Surgery

How to Improve Premium IOL Conversion

When patients choose premiumIOLs and laser cataract surgery, it’s a win-win for patients and practice.

By Crissy Smillie

Since the advent of cataract surgery, this sight-saving procedure has evolved into a refractive surgery that offers patients advanced options and technology. Practices such as ours, Carolina Eyecare Physicians, are taking advantage of this evolution. We now offer patients the options of femtosecond laser-assisted phaco for the removal of cataracts and premium intraocular lens (IOL) implantation.

Premium IOLs (also known as lifestyle lenses or multifocal or presbyopic IOLs) allow patients to see at distance, intermediate and near. Femtosecond technology, hailed as the “new wave” in cataract surgery, allows the surgeon to use a laser to perform many parts of the cataract procedure including the corneal incision, capsulorhexis and lens nucleus division. Post-surgery, the result for many patients who opt for these premium services is a “glasses free” return to their normal activities.

While we feel the benefits to patients are substantial, these premium services also provide financial gain for ophthalmology practices. Specifically, the high-tech cataract surgical options will enable practices to help compensate for the losses we experience from decreases in reimbursement from private insurance and Medicare.

Here, I will provide my answers to two questions you’re now probably asking:

1. What are the benefits of premium IOL/femto-phaco conversions?

2. How can I improve premium conversions, especially in light of today’s struggling economy?

Please note that the answers provided to question number 2 are steps that practices can adopt to improve patient conversion to any number of premium services your practice may offer.

1 What Are the Benefits of Premium IOL/Femto-Phaco Conversions?

We have identified a number of benefits associated with this premium surgery that impact patients, staff and the entire practice.

With regards to patient care:

■ The patient is able to take advantage of state-of-the-art technology.

■ We believe the conversion to the premium surgery offers the patient improved visual acuity reducing spectacle dependency.

■ The use of the femtosecond laser provides precise incisions, even complex corneal incisions with intricate geometry. This precision can help reduce postoperative astigmatism.

■ We have found that patients experience a decreased healing time and rapid return to normalcy.

Our practice has also identified several staff-related benefits of the surgery:

■ The entire staff benefits from increased revenue and profits, which mitigate the vulnerability of workforce reductions.

■ In our practice, conversion to premium lenses and surgical options provides a financial benefit for the staff. For example, the practice performs as a unified team and is rewarded with quarterly incentives based on goal achievement.

■ Through continued training and experience, the allied health care staff is afforded the opportunity to become involved in premium conversions, making our skills and qualifications more valuable to the practice and the patient.

And certainly, the doctor and practice benefit. Specifically, the femto-phaco procedure, coupled with premium IOLs, offers the practice the opportunity to distinguish itself as a premier organization that continues to improve its offerings with the latest in state-of-the-art surgery.

2 How Can I Improve Premium Conversions, Especially in Light of Today’s Struggling Economy?

While this article focuses on premium IOLs and state-of-the-art cataract surgery, ophthalmology practices can utilize a number of resources when it comes to converting patients to any premium service. For instance, the impact of staff education cannot be overstated. All staff members should receive continual education and training on the services/technology available in your practice.

In addition, we have found the following steps to be effective in educating the staff:

■ Ensure that all staff members receive equal exposure to the training to institute diversity and redundancy in the staff skill sets.

■ Assign education courses to the staff. These courses are available online through a number of organizations, such as the Joint Commission on Allied Health Personnel in Ophthalmology and BSM Consulting. Challenge staff members to strive to complete assigned education courses quarterly.

■ Schedule monthly “lunch and learn” sessions, which provide various insights to both administrative and clinical topics.

■ Pay close attention to technician education and training. Of all our staff, technicians generally spend the most time with patients and typically, patients are the most comfortable with them. It’s very helpful to have techs excited and knowledgeable about premium services, so that when appropriate, they can promote these options to patients and then convey the patient’s interests or considerations to the educator and/or physician. Consider these tips for technician training:

• Prepare the technicians with communication training and methods to enhance positive attitude.

• Provide training and understanding of the benefits of the procedures so the technician can help the patient to be comfortable with the procedures.

Finally, don’t forget the power of recognition. Recognize team members who have successfully completed training. Provide them with accolades and appreciation for a job well done.

Successful conversions also depend on patient education and marketing. Consider these points, which we have found effective:

■ Key Messaging. Script key messaging to patients. This will ensure that all team members understand and share the same goals and objectives, and that each is conveying the same interests to the potential patients, for example:

“The great news is, when you and your physician confirm you are ready for cataract surgery, we now have advanced lens options and technology that can provide you with a full range of visual freedom, with or without glasses.”

■ Prepare a custom mailer. Whether you choose “snail mail” or email, develop and send a custom mailer to each patient prior to the consultation appointment. This mailer:

• Introduces the surgeon.

• Provides patient testimonials. Personal experiences of other patients often ease the patient’s concerns.

• Pre-educates patients on what to expect during their visit, including information to help facilitate decision making on premium services.

■ Send a consultation appointment confirmation. This communication confirms appointments three days in advance. Use this time to remind your patients to review the material and custom mailers provided to them. Encourage them to bring a family member or friend to attend the visit and help to understand findings/options, communicate issues and help make important decisions, which will be discussed during their visit.

■ Rely on a pre-educational counselor to educate patients. Consider educating patients through a preeducational counselor following their tech work up at the consultation visit. We have found this step improved our conversions tremendously. The counselor focuses conversation around what the technician findings are, and discusses IOLs for which that patient may qualify. The counselor is particularly valuable in the following two areas:

• As a full time member of the staff, the counselor is knowledgeable in the practice and trained in patient experience. The counselor is readily available to answer questions, discuss issues and also offer demonstrations and educational videos to enhance the patient’s understanding of options.

• The counselor also provides financing materials and explains the patient’s options to facilitate decision making.

■ Utilize social media platforms and websites. Websites and social media platforms offer low-cost-to-return advertising opportunities. Consider applying both internal and external resources to develop a program for promotional advertising and educational materials. Here are a few points to keep in mind when developing such a program:

• We regularly post technology updates and patient testimonials to social media platforms.

• A well-planned, easy-to-find, easy-to-navigate website provides patients the opportunity to research the advantages and options/technology the practice offers.

• Periodic updates to all advertising campaigns or media is important to refresh the information and to avoid stagnancy.

An Opportunity to Restore Vision

These ideas should prove to be beneficial to your practice, regardless of whether you intend to increase premium IOL conversion rates or promote another premium service in your practice. By promoting these advancements we are, in turn, promoting independence and confidence to the visually challenged and are restoring vision like never before. OP

Crissy Smillie is the director of operations for world-renowned surgeon, Dr. Kerry Solomon, in Charleston, SC. Ms. Smillie has been in the ophthalmology field for more than 15 years. She can be reached at crissy.smillie@carolinaeyecare.com.