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Educate your patients about your practice’s services
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We recently took our dog to the veterinarian for his annual examination. Once the doctor completed the exam, he reminded us to pick up an annual supply of tick prevention and heartworm medicine on our way out. As responsible pet owners (we, especially the kids, love Yellow dog) we dutifully complied.
That evening, while watching the news, I saw a commercial for a pet medicine supplier. The advertisement repeatedly promised me greater savings and convenience than when purchasing our pet’s medicines through the veterinarian’s office. The process was simple: just call their toll-free number or visit their Web site.
Due to the commercial’s timeliness — and a bit of curiosity — I visited the Web site. The Web site was well designed, offered the products I needed and reiterated the great savings and convenience I was about to enjoy. However, as I looked closer, there was one thing missing: the savings. In fact, compared to what I had paid at my vet’s office, there were no savings at all. Zero. Zip. And what about convenience? I had picked up the medicines while at our dog’s appointment. What could be more convenient than that?
Truth in advertising?
My guess is that many of you have had similar experiences. The reality is that there isn’t always truth in advertising. Whether you’re shopping for pet medicines ... or ophthalmic services and products. As licensed health care providers, it’s our legal and ethical responsibility to provide patients with an accurate account of the services and products we provide. It’s also our responsibility to protect our patients’ interests. And this is why it’s so important to educate.
Yes, I know that patient education can be tedious and arduous. And, yes, there are times when it seems as though our efforts are in vain. But if we don’t help our patients make informed decisions, who will?
Tout your services
For instance, if we don’t let patients know that our practice’s contact lens replacement costs are as competitive as any other source and that we provide direct shipment, who will? If we don’t help our patients recognize quality in eye wear, how will they ever know what’s a good value? If our patients don’t understand the significant expertise and time associated with our refractive surgery care, how can we expect them to differentiate between providers? And, finally, who is better qualified to inform patients that all managed eye care plans do not offer the same benefits?
My point is simple. Our patients are, for the most part, wonderful, trusting individuals. To that extent, they are susceptible to the deluge of misinformation they receive daily. So be sure your patients understand just how valuable of a resource your office can be. With a better understanding of the issues, our patients — and practices — are sure to benefit.