Most ophthalmic practices excel at catering to the young LASIK patient and the older cataract patient. Patients between the ages of 40 and 60, however, are harder to satisfy. Among the first steps in targeting these patients, two of the most important are tailoring the consultation process by employing staff members who connect with these patients specifically and executing three core objectives, which are outlined below.
THE CONSULTATION PROCESS
Ideally, every practice should include a staff member who is him- or herself presbyopic to counsel presbyopic patients. Unfortunately, most ophthalmic practices have a younger staff that may not always connect with the over-40 consumer or relate to the vision challenges and frustrations these patients often describe.
One of my previous staff members, for example, used to tell patients that she was halfway to 40. Her tactic for building rapport, which was often not well received, did nothing more than highlight the differences between herself and the patient. However, younger staff can connect with the presbyopic demographic by showing interest in what the patient is saying. Often those who have worked in the health care industry or cared for a sick relative have the right personalities for the job. On the other hand, staff with no personal experience can relay situations their parents have been in, such as a mother being unable to read the menu at a restaurant.
THREE CORE OBJECTIVES
There are three core objectives to achieve during the consultation process: (1) establish a two-way conversation that engages the patient, (2) build trust and credibility, and (3) schedule the procedure. Helpful methods to close the deal can be remembered by using the acronym CASES: control the conversation; ask questions; simplify the educational consultation (ie, avoid being too technical); excel at answering questions and objections; and schedule the procedure.
Objective No. 1: Engage the patient. During an ideal consultation, the patient does most of the talking. Find out what the patient expects from the procedure and how he or she believes it will change his or her life. The goal should be to shift thinking into a future state, after the procedure is done, to highlight how much easier life can be. Leading a focused conversation using a mixture of open- and closed-ended questions engages the patient and allows the counselor to disseminate information about the procedure. Key questions include asking about his or her lifestyle, where the patient finds he or she is having vision problems, and how he or she has felt when glasses were forgotten at home. Shifting the patient’s focus to these problem areas can help narrow his or her feelings to the main points of concern. This allows the counselor to uncover the patient’s motivations, needs, and fears.
Additionally, ask the patient about his or her work requirements, how much time he or she spends on hobbies or playing sports, and anything else that provides a sense of visual requirements.
Objective No. 2: Build rapport. Sharing stories, empathizing with the patient, and discussing the benefits of treatment rather than the technical features are ways to build rapport. The patient counselor should refrain from sounding scripted or offering too much detail, however. Instead, let the conversation with the patient dictate the amount of information shared; in many cases, patients have already done a lot of research. Asking, “Have you checked us out online?” or “Have you read much or talked to friends who have had the procedure?” are good ways to assess how much knowledge the patient has already assimilated.
Imparting key messages and promoting the experience of the clinic and the doctor should be done last. One strategy is to share patient testimonials or those from a staff member or a physician who has had the procedure.
Some patients may not be receptive to surgical intervention. In these cases, ask questions to find out the nature of a particular objection and then address that issue. Common objections include inadequate information or fear of the unknown. Sometimes it is the patient’s partner who has hesitations. Therefore, having both partners present for the consultation can help overcome these issues as well as any obstacles to scheduling the procedure.
Think of patients’ objections as questions. Stay positive and use humor—when appropriate—to keep the patient at ease and more likely to be open to the information presented.
Objective No. 3: Schedule the procedure. The most important step at the end of the consultation is to ask the patient if he or she has any questions or if there is anything else he or she would like to share. Giving the patient an opportunity to speak freely is a good way to make sure all issues have been covered.
The final recommendation for a procedure must come from the surgeon. Robert Paul, MBBS, FRANZCO, of WA Laser Eye Centre in Perth, Australia, recommends informing patients about all available options before explaining which one is best.
Scheduling the procedure should be as easy as possible for the patient. If the surgeon is booked for weeks on end, it is a good idea to look at the practice’s procedures and processes and aim to be more efficient. Most people, once they have decided they want a procedure, want it done as early as possible. By waiting too long, it is possible to lose a percentage of patients who otherwise would be happy to proceed. Once the procedure is scheduled, follow-up with the patient within 24 hours to see if he or she has additional questions.
SUMMARY
Each point of contact between presbyopic patients and staff must be consistent. Preoperative consultation is just a conversation, but it should feel like a conversation with a trusted friend. Perhaps the most important aspect when catering to presbyopes is to develop a message that resonates with them. Finding and thoroughly training the right staff members is key to success with this market.
Andrew Godfrey, BAppSc(Optom), Hons (QUT), is a Clinical Applications Specialist with AcuFocus. Dr. Godfrey may be reached at e-mail: agodfrey@acufocus.com.
