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Recognize the diversity of your patient base
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As I write this column we still have no new president. Mind you, we went to the polls a week ago, but still no new president. Why? Because nobody – even the most astute political pundit – could have predicted it would be this close.
Of course, we all know what happens next. There will be vote recounts. Lawsuits. More recounts. Counter lawsuits. And while most of us don’t have a clue when and where this will all end, we do know one thing for certain. Our next president won’t have a mandate. Our next president will face the onerous task of uniting a deeply divided country (not to mention House and Senate). Our next president will not have an easy job.
While I’m not a political strategist by any stretch of the imagination, I am always reminded of one thing with each election: the diversity of our nation and its people. Consider health care, for instance. Both candidates support comprehensive and cost-effective health care for all of America and profess to put decision making back into the hands of the public. Sounds like a pretty safe – and universally acceptable — issue. However, the controversy lies in how each candidate proposes that the job be done. They propose two very different approaches, which, judging by the election results, appear to have equal support.
Simple goal, confusing path
To a certain extent, every patient care day is a little like an election. The issue is often quite simple: patients want to see clearly, comfortably and with minimal inconvenience. The controversy often lies in how to get there.
As primary eye care providers we share a passion for excellence in patient care. For us, each and every patient deserves the best therapeutic strategy, period. Unfortunately, not all of our patients share this passion for excellence. As difficult as it is to imagine, some patients just don’t perceive the need for premium eye care services and products.
Consider, for instance, the patient opting for plastic flat-top bifocals in lieu of a high-index, premium progressive lens with antireflective coating. Or consider the patient whose sole criteria for selecting a refractive surgery facility is cost. Or consider the patient who, despite your best efforts, remains noncompliant with his or her glaucoma medications.
Must we always agree?
Indeed, it’s sometimes difficult to understand a patient’s perspective on eye care. But, then again, maybe it’s not our place to always agree with patient decisions. It is, however, always our place and responsibility to inform and educate our patients, to be sure that before they ‘cast their vote’ they understand the ramifications of each choice.
As Dr. Jerry Legerton says: “You’ve got to appreciate the plurality of the marketplace.” This isn’t to imply we should compromise our standards in an effort to agree with every patient or be everything to everyone. It is to say we should recognize the diversity of our patient base and, when appropriate, respect patient decisions. The challenge lies in striking a balance – cultivating a patient population that shares your passion while attending to those who view things a little differently. Not an easy task. But remember, it could be more difficult. You could be our next president.