Customer Service

Improve your self-pay services

Patients who pay out-of-pocket anticipate top-notch treatment, so make sure you deliver.

BY ELIZABETH HOLLOWAY, COE, CPSS, PHR

Patients expect more from physicians and staff when they pay out-of-pocket. If your practice offers a variety of self-pay services for patients, such as optical, refractive cataract surgery, dry eye treatments, and cosmetic procedures, you must provide quality customer service.

Whether these self-pay options are a large or small part of your practice’s offerings, consider these tips when working with patients who pay out-of-pocket.

Credential the provider

When starting a discussion with the patient, credential the physician or staff member who will perform the service.

For example, a surgery counselor could say, “Mr. Smith, thank you for choosing Dr. Peters for your surgery. He is one of the best surgeons in our area, and he performs nearly 1,000 cataract surgeries per year. I see that he is recommending a lens to correct your distance and near vision after surgery. Let’s talk about what options you have.” Detailing Dr. Peters’ experience assures Mr. Smith that he will be in good hands with his chosen provider.

Be prepared for the patient

If you need clarification from the physician or provider, get it before the patient’s appointment. Review all consents and paperwork needed for the procedure so that patients have confidence that you know what to do.

Quote the correct payment amount

Take the time to verify insurance benefits before the patient’s appointment. For example, refractive cataract surgery patients might have to pay a surgical copay, anesthesia fees, or a facility copay as well as a fee for specialty lenses. If you underquote the cost and the patient pays the wrong amount, you will need to ask the patient for additional money, which could be an uncomfortable situation. These patients typically become upset and lose confidence in the office.

Knowing the correct payment amount can be even more challenging if a particular service is partially covered by insurance, such as contact lenses. Physicians and staff should work together to understand the patient’s payment responsibilities before quoting an amount to the patient.

Avoid judging patients

When offering patients self-pay services, do not judge patients by the way they look. If a refractive cataract lens is the best option for vision correction after surgery, the staff should provide the information in the same manner for every patient, regardless if the patient dresses nicely with matching hat and purse or wears a t-shirt and baggy jeans.

Many self-pay services provide medical options that impact a patient’s quality of life, which means each patient needs all the facts regarding the best treatment options.

Follow-up with the patient

When providing self-pay services, patient follow-up care is just as important as the initial exam or consultation. For example, some offices may call the patient the night of cataract surgery to make sure the patient rests comfortably and does not experience any difficulties. Others may send hand-written thank you notes to all LASIK consultations just for visiting the office.

What money cannot buy

Boutique practices offer a variety of self-pay options and focus on attracting patients who show interest in optional services not covered by insurance. When a practice decides to market these services, the staff should focus on making each patient encounter a memorable experience.

Patients typically invest in self-pay services because they want to improve their lives and the way they feel. And when patients have good outcomes and quality customer service experiences, they will tell everyone about the great care they received at your practice. OP

Elizabeth Holloway is a senior consultant with BSM Consulting in Clearwater, FL. Her current certifications include Professional in Human Resources (PHR) and Certified Patient Service Specialist (CPSS).