Providing exceptional customer service in a medical setting is key to patient satisfaction and trust. As ophthalmic professionals, we must prioritize clear communication, accountability and teamwork. According to the American Academy of Ophthalmology, excellent patient care leads to higher satisfaction rates.1 Additionally, businesses that deliver better customer experiences see revenues 4% to 8% above their market, according to The Doctors Answer.2 This article outlines core principles and practical examples to help increase “Next Level Care” in your practice.
Professionalism
Professionalism is about presenting yourself and your work in a way that earns the trust and respect of others. It involves your behaviors, attitude, and job standards. When considering your professional image, think about how you typically act and how you show up to work.
Attitude: Your attitude shapes how you show up to work each day, so demonstrating professionalism shows compassion to your patients. Imagine how it feels to walk in someone else’s shoes. For example, if a patient is nervous about a procedure, take the time to reassure them and explain the process clearly. “I understand that cataract surgery may seem concerning. However, Dr. Smith has performed thousands of surgeries over the past few years. Let me walk you through each step and your vision options so you know exactly what to expect.”
In addition, be friendly and helpful to patients and your colleagues. Use phrases like “I’d be happy to…” to provide positive options and solutions. For instance, “I’d be happy to help you schedule your next appointment.” Another example is, “I’d be happy to answer any questions you have about your treatment plan.”
Appearance: The saying, “You will never get a second chance to make a first impression,” emphasizes the importance of how we present ourselves at work each day. While not every day can be a perfect hair day, maintaining a professional appearance is essential in a medical office. As an ophthalmic professional, it is crucial to recognize and understand the impact of appearance, as it communicates first to you and then to others. How you present yourself affects your thinking, feelings, behavior, and how others respond to you. Each day, you must decide how you plan to show up. Ensure your appearance is professional and appropriate for a health care setting. For example, “I always wear clean, pressed scrubs, have neat hair, and ensure my name badge is visible to make a professional impression.”
Accountability
In the workplace, accountability means you own your individual responsibilities for your actions and decisions. Too often, we can fall into victim mode, blaming others or making personal excuses. For example, “It’s not my fault the schedule is messed up; it’s the receptionist’s mistake.” Instead, we should strive to take ownership and find solutions.
Accountability involves acknowledging reality, such as recognizing when the schedule is overbooked and proactively seeking ways to manage it better. It means owning up to mistakes, such as missing a call and taking immediate steps to repair the situation. For instance, “I missed the call, and I apologize. I’ll make sure to follow up immediately.”
Additionally, accountability is about finding solutions to prevent future issues, such as implementing a new scheduling system to avoid overbooking. By embracing accountability, we empower ourselves to make positive changes and improve the patient experience. (See sidebar, “Tips to Stay Accountable” below)
Tips to Stay Accountable
• Be honest: Always provide patients with clear, accurate information. For example, “I don’t have the answer right now, but I will find out and get back to you.”
• Apologize and fix mistakes: If an error occurs, promptly acknowledge it and offer a sincere apology. Take immediate steps to correct the mistake. For instance, “I’m very sorry for the mix-up with your testing. I’ll complete your test immediately and mark your chart to see the doctor next.”
• Follow up on promises: Follow through on your promises, whether returning a phone call or providing test results. For example, “As promised, I’m calling to inform you that your test results are in.”
• No excuses: Take responsibility for your actions and focus on finding solutions. For instance, “I understand the wait time was long today. We’re working on improving our scheduling to reduce delays.”
• Solve problems: Stay calm and assess the situation thoroughly. Collaborate with your team to develop and implement a solution For example, “Let’s work together to find a solution to this patient’s billing issue.”
• Focus on the team, not yourself: Prioritize the needs of the team and the patients over your individual interests. For instance, “I noticed you have a lot of patients today. Can I help by taking some of your calls or assisting with patient check-ins?”
Communication
Effective communication is essential in providing outstanding patient care. It involves what we say, how we say it, and how we listen and respond to our patients and colleagues. Here are some key characteristics of great and poor communicators.
Characteristics of a Great Communicator: A great communicator is clear and concise, ensuring patients understand their care. They actively listen, showing they value patients’ concerns, and maintain open body language, like making eye contact. They welcome others’ opinions, ask for input on treatment options, and keep an even demeanor, staying calm and composed in all situations.
A great communicator might relay these statements to a patient:
- Set Expectations: “The procedure will take about 30 minutes, and you’ll need to rest for an hour afterward.”
- Actively Listen: “I hear you’re concerned about starting retina injections. Let’s discuss your questions in detail.”
- Ask Patients for Input: “The doctor has recommended treatment for your dry eye disease. What do you think about those options?”
Characteristics of a Poor Communicator: In contrast, a poor communicator interrupts others, making patients feel undervalued. They display closed body language, like crossing arms, and dismiss others’ opinions with statements like, “That’s not important right now.”
The ‘Wow’ Factor
Creating a memorable experience for patients goes beyond providing standard care. It’s about exceeding expectations and making each patient feel valued and special. Here are some ways to incorporate the ‘wow’ factor in your practice.
Going Above and Beyond: Taking extra steps to show patients you care can have a significant impact. For example, “I noticed you were interested in LASIK, so I printed out some information for you.” This small gesture shows individualized attention, a commitment to patient education, and anticipates the patient’s needs.
Going the Extra Mile: Exceeding expectations means meeting patients’ needs and proactively anticipating and addressing them. For instance, “We are calling to see how you feel after your surgery this morning. How is your recovery progress?” This demonstrates a high level of care and concern for the patient’s well-being.
Creating the ‘Wow’ Factor: Patients expect good outcomes and friendly staff, but creating the ‘wow’ factor means going beyond these basics. For example, “We always greet our patients with a smile and ensure they feel welcome.” This simple act can set a positive tone for the entire visit.
Reflection
Consider what specific actions you can take to cultivate next-level care in your practice. What are 3 things you can do to make a lasting impression on your patients? For instance, “We can offer personalized follow-up calls, provide educational materials, and ensure a comfortable waiting area.” Reflect on how these actions can enhance the patient’s experience and contribute to a culture of excellence.
Conclusion
Providing exceptional customer service in ophthalmology is not just about meeting patients’ needs—it’s about exceeding their expectations. We can enhance patient satisfaction and trust by focusing on professionalism, accountability, effective communication, and the ‘wow’ factor. Remember, every interaction is an opportunity to make a positive impact. OP
References
1. Baker-Schena L. Growing role of patient satisfaction poses challenges. American Academy of Ophthalmology. Published April 1, 2015. Accessed Jan. 24, 2025. https://www.aao.org/eyenet/article/growing-role-of-patient-satisfaction-poses-challen.
2. Pure B. 21 amazing patient experience statistics that will make you switch your healthcare business to a specialty answering service. The Doctors Answer. Published Feb. 6, 2019. Accessed Jan. 24, 2025. https://blog.thedoctorsanswer.com/21-patient-experience-statistics.
