Category: Communication

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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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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.