3

4

A TOTAL VISION SOLUTION

• Understanding

the patient’s

feelings

throughout

experience

• Using key

principles to

manage patient

expectations

• Exploring

patient needs

based on exam

and lifestyle

information

• Identifying the

best lens and/or

contact lens

products to

meet all of the

patient’s needs

• Understanding

your preferences

and styles

• Identifying the

preferences and

styles of patients

• Adjusting your

communication

accordingly

Your

Analysis

5

THINK ABOUT YOUR EXPERIENCE AS A PATIENT

• What is important to you?

• Who do you tell when you have a great experience?

• Who do you tell when you have a bad experience?

KEY PRINCIPLES: WHAT PATIENTS WANT

BE

TRANSPARENT

SET

EXPECTATIONS

MAKE A

CONNECTION

REVISIT WHAT

YOU DID

7

WHAT PATIENTS WANT

8

TRIGGER

There are four main triggers that get people to schedule an eye exam.

NOTICE A

CHANGE IN

VISION

REGULARLY

SCHEDULED

CARE

REMINDER

FROM THE

PROVIDER

EMERGENCY

Their current eye health determines whether they feel positive or

negative about scheduling an eye exam.

9

PATIENT QUOTES

I’m glad that they

asked me about

contact lenses when I

was scheduling – I

didn’t know that it

required a different

type of exam.

When I called to make an

appointment, it was like pulling

teeth with the receptionist to

understand how much time I

needed to take out of my day

for my appointment. I’m busy,

I’d like to know what to plan for.

10

WELCOME

• Greeted when entering store and at

check-in desk

• Efficient paperwork, likely digitized, done

in advance

• Personal information handled sensitively

• Go back within 5 minutes of scheduled

time

• Transparent costs/services at sign-in

• Greetings are inconsistent & don’t know

where to go

• Repeating hardcopy paperwork on each

visit

• Loud, open discussion of insurance &

payment options

• Typically 10 minutes but we experienced

20+ min waits

• Unclear about the “extras” listed on the

forms

TO confused, impatient, irritated,

anxious, unsure of what to expect

PATIENT EXPECTATIONS REALITY

FROM Optimistic, pro-active,

accepting of the task ahead

EM

OT

ION

AL

SH

IFT

11

PATIENT QUOTES

The gentleman out on the

shop floor greeted me

straight away, and he made a

point of getting up from his

seat, even though he was

with a customer, and showing

me where to go – that really

impressed me.

At the end of the exam, there

were all of these additional

charges. After an

explanation, I understood and

didn’t mind paying for it, but I

just wish they would’ve told

me before I went back for the

exam.

12

ASSESSMENT

• Several initial tests will be completed

relatively quickly

• Qualified technicians to carry out pre-

tests

• “What” and “why” for each machine

and what to expect

• Move smoothly between tests

• No clear outline or timeline of

progress, no signposting

• Check-in clerk conducts tests,

wondering if they’re qualified

• Inconsistency in detail of explanation

across stores

• Chairs all were difficult to move and

not consistent

EXITING

relief, sense of progress now

that testing is over, but also

some doubt as to quality of

results EM

OT

ION

AL

SH

IFT

PATIENT EXPECTATIONS REALITY

DURING

confusion, doubt,

irritation, impatience

ENTERING

relief, expectant now

that

“exam” has begun

13

PATIENT QUOTES

I really appreciated how the

assistant explained what we

were doing. I never knew

the doctor would use the

results from those tests; it

just always seemed like a

way to keep me busy while I

waited for the doctor.

I felt like the assistant wasn’t

paying attention to me or what

I was saying, just going

through a set process of tests

that they had to do. Felt like I

was in that room with a robot

almost.

14 Presentation title

THE EXAM

• Doctor will take time to get to know

patient as a person

• Detailed evaluation and explanation of

pre-test results

• Doctor demonstrates their expertise &

credibility

• Opportunities to ask questions

• Doctor will link everything into a clear

recommendation

• Inconsistent across stores

• Thinking out loud

• Referencing pre-testing

• Showing review of history

• Questions unanswered but think of

additional questions later

• Don’t connect test to results to

recommendations to reinforce value

equation (ClarifyeSM)

EXITING

unease, insecure, anxious,

unsatisfied (unexpected news,

lack of guidance)

EM

OT

ION

AL

SH

IFT

PATIENT EXPECTATIONS REALITY

DURING

reassured, relief (healthy

eyes, good vision, satisfied

with recommendations)

ENTERING

expectant, excited,

nervous, sense of

progress

15

PATIENT QUOTES

Why did I just sit for 15

minutes in that dark room?

The doctor didn’t bring up any

of those ‘tests’ that just

happened. I feel like it was a

waste of time.

I ask a lot of questions

typically, and honestly, the

explanations the doctor gave

about my results from the

other tests and about my eyes’

health answered any potential

questions I would’ve had!

16

POST-EXAM

• OD to directly convey any

reco/requests to retail associates

• Personal info to be treated sensitively

(as with arrival)

• Check out and pay at the same place

they checked in

• Awkward & inconsistent, with only

some completing a full transition

• Private info again being openly

discussed

• In some stores, patients feel forced to

“run the gauntlet” to end the

experience

EXITING

reassured,

confident (OD

transition direct

to retail)

EM

OT

ION

AL

SH

IFT

PATIENT EXPECTATIONS REALITY

ENTERING

optimistic, relieved,

reassured, prepared

(clear

recommendations

from the OD)

EXITING

insecure,

worried

(limited or no

transition)

ENTERING

confused, uneasy

(lack of concrete OD

guidance)

OR

17

PATIENT QUOTES

The doctor was great and we

talked about a bunch of options,

but I don’t really know what I

am supposed to do next.

18

SUPPORT / FOLLOW UP FOLLOW-UP COMMUNICATIONS

19

PATIENT QUOTES

I want to hear from my doctor’s

office, but on my terms. If I can

choose how I talk to the cable

company, I definitely want to

choose how I hear from my

doctor.

ACTIVITY: YOUR ROLE BEYOND THE EXAM ROOM

• Answer the following questions in your group and be prepared

to share back with the larger group:

1. How could your role change after today based on these

principles?

2. How might you reconsider the role of your staff?

3. How can you and those who interact with your patients

bring these principles to life in a way that makes sense to

your patients?

REASONS FOR STAYING WITH PROVIDER

28

57

70

92

98

108

108

111

114

120

130

165

Too much effort to change

Convenient parking

Same provider my family use

I trust their advice and guidance

Covered by my insurance

Price / range of frames

They use the latest technology

Used them before / always used them

Convenient locations

Offer a good eye exam experience

Experienced eye doctors

Offer personalized care / they listen to me

Why I stayed with my last provider

(52%)

(41%)

(38%)

(36%)

(35%)

(34%)

(34%)

(31%)

(29%)

(22%)

(18%)

(9%)

Total

market

Location less

of a pull

factor than

personal care

Having personalized care in which the eye doctors listen can encourage patients to stay

22 Presentation title

DEBRIEF • To attract and retain patients, it’s important to think about the patient

experience from their perspective

• By meeting and exceeding their expectations, you can not only keep the

patients you have, you can attract more patients and grow your practice

• Failing to meet patients’ expectations can significantly affect your practice

and your bottom line

• Consider every touchpoint the patient has with your practice, from

appointment scheduling through post-exam follow up

23

SUMMARY

• Key behaviors patients appreciate

• Patient expectations for each phase of the exam

process

• The emotional shift that can happen when patient

expectations aren’t met

• Your role beyond the exam room

• Your staff’s role in creating a great patient experience