Patient Care

Be our guest

How Boling Vision Center builds a “guest-centric” practice

BY ROBERT CALANDRA, CONTRIBUTING EDITORPHOTOGRAPHY BY ART HANSEN

When you enter Boling Vision Center and smell the warm aroma of coffee brewing, the inviting sweetness of freshly baked pastries or bacon sizzling on the grill, you might be surprised to be in a state-of-the-art ophthalmology practice.

But this northern Indiana practice offers more than just a Starbucks vibe — Boling is the only vision center in the state that performs KAMRA inlay implants for presbyopia correction. The practice also offers non-contact tonometry, laser-assisted cataract surgery, and blade-free (iFS, Abbott) LASIK.

The practice’s unique scents come from its ICE Café, which stands for “Integrity, Compassion, and Excellence,” an acronym for the practice’s core values. It’s all part of Boling Vision Center’s “guest-centric” care, says Hayley Boling, MBA, Boling Vision Center and INSIGHT Surgery Center’s chief executive officer.

“We have truly revolutionized the way we do eye care,” says Ms. Boling. “We’ve taken a different approach by making sure that we provide eye care in a way that consistently exceeds our guests’ expectations. We actually look for opportunities to provide ‘WOW’ moments for them.”

An evolving culture

Ms. Boling’s grandfather started Boling Vision Center in 1960 and earned a “great reputation” in the community, says Richard Boling II, MD, his successor and Hayley’s father.

When Hayley came on board in 2008, she saw ways to further burnish her grandfather’s, father’s and third-generation practice’s reputation. She worked from the ground up, taking jobs in every department in the practice, from receptionist to medical records to technician.

After completing professional development courses at the Disney Institute and Ritz Carlton Leadership Center, Ms. Boling came back with what Dr. Boling II says were “some unusual viewpoints” on how to create a more welcoming environment for both staff and patients. “It was our common vision, something that we wanted to accomplish. And that was a vehicle to help us put some teeth in our guest-centric effort.”

Standing in front of Boling Vision Center’s dedicated refractive suite are Richard C. Boling, II, MD, and Hayley Boling, MBA, chief executive officer.

Singling out new hires

The first step to building a guest-centric practice is hiring the right people. Boling Vision Center has a three-tier process that looks for people with a glass-half-full attitude.

“We hire based on attitude, and we will train for skill,” Ms. Boling says.

Only the best candidates reach tier three: a sit down with Ms. Boling in which she evaluates for overall fit and whether the person’s core values align with the practice’s. In addition, the candidate must show an interest in giving back to the community because “that is part of who we are,” Ms. Boling says.

Cindy Koehler, premium services coordinatior, discusses refractive surgery with Valleria, a prospective patient.

Jamie Couch fit the profile.

Four years ago, she was a supervisor for a corporate credit union that lost six of its top employees to Boling. She asked one departing employee what was so special about the ophthalmology practice. The answer: It was a great place to work. So, Ms. Couch applied.

“It wasn’t even at a time that I was looking for something,” says Ms. Couch, a technician and training development coordinator.

While the ICE Café impressed her, the people really sealed the deal. She came away feeling that she wouldn’t just be joining a practice. She would be joining a family. “The first interview pulled me right in. Their smiles and attitude were everything.”

Boling Vision Center expects all employees — from front desk staff to physicians — to be certified or at least be pursuing certification in their fields. For instance, receptionists and other front-office personnel go through BSM Consulting’s Certified Patient Service Specialist (CPSS) program, while billers/coders go through Certified Professional Billing (CPB) or Coding (CPC) programs. Each certification results in up to a 10% salary bump.

“To keep those people, we pay them well and give them great benefits,” Ms. Boling says. “We vocalize our appreciation daily and strive to continually motivate them.”

So what happens if a glass-half-empty type having a manic day slips through the screening? Boling Vision has a process in place that includes conversation, coaching, and training. If they still don’t measure up?

“We manage them out so they don’t end up poisoning the group,” Ms. Boling answers.

Service personified

With this approach to hiring staff, guests see smiling faces, helping hands, and the most technologically advanced care available.

Upon a guest’s arrival, a technician makes eye contact, walks with the guest (at the guest’s pace), and stays with the guest throughout the visit.

“We want to walk with them, talk with them, support them, and care for them,” Ms. Couch says. “They chose use to be their care provider. So, whatever we can do for them as far as their eyes are concerned — as well as physical, spiritual, and emotional support that may be necessary at times — we provide, because we are all in for our guests.”

Dr. Boling II with other members of the Boling Vision Center team (from left): Jennifer Paige, COA, Jamie Couch, training and development coordinator, Rhonda Kames, clinical coordinator, and Dawnette Hoffer, COA.

When a guest asks for help, staff members respond with “How may I serve you?” “It’s my pleasure” replaces “Thank you” at Boling. Following Disney protocol, staff escorts or gives a full hand point to a guest who asks for directions to the bathroom. (A finger point can actually be considered demanding or insulting in certain cultures.) “If you are pointing with a full hand it’s almost like you’re saying, ‘Here we go,’ or ‘Let’s go together’ rather than ‘Over there,’” Ms. Boling explains.

In addition, the previously mentioned ICE Café serves breakfast, lunch, dinner, fresh baked goods, and specialty coffees, teas, and sodas. The menu is open all day to guests and their families, staff, and the general public. Along with in-person orders, guests can call the café or text their food and drink requests.

Beyond customer service

Of course, all the Disney and Ritz training would be for naught if the eye care didn’t measure up. Dr. Boling II believes part of his practice’s success is that guests know his team of surgeons and medical providers are current with the latest surgical techniques and use state-of-the-art technology and machinery. (See “Technology to provide guest-centric care,” page 12.)

Dr. Boling II and Cindy Koehler (right), meet with a prospective patient at the practice’s ICE Café, named after the practice’s core values of integrity, compassion and excellence.

Dr. Boling II admits it’s not always easy to approve expenditures, but when the practice finds a worthwhile investment, “either a person who is very valuable or a piece of machinery and we’ve done our homework, we invest.”

And that investment — in facilities, equipment, staff, and guests — he says, has been worth it.

“It’s always worth the time and effort for anything that provides our team with the opportunity for continual improvement. Over the years, these efforts have allowed our team to establish long-standing relationships with guests who then recommend — even insist — their loved ones come and see us as well. That’s the biggest compliment that I can receive — to have the opportunity to work on a family member of one of our patients. When our guests tell others to come see us, that’s a huge testament to the quality of care and overall guest experience provided by our entire team.” OP