Author: Beth Workman, O.D

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ARE THERE SUPERPOWERS IN OPTOMETRY?

Reading time 3.26

Ever thought about your superpowers?  Sure optometry allows us to help our patients by taking care of their eyes and visual system.  That’s the reason we all wanted to become optometrists.  It also allows us to make a decent living and provide for our families.  But did you ever stop to consider the superpowers it also grants us?

OUR SUPERPOWERS

What am I talking about?  Here are some of my thoughts on our special powers.  We develop excellent night vision from all the hours we spend in a dark room.  My patients often comment about me writing my clinical notes in the dark (in the days before EMR). But, I think nothing of it.  I have become adept at dark adapting and functioning quite well in the dark.

We have great strength in the arm and shoulder muscles allowing us to keep our arms elevated for long periods of time while we refract our patients. This is especially true when faced with that patient who wants to see every choice two or three times.

Our thumbs are powerful from popping lenses in and out of frames.  Strong thumbs and fingers are also vital for prying our patients’ lids open. And even more challenging is keeping those lids open long enough for an examination or instillation of drops. 

We have an odd superpower of being able to recognize the front and back surfaces of transparent materials.  Once we develop this skill, we don’t think about it much. We use this skill daily when examining the cornea and the lens. 

But, it also comes in handy when we inspect lenses for defects and scratches and it allows us to identify the damaged surface.   It is useful when cleaning spectacle lenses, or in windows when at home.  We can tell if a scratch or smudge is on the front or back surface of a pane of glass or a windshield.  I took this skill for granted. I thought that everyone could do this.  But, it turns out to be somewhat unique to ocular fields. It is possible that others may share this ability. However, I still think it is unique enough to qualify as one of our superpowers.

Our spatial awareness is keen since we must reverse right and left for patients all day long. But, there is a down side to this.  When I am giving directions, I actually have to stop and think since my brain is so programmed to reverse right and left for my patients. My sisters know it’s better to watch which way I point rather than listening to what I say.

Weird math skills are also in our arsenal.  To be honest, they’re not really weird, just not skills most people practice anymore. We need the ability to do math in our heads. How many times a day do we transpose a prescription from plus to minus cylinder, calculate a spherical equivalent or just do lensometry?   

But it turns out that we do other things that throw off most people. We are comfortable with both positive and negative numbers.  We have no trouble adding or subtracting numbers with unequal signs.  Subtracting a larger number from a smaller one doesn’t throw us like some people.   If you don’t believe me, then ask someone to subtract- 5.25 from +1.75.  For us, it’s just basic lensometry.  Additionally, we are adept at working with decimal points and especially good at dealing with .12 and.25 increments. 

And let’s not forget the metric system that confounds most Americans.  It’s a snap for us as we move from metric to English measurements while explaining findings to our patients.  Imagine a patient leaving our office confused, and likely depressed, if we told them they had 6/6 vision in both eyes.  Or if we told them that most people work at 40 cm (16 inches) at near.

OUR TRUE POWERS AND ABILITIES

Joking aside, we know these are not true superpowers. Yet do our patients understand what we really do in an eye exam? I suspect they know our ability to diagnose and treat eye disease and refractive errors.  But do our patients know we are looking for ocular complications of systemic disease and medications?  Are they aware we are checking their neurological status? And that we need to be up-to-date on optics and the design of both lenses and contacts. Do you teach your patients what an eye exam is and how it differs from screenings they may receive other places? If not, perhaps you should consider explaining how much we are doing.

All super heroes require a costume and alter-ego. I’m not sure what ours should be. Do you have any ideas?  Perhaps, we just need a discrete little cape added to our lab coat or maybe an emblem with a giant eye or glasses. I’m not sure what our super hero would wear, but I am certain that our alter-ego would be wearing a great set of glasses (like Superman/ Clark Kent).    

 

Can you think of any optometry superpowers I missed?  How about suggestions for our costume?  Please leave any comments in the section below.

 

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AMBLYOPIA-CAN WE DO BETTER?

 

Reading time  5.18

The Problem

Do you ever get frustrated when a patient presents with a preventable problem?  Whenever I see a patient like this, I feel compelled to review my attempts at patient education.  Did I do enough?  Is there something else I could do that would be more effective in the future?

The source of my recent discomfort was a child with bilateral refractive amblyopia.   I have practiced for more than forty years and can’t believe this can still happen.  With all the advances we have made in other aspects of eye care, I would have thought we could have made some progress in this area too.

How can parents still be surprised that their child needs a professional eye exam before they attend school?  Many people still don’t know amblyopia is preventable, especially if caught early.  And for that matter, the public doesn’t know that amblyopia does not mean an eye “drifts”. These are facts that the general public can’t seem to grasp.  Speaking for myself, I know that I need to do a better job educating the patients in my care.

The patient I mentioned happened to be the nine year old son of a good friend and long-time patient of mine.  Her son appeared for his first eye exam at age nine.  He is a good student and plays on several different basketball teams.  Not only does he play on several teams, but also happens to be one of their best players.  He is a perfect example of a child who shows no visible sign of any eye problems.

I can’t say his parents don’t care because his parents are attentive and would make sacrifices to be sure their children didn’t suffer in any way. I won’t go into detail on all the clinical findings. Suffice it to say, his best corrected visual acuity in both eyes was only 20/50-.  His refractive error was more than five diopters of hyperopia with some astigmatism in both eyes.

I am optimistic that with therapy and close follow-up, we will be able to reverse some of his amblyopia.  Still his findings made me consider what I can do to step up my education of parents in my practice.

Patient /Parent Education

I am disturbed by any child who presents with amblyopia, but this one hit me especially hard.  Patient education is a big priority for me.  Telling parents that their children need a full eye exam between the ages of 3-5 is standard in my practice.

I point out that pediatrician and school screenings can miss many problems.  The development of the visual system is discussed.  Information is given on how amblyopia can develop.  I also share that the earlier the risk factors are detected, the better then outcome will be. But, even with that, it still allows children to slip through the cracks and develop amblyopia anyway.  I don’t know what the answer is, but I think it is something we need to consider.

We are all faced with the dilemma of deciding how to keep the levels of our care as high as possible.  How do we provide quality care, but also educate our patients?  Patients expect us to provide excellent care for their current problems. Though unspoken, patients also expect us to advise them on how to guarantee that their vision stays good for their future.

A Unified Approach

It is possible to change public opinion.  We can do a better job teaching the public about children’s eye care. It’s not impossible. When I get discouraged, I always think about the example of dentistry. They have educated new parents well. No parent would wait until school for their child’s first dental appointment.  Nor would they wait until their child complained about their teeth to take them to a dentist.  Yet, parents just assume that they will know if their child needs eye care.  Or worse, they have the false security that a screening will pick up any visual problems their child might have.

AOA began a public education campaign about the importance of early eye care when InfantSEE® launched.  There were a lot of public service announcements then, but they seem to have disappeared.  Ophthalmology has not done any better at educating the public.  And I’m not sure if all pediatricians are even aware that their screenings can miss potential problems.

A possible good start on changing the narrative on children’s eye care would be to team up with pediatricians and ophthalmologists and present a unified message to the public.  Pediatricians are vital to preventing amblyopia since they are always the first, and maybe the only doctor, to see infants and toddlers. Just as they instruct parents to take their children to the dentist, they could also emphasize that children need a full eye exam by an eye care practitioner.

It would be wonderful if all professions involved in the care of children could join forces to educate the public.  Even better would be enlisting the help of an industry leader in children’s health to underwrite the cost to get the message out.  That is well beyond what I can do, but would be a great dream for the future.

Begin in your Community

In the meantime, there is nothing to stop us from trying to make changes in our own communities.  We can work with the schools, pediatricians and ophthalmologists in our communities to come up with a plan that everyone can support.  Talk with local pediatricians and share with them your concerns about preventing amblyopia and identifying children who are at risk. Discuss the problems with screenings instead of full exams.

I think the responsibility comes back to each doctor in his/her practice.  We educate our patients about cataracts, dry eyes, glaucoma and macular degeneration to name a few.  But, be honest with yourself, how often do you discuss the importance of early childhood eye exams and the prevention of amblyopia?

I have thought long and hard about how to approach this with my own patients.  Since my time in the exam room is at a premium, I need to think of other alternatives to help.

I have no new revolutionary ideas to present.  Pamphlets, flyers or posters around the office could help. Creating a special education campaign could be part of your Back to School efforts. Giving a handout to all parents with children is an obvious possibility. Printed materials are helpful, but the problem is they don’t always get read. Providing additional information on our websites, blogs and social media platforms can be useful, but only if a parent chooses to read it.

For these reasons, I concluded that I must make an effort while parents are in my office when I have their full attention.  I will continue to make a renewed effort to provide information on childhood visual problems. That presentation will stress our ability to prevent these problems.  Without us providing the answer to why early eye care is so important, our efforts may fail.

This educational effort may be a place where we can all learn to delegate. If we don’t have the time, then maybe we should consider training one of your staff to take over that duty. Our staff could also be an effective addition to the other educational efforts in our office.  Most offices use staff effectively for contact lens training, so why not consider expanding that to cover other issues.

No parent wants to neglect their child’s health.  If we provide them with the proper information, hopefully they will make the right choice.

Every doctor needs to consider how to handle this best in their practice.  We need to address amblyopia prevention if we expect to provide the best care we can to our patients and their families.

 

What measures do you use in your practice to educate about the importance of early childhood eye care?  Do you use your staff to help with education efforts? Tell us how you handle pediatric care in your office and leave ideas that may help others in their practice. Please leave your comments below and join in this important discussion

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WEBSITE FEATURES AND EXTRAS

Reading time 5.05

I intended to write a single blog on websites.  But, the content just kept growing into now three parts. I don’t think that I can stress enough how important your website can be to your practice.  It is worth taking the time to be certain it represents you well.  It is the cornerstone of your marketing efforts.

As before, I will begin with a disclaimer that I am not in any way an expert on websites.  These are my observations from looking at many different sites.  In doing so, I have formed my own opinions on features I like and other things that I don’t.  There is no right or wrong.  It is your choice.  Everyone has different preferences.  Discuss ideas with whoever created your website and decide on what represents you best.

Transition Speed

We have all seen websites where the presentation of information changes in an automatic set sequence.  This can be photos, copy or both. I have seen this used on landing pages and also with testimonials.  A pet peeve of mine is the transition speed.  Some change images so fast that it is impossible to read the content.  If this happens, you are defeating the purpose of having the feature there because it will not get read.  It is just too frustrating.  If the transition speed is set too slow, no one is going to sit around and wait for the next entry to appear.  There is no reason for this problem.  Transition speed is a simple adjustment.

Links

If your website has links, then check them to be certain that they are still functional and useful.  It is annoying to click on links that do not work. This also applies to links to your social media pages.  I have clicked to many social media pages that haven’t had a new post for months or even years.

If you provide a link to your social media pages, visitors to your site will sometimes click on them. Try and be current. It doesn’t look good when all your posts are old.

I know amidst all the other things that occur daily in your office, it is hard to come up with new posts on a routine basis. There are many companies that can assist you with subscription services for social media. These services will guarantee new posts on your pages at a set frequency and relieve you from the stress of coming up with content.  I feel that my company does an excellent job and encourage you to look at our services.

Links to blogs should also link to new content.  If there are no recent entries, it gives the message that you may not follow-though on other things as well.  This is not an impression you want to give to your patients. I know how difficult it is to write new patient blogs. Remember, there are no rules. Weekly or bi-weekly is nice but not always practical.  It could be every month or every other month. Try and set up some frequency that will work for you.  Adding new content to your website at a regular frequency does help with search engine optimization.

Sticking to a set frequency means you are never in the situation where the most recent post is from a year ago. Just as with social media services, there are also companies that can provide you with patient blogs. Again, I can’t speak for other companies, but we do provide those services as well.  If you are interested in getting more information- let us know.

General Information Checklist

Be certain that your office hours are easy to find.  Address and phone numbers should also be accessible.  Directions to your office are a nice addition to your website. I hate it when I have to go looking for basic information.  Make it prominent on your website and maybe even repeat it in several locations.

Contact buttons for the patient to send a message to you via the website or an e-mail contact are also helpful.  Be certain someone checks them often and follow-up is efficient and prompt.

Consider listing how to contact your office for emergencies. Give general instructions on what they should do if there is an emergency, for example going to an emergency room.

Insurances that are accepted can be helpful information for your patients.  Most sites have this, but if you don’t, you might want to consider adding it.

Patient Forms

Many websites include access to patient forms to complete in advance of their appointment.  If forms are on your website and a patient has filled them out, don’t ask the patient to fill out more forms at the time of their exam.  When a patient chooses to fill them out in advance, they do it to save themselves time when checking in to your office.  A patient will get angry if you then ask them to fill out another form with a lot of the same information.  This is definitely not a response you want at the beginning of their experience in your office.

Website Extras

If your staff is multilingual, use it as a selling point for your practice. Display it on your website by listing the languages your staff speaks.  When a patient is not proficient with English, this makes them feel more comfortable. It might be the reason they choose your practice for their care.

A tool available on some websites allows a patient to click on an icon and translate the website to a different language.   The original translators began with services like Babelfish and Google translator.  My website builder says it requires using a plug-in or an embedded code from a translator service.  I have read varying reviews on these services. I don’t know about their accuracy.  But, if your practice has a lot of non-English speaking patients, it might be worthwhile to investigate it further.  It shows your desire to communicate with all your patients.

A feature I have seen used on some sites allows the visitor to change font size. I think this is a great option for any optometrist.  Usually it is a button you can click on and it makes all the fonts increase in size.  I know that you can magnify anything on your computer, but there are a lot of people who don’t know how to do this. For our patients with decreased vision, an option to increase the font size would be useful.  I do not have any direct experience with this function, but know it impresses me when I see it added to a website. I have included a link to an ophthalmology practice that I refer to so you can see it in use. Look just above the navigation bar.   https://www.retina-doctors.com/

In Conclusion

I hope that this information inspires you to give your website another look to see if you can make it even better.  It is one of your most valuable marketing tools and represents you all day, every day.  If you already have a website, you don’t have to start all over.  Just consider making small changes to improve on what you already have.

If you have not read the first two parts of this website review, they are in the previous two blogs.  They don’t take long to read and will give you other ideas to consider when reviewing your website.  Even if you don’t make any major changes, just consider reviewing it to make sure it is still serving you well.

We encourage you to make comments on problems you have encountered with your website.  Or better yet, how about sharing your solutions and features that have worked well for you. We look forward to your comments.

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WEBSITE CONTENT- MAKE IT PERSONAL

Reading time 3.48

Let’s talk some more about our websites and the many possibilities to improve its impact on visitors to the site.  This is part two of a series on websites.  The first part of the discussion is in the previous blog.

The first blog dealt with the style of your website including choices of font, colors and some information on the content of the website.  I will again tell you that I am not an expert on website design.  What I am offering are my observations about design and content.  My hope in sharing this is to inspire you to look at your own website and make sure that it is doing a good job representing you.  Your website should encourage visitors to your site to become a patient. It should reflect your values and the culture of your practice. Your website is a valuable part of the branding of your office and should not be neglected.

Talk about your Staff- Not the Equipment

So many websites I have visited, list and feature all the new equipment they have. That’s always been a source of confusion for me.  I know that new equipment and staying on the cutting edge is a big investment in our practices. Understandably, we are proud to have this these advances in our offices.  New technology makes us better clinicians with better results for our patients.  I feel that this is why we sometimes feature the technology on our websites.

But, I don’t think our patients or visitors to our websites get it.  I don’t think it impresses them like we think it should.  Patients understand that new technology is important, but I don’t think they realize what it does.   I’m not sure what kind of an impression you get by featuring the equipment in your practice.

When I visit a doctor’s office, I assume that the doctor has the latest equipment needed to provide me with quality care.  Telling me about the equipment and the names of the pieces means very little to me. Have you ever researched a doctor’s office you were planning to visit to see what technology they have available?

Highlight your Staff

Visitors to your website want to know how they will be treated by the doctors and staff in the practice. Patients want to know about the people that will be taking care of them. Be aware of this when writing copy for our websites and social media.   We tend to write so that we will be impressed. Our copy is filled with all the information we think our patients should know.  But the world is different now, we need to write our copy to give the information that a patient wants to know.  We need to look from a patient’s perspective.

If you must brag, then brag about your staff and how quality patient care is everyone’s priority. When a visitor to your site clicks on the staff tab- do they only see information on the doctors in the practice or do you include your whole staff? I have seen it done both ways. I feel that an office functions best when everyone is a team. So I like to see the entire staff featured. This shows patients that you view all your staff as important members of the team.

If you have a large staff and feel it is too cumbersome to highlight each member, then perhaps you could group them by their function on the team. For example feature the front desk receptionists together.  In a similar style, you could group opticians, technicians, back office personnel, etc. That gives a very different message than only featuring the doctors in your practice.

Putting a more personal touch on your website makes you appear more approachable.  If your staff don’t want their last names included, then that’s ok.  Only use information that they feel comfortable sharing. Another advantage of highlighting all your staff is showcasing the years of experience your staff has.  This makes prospective patients have a higher level of confidence in your ability to provide them with excellent care.

Update periodically

Websites offer you the opportunity to make a great first impression.  It’s true it can be a lot of work to create one in the first place.   The temptation to just let your website stand with no revisions or updates can be appealing.  But it is not serving you to its best ability.

You update your office décor and your equipment, so don’t forget your website. Your website is out there representing you 24/7.  Make sure it represents you well. Try and look at the message you are putting out to prospective new patients.  Have your staff, family and friends visit the site and get their input.  You could even ask some of your patients to give their feedback.  Do they think it represents you well? Do they think that things should be added or changed?  It’s not something that you have to do all the time, but it is a wise investment to look at it periodically.

 

 

How do you handle staff information on your website?  Do you write a short biography for everyone or only the optometric staff?  Do you feature equipment on your site?  What is your opinion on including information on the technology available in your practice?

Leave your comments below.  Share information on the content of your website that you feel has helped to attract people to your practice.  If you want more information on website review, please read the blog before this one for other suggestions. In the next blog (the third part of this series on websites), we will discuss other possible features that can be added to your site.

 

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WEBSITE APPEARANCE-TAKE A GOOD LOOK

 

Reading time 5.42

By now it should be obvious that there are good reasons to have a website. A few possible functions of a website are marketing and giving 24/7 access to your practice. It can offer general information about your office policies, hours, directions and insurances accepted.  You might choose to add appointment scheduling, contact lens ordering or other more advanced functions.

But, there are other important functions a website provides.  It can increase connections between you and your patients. Your website could be the first, but hopefully not the only contact, a potential patient may have with your practice. Your website also conveys the culture and values of your office and doctors.  If you choose to use a mission or vision statement you can make a direct statement.  But be aware, it is also conveyed by the tone of the copy on your website. When I discuss copy, I am talking about the written material on your website.  It also applies to the written portion of e-mails and social media posts.

Being honest and up front, I am in no way an expert on how to set up a website or what features you need.  I feel that it is an individual decision made by those in the practice.  However, I will admit that I have examined a large number of websites of optometric practices.  I did this for research when I was creating my own company’s site. There are no set rules for website content. What I am offering here are just my ideas and observations about websites.  You may agree or not- either way is acceptable.  As I said, it is your choice. I do hope that this blog will at least inspire you to examine your site and make changes if needed.

Since there is a lot of information to cover, I decided to write this blog in three parts.  In the first part, I will deal with the look of your site and some thoughts about the copy (written part) itself.  In the second part, I will discuss more about the copy and content of a website.  The third part will discuss other possible features of a website.

CHOICE OF FONTS AND COLORS

How legible is your site? As a visual profession, we should be aware of this. We know that our patients, and thus the visitors to our site, are of all different ages and all different visual abilities. Exercise great care in choosing the fonts and colors used throughout our site.  If a person has to struggle to read it- it won’t get read. To make you website effective, you must remember who your target audience is.

When choosing a font be sure that it is easy to read. Not all fonts are.  Find one that appeals to you, but is also legible.  Try out the print size and font type on some older patients, staff members or family members. Get their feedback on how easy it is to read. I recommend using an older person (65+ years) and a person with reduced acuity if possible.  If you only test it with people who are in their twenties and thirties, you may not get the information you need.

Be aware that you can alter the spacing of the font. You are able to compress or extend the space between letters.  The weight of the font is another variable.  The weight is the thickness of the line stroke of the letter (i.e. boldness).  When I constructed my website, I had them increase the weight of the font to make it easier to read.

The colors used on your website often coincide with your logo if you have one.  Many people have consulted and created a branded look for their practice.  If so, then the colors and fonts used on your website should be consistent with your brand.

Some websites feature a dark background with light letters.  One example would be a black background with white letters. These sites can be striking, but be careful because they can also be difficult to read. When you choose to use a dark background- font style, size and weight become even more important.

Look at how your chosen background color and font color interact.  Colors that are not compatible create retinal rivalry. The results in an unpleasant visual experience.

EVALUATING THE COPY

If you wrote the copy, I would recommend that you ask other people to read it before finalizing it.  It is much easier for someone else to find the places that are confusing or unclear.  Proofing your own work is difficult. We know what we were trying to say, so when we proof our own work it will all seem clear to us.

There are a lot of apps that you can use to help check your copy.  You can use the spelling and grammar checks included in your own software. There are apps like https://www.grammarly.com/ to check for grammatical errors.  I use the Hemingway app   http://www.hemingwayapp.com/  to help me edit my writing. It identifies sentences that are complex and difficult to read.  I don’t always make all the changes it points out, but it does give me an objective way to view my writing.  It will also give you word counts, reading times and reading grade level.

When writing for the general public it, your goal is to write to a seventh to eighth grade level.  Definitely proof your copy and look for spelling mistakes. Typos and spelling errors give the impression that you are careless, sloppy or don’t care.  None of these are impressions you want to give to a prospective new patient.  As a final step, I read my copy aloud and find that this can identify awkward passages.

The written part of your website (copy) should avoid technical jargon- to make it easy to read.  Using technical terms does not impress potential patients.  It can come across as you being a medical snob. Or it can give the impression that your communication skills are not good. Neither is going to get patients in your office.

RECONSIDER SUPERLATIVES

I don’t like the use of superlatives in website copy.  You may or may not agree, but I think you should at least think about it a little. Examples of superlatives are; “We offer the best care in the county…”, “We were the first to have this piece of equipment or do this procedure…”, or “We are the only ones in the area to have a certain piece of equipment…”.  I dislike them for several reasons.  Number one- they are difficult to prove and often are not true.  Other doctors are always updating their procedures and equipment, so how do you know you are the only one or the best?

Another reason I dislike superlatives is they can paint you as a braggart.  Is that the image you want to project?  There is a fine line between being confident and tooting your own horn and the perception that you are bragging.  I feel you can come across as confident and knowledgeable in a more subtle way that presents you in a more caring manner.  It just takes a little more thought in what and how you write.

MAKE IT PERSONAL AND CONNECT

I would much rather read something personal about yourself and your practice.  What you take pride in, how you feel about your staff and patients and how you decided to be an optometrist are of greater interest to me.   Including general information on your family and hobbies can also help patients connect with you.  Sincerity is very important.  Don’t make statements because they sound good.  Only make statements that are true.  Authenticity is a desirable trait in today’s world.  Being humble and sharing why you chose to practice optometry can create a connection with your patients. You can share that you stay on the cutting edge of all new changes in optometry without bragging.

Take the time to look at your website and what it says about you as a doctor.  Does it accurately convey your beliefs, goals and commitments to your patients?  Does it make a prospective patient want to visit your office?  And if they do visit you, is their experience going to be consistent with what your website conveyed?

Join us in the next blog for more information on making your website represent your practice and function as an effective marketing tool for you.

What are your feelings about the construction of a website?  Do you have suggestions about features that have worked well for your practice? Share your comments below.

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WHAT’S IN A NAME? MANNERS IN YOUR OFFICE

 

“What’s in a name? That which we call a rose by any other name would smell as sweet.” 

   Romeo and Juliet   Act II, Scene II

   William Shakespeare (1564-1616)

 

Reading time 4:30 min.

 

I have to disagree with William Shakespeare a little.  When it comes to a person’s name, sometimes it is important to get it right. Watching the public interact with strangers, sometimes I want to cringe.  That is especially the case when I am in a more formal setting like a doctor’s office.

My mother is 97 and still sharp.  It strikes me as a little strange and cavalier when we are in a doctor’s office and a twenty year old technician calls my mother Marjorie.  Of course, my mother wouldn’t say anything or correct the technician even if my mom felt it is rude. But quiet acceptance doesn’t mean it is well-received.

My mother is not an exception. Many of our older patients feel it is somewhat presumptuous when addressed in such an informal fashion by someone they do not know. My mom was born in 1921. She is a part of The Greatest Generation (1901-1926).  It was important then to respect your elders. Now that she is an elderly person herself, she feels it is appropriate to ask what name she prefers.

That was not the only generation raised to feel this way.  My parents also ingrained that behavior in my sisters and me.  We grew up in the 1950’s and 1960’s.  I am in the Baby Boomer generation as are many of the patients we see on a daily basis.  We also learned to respect our elders. That rule of etiquette became a part of how we interact with others.  Many in this age group still expect that treatment. I know it may seem antiquated to some people, but I think there is some merit in reviewing and considering this old rule of etiquette.

Some rules of etiquette still make sense in today’s modern world, despite the fact that they are disappearing. Common courtesies when speaking to an individual are important.  Baby boomers learned that if we were speaking to someone our age or younger, then it was proper to use the person’s first name.  But, it was a sign of respect to address people who were older by using their social title (Mr., Mrs., Miss, or Ms.) or their professional title (Doctor, Reverend, Father, Sister, Judge, etc.).  If the person said it was alright to use their first name, then you were able to address them as such.  But, it was only done with their permission.  If they didn’t suggest you call them by their first name, then you could ask for their permission.  But you never used their first name alone without asking first.

Showing respect and some common courtesies to your patients is a simple and inexpensive way you can make your office stand out from others.  To me, that means how you treat a patient from the moment they walk in the door to the time they leave the office.  Phone conversations, e-mails, letters and social media posts should also follow the same rules.

I read somewhere that a good way to look at what constitutes good manners today is to think about how other people may feel about the interaction.  How the recipient perceives your actions is more important than what is the easiest and most convenient for you.

Think about it. Doesn’t your patient offer respect to you by calling you Doctor?  Patients don’t assume they can address you by your first name. They show respect for you and the work you did to earn that title. Personally, I don’t mind my long-standing patients calling me by my first name. In fact, I often suggest that they do. Yet, it would seem strange to me if a patient new to my office began calling me Beth without asking or establishing a relationship with me first. I think that would be true in most offices. If the patient offers us that courtesy, shouldn’t we reciprocate?

Suggestions for today’s offices

There is the argument that everyone has much more informal interactions these days. But that doesn’t make it right in every situation.  It is never wrong to be polite and considerate. Always ask a patient if you can use their first name.

If you don’t want to be overly formal by using social titles (Mr., Mrs., Ms., etc.) then at least use their first and last name on your initial encounter until you know how they want to be addressed.

Don’t assume you can shorten their name (i.e. Bill for William or Cindy for Cynthia, etc.).  Ask them the name they prefer.  Show your respect for them by always asking first.

When a patient has given me permission to use their first name, I generally put a note in the chart to indicate I have their permission to use it.   If they prefer a shortened version or nickname, I also record that.  When their name is difficult to pronounce, I try and write it in phonetics so that the next time I meet them, I will pronounce it properly. People will notice your efforts to use their name correctly.

We all want to make our offices stand out from others. Why not try this simple trick- be polite, courteous and sometimes maybe a little old-fashioned with manners? So few people offer these courtesies any more, you will stand out as special and unique just by being polite.  Don’t mistake good manners, respect and common courtesies with being formal or stodgy. An informal, fun, casual environment can still be respectful.

There are many ways to distinguish our practices. Each practice must decide what works best for them.  Offering state of the art care with the best staff, facilities and equipment accomplishes that goal.  I don’t disagree with that and in fact, encourage you to always set a high standard for the care you offer. But be aware, these changes might not always have the impact you are expecting.  If you ignore some of the simple and basic rules of dealing with people, your patients may not even notice what you think they should see.  Patients come back to your office because of how they felt about the care and attention they received while in your office.

Greet a patient with a smile. Shake their hand.  Have a friendly tone to your voice in person or on the phone.  Make eye contact and give them your undivided attention.  Treat them as a valued visitor to your office and not as an inconvenience to your day.  When they leave your office, they should know without a doubt that you valued them, cared for them and want them to return.

For more information on the thoughts and values of different generations of patients seen in your office go to http://www.marketingteacher.com/the-six-living-generations-in-america/.

How is a patient addressed in your office? Do you have a set policy?  Do you feel it is important to consider this issue of names?  Leave your comments below.  Share your ideas on how you handle this in your office.  Let’s start a discussion.

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HUA- BECOMING BETTER AT LISTENING

Reading time 2:57

 

I find the origin of words and phrases fascinating. This phrase was a new discovery for me, not because I had never heard it before, but rather because I just became aware that it has an actual meaning.  In movies (i.e.  “Scent of a Woman”  https://www.youtube.com/watch?v=YuYUzjNiZqk ) or just in jest, I have often heard HUA uttered. Usually by a military figure and most often by a male. I always thought it was just a guy thing.  Kind of a masculine and/or military type of grunt.  I had no idea it was an acronym. It has many spellings and variations in the pronunciation, but for the acronym, we will return to its simplest form.

HUA stands for “Heard, Understood and Acknowledged”.  I love that!  It’s a great acronym for a meaningful sequence of events that is important in both our professional and personal lives.  There is a lot of talking going on all the time, but how much listening are we doing?

I have always liked this quote by Stephen Covey. “The biggest communication problem is we do not listen to understand.  We listen to reply.”  It is so true and that lack of listening to understand is becoming a major problem.  Do you listen carefully to your patients?  Do you hear what they are saying?

When I graduated, my first job was in the Department of Ophthalmology at the Cleveland Clinic. I remember one of my mentors saying that we, in eye care, are lucky.  If we listen to a patient, they will usually tell us what their problem is before we even do any examination.  This was back before the days of Google and he didn’t mean that they would come up with the definitive diagnosis.  What he meant was that from the patient’s chief complaint and a few well-placed questions, a viable differential diagnosis could be created. And he was right.  In fact, I enjoy seeing if my diagnosis from just listening to the patient’s complaints and comments will match my final diagnosis.  I am surprised by how often it does.

But, listening doesn’t stop there.  What about your staff?  Do you listen to them and their concerns and ideas?  If you aren’t, you are missing one of the most valuable resources you have. Some of your staff may be new to eye care, but others have years of experience.  They have worked other places and seen the good and bad in other offices. Why aren’t you utilizing their experience?

I have heard it said that when you hire a pair of hands, you also get a brain for free.  So why not use staff ideas and experiences to benefit your practice?  Make yourself open to your staff’s suggestions and observations. Our staffs are on the front line and they can often see both problems and solutions. But, do you listen to them when they tell you something?  I’m talking about the day-to-day running of your office.  Encourage your staff to offer you suggestions and ideas.  But more important, listen to your staff and consider their ideas.  Be open-minded. You might learn something new.

Another benefit of welcoming ideas from your staff and letting them help to develop the solution means your staff will be more likely to make sure it works. We all buy into solutions we had a part in developing. It also delivers the message that every staff member is an important part of the team.  Showing your staff members you hear them and value their input, makes them a more willing and productive member of your team. It also creates a positive work environment which benefits everyone.

It is so simple, but profound.  Just learn to listen!  Make HUA your credo.  And even better – why not HUAA.  Heard, Understood, Acknowledged and Appreciated!

 

Since our technicians often take the history before we see the patient, how much of the history, if any, do you repeat to be sure all pertinent information is there?  Do you want to hear a patient tell you their chief complaint themselves?  How do you facilitate and encourage your staff to help solve problems in your office?

Leave your comments below.  We are always anxious to hear new approaches to improve communication.

 

This has nothing to do with the blog and is just for fun: If you would like to see the famous tango scene from “Scent of a Woman” with Al Pacino playing a blind retired soldier, the link is provided here:   https://www.youtube.com/watch?v=F2zTd_YwTvo.  Enjoy it.

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SHOW AND TELL- EDUCATION FOR OPTOMETRY

Reading Time 4:13

 

Recently I realized how important show and tell can be in taking care of our patients.  We all learned early in our careers to never assume a patient knows how or what they should be doing. For that matter, are they actually doing what they say they are? On our tight schedules, it is so easy to just accept what our patients say.  But, the fact is we can’t trust them to always tell the truth for a variety of reasons.  Leading that list of reasons is that the patient knows what they’re doing is wrong.  They don’t want to confess their shortcomings because they know a lecture will soon follow.  We must also wonder if our patients ever received the right instructions in the first place.  This is especially true with patients who are new to our practice.

All doctors have their own set of horror tales of patient education gone wrong.  It takes time, listening and careful questioning to make certain that our patients understand our instructions.  Even then, it is no guarantee that they may not do something that could affect their treatment and final outcome.

Last week, I had a man come to my office for his exam.  He began by telling me that he works in a dirty environment and that he has dry eyes.  Artificial tears were used to help the dry eyes. The dirty environment meant he needed to wipe his lids while at work.  I could have let it go at that, but I wanted to know more.  Upon further questioning, he said he used the tears when he felt his eyes were dry. There was no routine frequency of use.  When I asked how he wiped off his lids, he offered that he was using alcohol preps!

As I continued the exam, I saw a notation I made on his last exam. I noted that he was a poor responder on refraction with variable results on his last visit.  On external exam his eyes looked irritated. Based on that and my note from his previous visit, I decided to use some artificial tears to improve the quality of his tear film for the refraction.

I opened a trial bottle of artificial tears, but instead of putting them in myself as I usually do, I decided to let him do it instead.  What I saw shocked me.  He ran the bottle along his lids just below his lash line. He administered approximately 4 to 5 drops, none of which even looked like they made it to the eyes.  The tears ran down his face and there was no doubt the bottle was now contaminated.  And that was in a clean office environment.  Imagine what happened to him on a daily basis while at work in a dirty environment.  This was the worst attempt at instilling drops I had ever seen.

I was thankful that I had given him the bottle instead of just doing it myself.  Valuable information would have been missed in how I advised him on his future eye care.  I would have assumed that he knew how to instill drops since he offered that he was doing it on a daily basis.  The treatment I suggested wouldn’t have been successful since the drops weren’t handled correctly.

I took the time to instruct him in the proper way to instill drops and then watched him do it several times in each eye. Yes, it took some additional time, but it made the difference in whether the total treatment plan succeeded. Needless to say, he was also instructed to abandon alcohol preps as a lid wipe and alternative treatments suggested.

I couldn’t help but think of all the patients I prescribe drops on a daily basis. Artificial tears, rewetting drops, allergy drops, and medications are all prescribed routinely.   But, how many times have I stopped to make sure their technique was proper and efficient?

Another Lesson Learned

I also learned another lesson about instilling drops from my own mother.  She has a dry eye as well.  I gave her artificial tears and told her how often to use them. In her case, I had showed her how to instill the drops and watched her do it several times.  A few days later she told me she was having problems.  So when I was at her house, I asked her to show me how she was using the drops.  Her technique was good except for one major thing.  She was trying to do it while standing up.

I never thought to tell her to only attempt instilling drops from a seated or supine position.  I realized that I had never included this piece of information to any of my patients.  But, I have since changed my instructions. I had never considered that a patient would attempt putting in drops while standing. The possibilities of losing balance or falling while instilling drops concerned me.

This is especially worrisome in the elderly patients who are often the ones most likely to need drops. They are also the group most likely to have problems with balance. I now make the suggestion that they only use drops when seated or laying down. Of course, it is possible to put drops in while standing, but it is more difficult.  Having a patient tip their head back can cause problems with equilibrium and could precipitate a fall.  Why not err on the responsible side and give patients instructions that keep them safe?

Show and tell may seem like an antiquated children’s game, but in my practice, it has become a valuable adjunct to my verbal patient education.  We would never think of dispensing contact lenses to a new wearer and not offering instructions in their care and handling. I don’t know of anyone who would expect a patient to learn how to insert and remove their contact lenses on their own.  Maybe we need to think about our instructions in other areas of eye care as well. If there is no time in your schedule for this instruction, then why not consider training one of your staff to become your patient educator.

Have you ever experienced problems with patients harming themselves by doing something wrong? Have any of your patients not gotten the proper results because of an error in the way they used the drops?   What do you do in your office to be certain patients learn proper procedures?  Do you use your staff to help in educating your patients?  Leave your comments and suggestions below.

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LOSING OUR SENSES-FINDING BALANCE IN LIFE

A photo of road signs showing we have the choice to love, change or leave situations.

Reading time 4:10

“If people are highly successful in their professions, they lose their senses.  Sight goes. They have no time to look at pictures.  Sound goes.  They have no time to listen to music.  Speech goes.  They have no time for conversation.  They lose their sense of proportion- the relationships between one thing and another.  Humanity goes.  Money-making becomes so important that they must work by night as well as by day.  Health goes. …What remains of a human being who has lost sight, sound and a sense of proportion?  Only a cripple in a cave.”                                                                                                                                                 Virginia Woolf

WORK-LIFE BALANCE

I stumbled upon this 1938 quote by Virginia Woolf in an old newspaper clipping I found folded up in a book. It impressed me as an eloquent description of the position we all find ourselves in daily.  The quote appeared so apropos for today’s dilemma of seeking a balance between our work and our personal life. We feel pressured to make our practices grow and to provide for our family and our staff.  We all struggle as we try to honor our professional commitments and yet find time to pursue personal interests.  Unfortunately, the scale often tips to the professional side at the cost of our own personal lives. There’s so little time for family, relaxation and recharging.  It’s no wonder we suffer from burnout.

A UNIVERSAL PROBLEM

We all have been there. It’s so easy to just let our work consume us and set the pace for everything.  It’s often like a runaway train.  We just keep setting higher and higher goals for ourselves.  We experience fulfillment as we meet each goal and become more anxious to meet the next.  There’s no problem understanding how we can let ourselves be so goal oriented. After all, this is how we were able to obtain our degrees.  The problem is how we learn to change and set priorities that are reasonable.

NO MORE EXCUSES

We all need to have time to recharge ourselves and time for the other interests in our life.  These other interests are what can fulfill us, complete us and make us grow.  It’s so easy to say- I will stop this pace when …, and then fill in the blank.  We could fill in the blank with an endless supply of answers like: when I can take on a partner, when I pay off my debt, when I buy a new house, when I get that new equipment or any countless other reasons.   The list goes on and on.  We can all come up with many answers to the question of when we will make our personal time a priority. But, there comes a time when we need to stop making excuses and just do it.

We all have different excuses. There is no magic equation to give us the answer.  As near as I can tell, you just have to decide what is important to you and how you want to live your life.  There are so many arguments of why these changes are impossible, but I am here to tell you not only is it possible, but it is also achievable.  I’ve seen it done.   My partner in my private practice was a master at achieving this balance and setting limits for himself.  And even more impressive, he showed the wisdom of doing it from the start of his career.

IT CAN BE DONE

It was one of the things I admire most about him.  Once he left the office for the day, there was no more talk of work.  And I assure you he didn’t just pay lip service to this idea.  I saw him enforce this time and time again at meetings, social events and just in his daily life.  I admired him so much for taking this stand, and wish that I had learned how to do it more successfully myself.

Family was always a top priority for him and continues to be.  Travels and vacations weren’t put off.  He allocated time for his health and working out daily and still does.  Giving himself the pleasure of spending time on hobbies he loved and spending time with friends was considered important.  He didn’t miss all the special moments that happen in our lives. And he did all this while building a strong, solid practice and never sacrificing the quality of the care he offered his patients.  For this and many other traits, I admire and respect him. He showed me that it is possible to be in control of your life and find that balance. He continues to live a rich, full life in his retirement.

IT’S WORTH THE EFFORT

It takes some planning, some compromising and the strength to stand by our decisions.  But it can be done.  There is a lot of talk about doctor burnout and I can see why it happens.  No one can keep up the pace of pushing themselves more and more, year after year, without taking care of their own needs. Gradually, our values can get compromised and we can lose the aspects of practice that we loved.  We lose sight of the reason we went into optometry in the first place.

I encourage you to set some limits for yourself.  Define what is important to you because if you wait too long- it will be lost.  The sooner you establish your personal needs and desires, the happier you will be.

Remember the wise words of Virginia Woolf and find a way to have a successful practice and a full private life.  Use your sight to take in the world around you and not just what’s in your office. Use your hearing to listen to your patients, but also the voices of your family and friends.  Listen to the sounds of nature and music.  And realize that not every conversation has to center around your professional life.  Challenge yourself. Learn something new. Be creative.  Tackle all those entries on your bucket list. I know it’s trite, but live your life to the fullest!  And there’s no reason you can’t start right now.

We welcome your comments below. How do you delegate your time?  What has worked for you in setting priorities in your life?  What was the  a-ha moment that forced you had to take control of your life and make some tough decisions?  Share your thoughts in the comment section below.

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HOW AN AD HELPED OPTOMETRY AND OUR PATIENTS

Read time 3:04

This may not be breaking news, but there is still a valuable lesson to be learned.  In August 2016, I began to notice a new commercial related to eye care.  It was somewhat of a media blitz.  The subject- dry eyes.  The company –Shire Pharmaceutical.  As an optometrist, I realized the ad campaign was obviously in advance of their launch of Xiidra (lifitegrast) in the fall of 2016.

Aside from the anticipated potential of this new drug, the launch of this media campaign was a novel and inspired one.  It has been one we can all learn from.  Nowhere in their initial commercials or on their website was there any mention of their drug. The purpose of both the website and commercial was not selling the drug. Instead, they set out to educate the public about dry eye and its consequences.  We benefitted from this campaign, as do our patients, since it helped direct people with symptoms of dry eyes into our offices for diagnosis and treatment options.

The campaign featured Jennifer Aniston as a spokesperson which, in my opinion, is a definite plus.  She is popular with both men and women, though these commercials are obviously aimed at women. Directing it to woman makes sense since women suffer more from dry eyes than men. Women also schedule most of the appointments for family members and make decisions on health care and other purchases.

The website, https://www.myeyelove.com/, is consumer friendly.  I suggest you visit it and see what it says and the way information is presented.  Information is easy to understand.  The website is simple to navigate.  There are many videos that feature both optometrists and ophthalmologists. Both professions are depicted as capable and helpful.   The advice is common sense.  They encourage the viewer to seek out an eye care professional and have their symptoms evaluated.

Although I am not a fan of all the business to consumer (B2C) advertising done by pharmaceutical companies, I do like this ad campaign.  It does not set out to sell their product, but instead to educate the patient and consumer.  The company realizes that getting people into the doctor’s office will translate into more business for them.  But, a second benefit is that their company’s intent seems benevolent instead of opportunistic. They are not seen as just making a profit from a patient’s misfortune.

They could have just marketed it to doctors, or chosen to market it like other companies have.  But, they took the high road and took a novel and different approach.  Kudos to them.

With the official launch of Xiidra, the commercials run by Shire Pharmaceutical have changed and are more like ads we have seen in the past. They run ads for Xiidra as expected, but interestingly, also continue to run ads for My Eye Love. They have a separate website for the drug but also maintain the more information and education driven site for My Eye Love.   Both websites continues to be informative and easily navigated.  Links exist between the My Eye Love website to the Xiidra site, but it is up to the visitor to choose to use the link. It would have been an easy, and cost saving, decision for Shire to discontinue the My Eye Love ads and website when they got approval to market Xiidra.  Yet, they chose to keep both going.  Another reason to admire them.  I applaud their continued efforts on educating the public.

What can we learn and apply to our practices?  Educate your patients.  Provide quality care.  Make your marketing approaches aimed at what the patient wants and needs and not on what you think they should want and need.  Do not sell.  If all your social media activity and personal communication in the office are centered only on selling and promoting yourself, you will lose your credibility as a caring professional.   “Buy a new pair of glasses”, “Look at our new frames”, “Schedule a new exam” are ok in their place. Just don’t make it the only message you deliver.  In a study done by SproutSocial, 46% of social media users unfollow a brand because they have too many promotional messages.

Don’t miss the opportunity to educate your patients and make a more meaningful connection to them.  It is communication and connection that builds a practice and keeps patients loyal.  Make sure your patients leave your office as an enthusiastic ambassador for your practice.

How do you educate your patients on a daily basis in your offices?  How do you show your patients that your primary interest is in their health and well-being and not in what you can sell them?  Leave your comments and suggestions below.