric population or parents with children, consider investing in a child-friendly waiting area that offers things like books or videos at child height. See Table 2 for the basic steps any practice should consider to make coming in for an eye examination a more enjoyable experience. Armed with this information, a practitioner can review and evaluate the office processes, procedures, Web site, and telephone book listings. Then the practitioner can identify areas of strength and areas that might need some improvement.
1529-1839/08/$ -see front matter Ó 2008 American Optometric Association. All rights reserved. doi:10.1016/j.optm.2008.07.002
Practice Strategies Table 1
529
Do this first: Convenient and courteous appointment scheduling
What patients want.
Need to improve? Do this first
Evaluate the staff’s phone and welcome greeting to patients. Don’t make me wait too long for an appointment. Having a well-thought-out phone and welcome greeting is part Appointment availability should meet my schedule. of a practice’s foundation, and without one it is difficult to I’d like some kind of appointment reminder before my visit. start a patient’s visit with exceptional customer service. A helpful and knowledgeable staff is very important to me. The practice’s greeting should be polite, welcoming, and friendly. Offer me ways to connect with your office (e.g., online In fact, staff should be smiling when they answer the phone appointment scheduling, e-mail) that are convenient for because that feeling will transfer to patients over the phone, me, not just convenient for you. increasing the likelihood that they will choose to book an appointment with the practice. Key points to remember An example greeting might include: ‘‘Good morning, this is (name Easy of the practice). This is Sue and how may I help you today?’’ Convenient In any practice that hasn’t already done so, script out the office Warm greeting and have each staff member rehearse it. Be sure to Polite review and discuss the script regularly and make changes as Helpful necessary. A great time to do this is during the practice’s Friendly regular staff meeting. James Kirchner, O.D. Other improvement suggestions Customer service training Train the staff on the latest customer service and phone answering techniques and strategies, not only when greeting new patients but also throughout the visit. Consider making customer service a standing topic for discussion at regular staff meetings. Ask staff to discuss what is working welldand what is notdin the way patients are served. Patient convenience Strive to make regular appointments within 7 to 10 business days. For urgent needs, work with patients to get them an appointment as early as possible. The staff’s attitude when scheduling appointments should always be a ‘‘yes’’ opportunity for the practice and the patient.
Table 2
Do this first: Patient check-in
What patients want.
Need to improve? Do this first
Convenient, safe parking and unobstructed access to the office. Designate the receptionist as the ‘‘quarterback’’ for the practice. A welcoming environment when the patient arrives. Patients don’t like the receptionist behind glass or in a closed-off area. The receptionist’s first priority should be welcoming patients into the practice and informing them about what The waiting area should be clean, inviting, and child-friendly, to expect during their visit. especially if the practice is pediatric-focused. Start by making sure the person (or persons) in this role has Make sure your staff is knowledgeable and courteous and the appropriate personality and/or customer service skills explains what to expect during the visit. to do the job well. Then, work with that individual(s) to Set patient expectations. If the doctor is running late, say so. develop a welcome script that will not only be used to greet patients on arrival but help educate them regarding the key Key points to remember points of the office visit. Remember that the goal is to guide Convenient patients throughout the appointment so there are no Welcoming surprises or questions left unanswered when they leave. Courteous To ensure the receptionist remains patient-focused, consider Considerate having the phone answered somewhere other than the front desk. And, finally, if the practice cannot dedicate a single person to the receptionist role, rotate this responsibility but make sure everyone understands the job of office ‘‘quarterback’’ and is well trained to serve patients. James Kirchner, O.D. (continued on next page)
530
Practice Strategies
Table 2 (continued) Other improvement suggestions Office setting Look at the environment of the practice with a critical eye. Is it pleasing and welcoming? Better yet, ask a friend or relative to visit the practice and rate it as if they were a patient. Remove any physical barriers between the staff, the office and patients. Finding the office Clearly display the business or practice sign. If the office location or parking is not convenient, consider offering a map or directions on the practice Web site, and give patients the option to print out driving directions. In urban areas, practitioners may wish to validate parking tickets to keep patients coming back. Office Web site Create an office Web site (Eyefinity offers a Web tool called eWeb Extra) with a patient information section and ask patients to complete necessary forms there before their visit. It speeds up the process and adds to the convenience factor that time-strapped adults are looking for today.