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    The underlying, big hairy goal of eye care


    What motivates patients to return outbound ‘regular recall’ calls

    The big hairy goal of healthcare is building a relationship of trust that causes the patient to be open to following your good advice.

    My test subjects called me back because I have a relationship with them. They all thought I had read an article in an eye-health trade journal that caused me to think they were in danger of losing their vision and needed to call their eye doctors.

    Not wanting your patients to lose vision because of a progressive eye condition, injury, or eye disease is the big hairy underlying goal behind every patient reactivation tactical goal I outline.

    The relationship and trust you have with your patients means you have their best interests at heart. The conversation isn’t about using recall to achieve an 80/20 patient mix or patient volume in your clinic. The conversation is about eye health. It’s about preventing preventable blindness and the patient having crisp visual acuity in his or her most visually challenging situations.

    What does it look like when you accomplish this goal? Is it when 100% of your patients call you back and are willing to listen to why he or she should give up time to come to your office for an eye health examination? It will look like a busy office with happy employees because they know they are performing meaningful tasks.

    Are you all in? Is your staff all in? How do you know?

    Look at being all in as a scale from 1 to 10 with 1 being “I don’t want to do this,” and 10 being “Yes, I am all there. I am focused and willing to do what it takes.” Where is your new hire on this scale? What about the lead technician?

    This mental commitment is important because 10 is where the magic happens. It is where you begin to see happier patients, less stressed staff, and a by-product of increased profitability.

    Being all in begins with the owners and management staff. First day of work, all in begins with making it clear to new hires that while data entry must be accurate, listening and engaging with the patient is paramount. All in also means that this process of engagement doesn’t drag on and on. Studies find that intake times become shorter, not longer. I want your door-to-door wellness eye exam time to be no more than 90 minutes.

    Goals worth having aren't reached quickly

    Donna Suter
    Donna Suter is president of Suter Consulting Group.

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