Tips for helping patients to see the value in choosing your practice.

As an ophthalmic professional, you likely have a variety of experiences working with patients. Your interactions can be heart-warming, uplifting, sweet, or funny. Alternatively, working with patients can be frustrating, infuriating, discouraging, or exhausting. Each patient visit’s tone can influence how your day goes, the clinic flow, and the patient’s overall experience.

With all the ups and downs of the last year, here are a few ways to provide stellar customer service in an ever-changing time.

Be flexible.

This past year, you have likely experienced many changes in the customer service experience. You have had to flex, take on new responsibilities, or even learn a new position. Though you may not always be confident in these new tasks, it can help to repeat positive affirmations, such as “I got this!” Though change can be uncomfortable, embracing it seems to be a necessary option through the pandemic.

Adapt to technology changes.

Patients now expect some aspects of their scheduling, registration, or medication refills to be contactless — meaning they can accomplish specific tasks without speaking with someone. According a study from Accenture Strategies, 50% of people no longer care about interacting with humans during a customer service activity. Though ophthalmology historically serves an elderly community, many patients are more open to technology. Whether by office visit or computer, the in-person and virtual interactions with the patient must still leave them feeling optimistic about your team and doctors. Fast, accurate service can improve patient relationships and provide a positive experience.

Resolve issues the first time.

A customer service survey company, Review42.com , outlined the highest points of customer stress in 2020. These issues included insurance coverage disputes, anxiety-induced calls (often focused on incorrect bills), an inability to get through (i.e., long phone trees), no one answering the phone, and long-periods on hold. If your team has accidentally created stressors or barriers to patient care, now is the time to revisit processes. For example, if patients must wait too long for a prescription refill or to receive lab results, review your protocols to speed up the process. Working on solutions to operational issues such as these will enable you to respond to the patient the first time and provide excellent customer service.

Set yourself apart.

According to the Harvard Business Review, customer service is the hardest hit industry during the pandemic. Companies are missing employees and are trying to hire and train new staff to manage customer requests. In ophthalmology, you have an opportunity to set yourself apart, not only from other eye-care practices in your community but from other medical offices and industries. Patients are eager for a great experience. One way to set yourself apart is to offer solutions quickly and efficiently. Your patients will often judge their return to your practice on a single bad experience. Your process improvements can enhance your practice’s brand and image, helping you drive patient referrals.

Present your value.

People value how you treat them more than they value price or product. When you consider refractive surgery patients, you may feel squeamish about out-of-pocket costs to patients. However, patients who elect these services receive tremendous value for many years of their life. If we consider how their vision will make them feel and some of the independence they will regain, it becomes easy to educate them about their options. The goal is to help the patient feel comfortable with their decision about vision. With more interest in refractive surgery during the pandemic, focus on your office experience, allowing the patient to judge price and product for themselves.

Strive for positivity.

Last year was one of the most challenging times in any ophthalmic professional’s career. Most people dealt with a variety of home and work issues never seen before in our world. You likely feel tired and may have low employee morale. If you are feeling this way, consider ways to add positivity to your life. The pandemic may persist for longer than was hoped, but it will not last forever. Look for ways that you can continue to refill your gas tank. What do you love to do on the weekend? Do you have a creative outlet? Are you getting enough physical activity? Taking care of yourself is a must to create customer service solutions. A calm mind can help you deliver an outstanding patient experience. 

People appreciate good customer service.

With all the changes over the past year, one thing we can rely on is that patients appreciate good customer service. By utilizing technology, helping patients resolve issues the first time, and setting yourself apart, patients will choose you. When they do, be in your best frame of mind to address their eye-care needs. You will get through this time, and you play an integral part in helping your practice succeed. OP