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BLOG: Secrets of successful refractive cataract surgery practices, part 2
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In the first part of this blog we focused on the first five secrets to success with refractive cataract surgery. Click here to see that blog.
And here are the last five “secrets” to success with refractive cataract surgery:
Secret No. 6: Offer more than one type of implant. I learned from John Potter, OD, who focuses his career on the psychology of unhappy patients, that patients love to hear their doctor offer two options for surgery but recommend just one. This indicates a level of personal interest and thoughtfulness coupled with professional judgment. The very same applies to choosing a lens implant for a patient. Among available choices, explain why you recommend one technology choice above all for your patient. Of course, this assumes you are comfortable using more than just one type of implant, which is essential for a successful refractive cataract practice.
Secret No. 7: Be clear and unapologetic about limitations. Uday Devgan taught me to explain to patients, “No matter how hard we try, I can’t make you 22 years old again.” Hearing this, along with a clear explanation about glare and halos for multifocal lenses, limited range for accommodating and extended depth of focus lenses, and so on, patients understand and will remember that they simply cannot expect perfect vision through imperfect eyes. Giving realistic expectations always involves talking about the downsides, so address these head on with your patients.
Secret No. 8: Be clear and unapologetic about extra costs. Many doctors hesitate to talk about dollar figures with patients. I believe it’s best for the surgeon to do so. This removes the unpleasant surprise of hearing it later, and it allows you to put it in the context of the overall cost of cataract surgery, most of which is covered by insurance, like anesthesia, facility fees and the surgical fee itself. Always let patients know that you’re happy to give them whatever surgical choice best suits them, but they should think of their choice as a lifelong decision because, as Steven Dell says, “Patients will look through the lens implant they choose every waking minute for the rest of their lives.”
Secret No. 9: Tell the patient what you would do for your sister, and mean it. A recommendation rooted in self-interest is very easy for patients to sniff out, so don’t do it. If you would not recommend a particular choice to a family member, don’t recommend it to a patient. If you would, then say so enthusiastically. Patients will appreciate your honesty.
Secret No. 10: Follow up and follow through. After surgery, the greatest danger is a patient who is marginally unhappy with surgery but has not mentioned it to the surgeon. Most patients’ problems can be solved with a YAG laser capsulotomy, an excimer laser enhancement or both. We use an automated follow-up care system called MDbackline that contacts every patient about a month after their second surgery to ensure their happiness with their surgical outcome. We get a 70% response rate, and 90% of respondents are thrilled. Interestingly, the unsatisfied 10% are always more candid with the computer system. Once we know of their dissatisfaction, we can invite them back to the office and address their issue, turning a potential naysayer of refractive cataract surgery into a promoter of our practice. What’s more, it’s the right thing to do.
Some surgeons embarking on refractive cataract surgery hesitate because they feel that offering self-pay, added services compromises their ethics. Quite to the contrary, refractive cataract surgery enhances quality of life for aging patients. We get lots of hugs and kisses for the amazing results we can give with these great technologies. And isn’t helping patients live a better life why we went into medicine in the first place?