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Ensure truthful advertising in your practice
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![Michael D. DePaolis, OD, FAAO [photo]](/~/media/shared-images/michael-d-depaolis-od-faao.jpg)
We’ve all heard the fabled tale. A retail establishment discreetly displays “widgets” at $1 each, but nobody buys them. The widgets are then prominently showcased with signage proclaiming: “On Sale – 3 for $5!” And they’re gone in a flash. Go figure.
In an age of ever escalating competition, companies spend billions of dollars on marketing and advertising to hone and deliver their message. And the American public buys it. To a certain degree, it’s a shame. We’ve become so inundated with claims of being the “best,” “fastest,” “most service oriented” and “cheapest,” that it’s difficult for consumers to separate hype from reality. Sadly, there isn’t always truth in advertising.
More accountability in health care?
We’d like to think health care is different, with all professionals aspiring to a higher level of ethics and accountability. While this is generally true, there are certainly exceptions.
As eye care involves “merchandise” – spectacles and contact lenses – an inherent potential for confusion and misrepresentation exists. For patients, it’s just not the same as purchasing an automobile, home appliance or computer. Rather, objectively evaluating and comparing eye wear can be both confusing and daunting for them. It is precisely for this reason we play such a critical role.
As primary eye care responsibilities expand, we have increasing time constraints. We find ourselves spending more time discussing pathology, therapeutic regimens and preventive medicine with our patients. This leaves less time to discuss the more mundane things, such as eye wear options.
Explain choices to patients
However, more than ever, it is imperative we make time to address these issues. That we explain why we’re selecting a certain type of contact lens, how lenses can be direct shipped to their home and the fact that replacement lenses do not cost twice as much when purchased through our practices.
It’s equally important that we explain why a particular spectacle lens is most appropriate, the fact that all eyeglass frames are not equal in quality and how to maximize patient value for their eyeglass dollar. Making specific clinical recommendations and assisting with insurance issues can only benefit our patients in making a more informed choice.
For sure, there are those who’ll say this approach is self-serving. That it’s an attempt to internally “market,” enhance patient retention and improve a practice’s bottom line. Actually, I see it quite differently. I see it as an opportunity to educate patients so they can make well informed and intelligent eye wear choices. I also see it as an opportunity to ensure truth in advertising.