Ophthalmology Business

DEC 2017

Ophthalmology Business is focused on business topics relevant to the entrepreneurial ophthalmologist. It offers editorial, opinion, and practical tips for physicians running an ophthalmic practice. It is a companion publication of EyeWorld.

Issue link: http://digital.ophthalmologybusiness.org/i/905929

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Page 1 of 27

As Gen X and Baby Boomers get older, they may experience changes in their near vision that lead them to research what's happening to their eyesight. With so much information available online, patients are able to learn about presbyopia, but may be less familiar with available treatment options. Patty Casebolt, Clinical Director, Medical Eye Center, and Markey Ratliff , Manager of Refractive Services at John-Kenyon American Eye Institute share tips to help your practice attract and convert more patients of these generations. Build a Relationship Patients Can Trust For patients who are near-sighted, they may be familiar with taking their glasses off and still being able to read up close. Even patients who want LASIK may not realize that their near vision can still get worse as they get older. Understanding how patients think about vision changes can help you better connect and form a relationship with them. TIP: "Anybody who is 40 or above, we're discussing presbyopia with them. Even if they're in their late 30s, we want them to understand this is going to happen regardless of whether they have LASIK," said Casebolt. By teaching patients about vision changes they can expect, you could help them see you as the expert and keep them coming back for your recommendation. This could even help their children feel comfortable coming to you for their vision care, helping you see more patients of all ages. An Educated Staff Equals Informed Patients Patients may see their parents and grandparents wearing readers, but may not understand it's due to presbyopia. That's why it's so important to include your entire team in educating patients about age-related vision changes and the treatment options available to help them see clearly without glasses. 1 Healthcare Consumers: The New Reality. Understanding the Generational Differences and How Marketing Tactics Can Engage Diverse Audiences, S+J Whitepaper, 2015. http://smithandjones.com/resources/whitepapers/ healthcare-consumers-new-reality/ This content is subject to change without notice and off ered for informational use only. You are urged to consult with your individual business, fi nancial, legal, tax and/or other advisors with respect to any information presented. CareCredit, Synchrony Financial and any of its affi liates (collectively, "Synchrony") make no representations or warranties regarding this content and accept no liability for any loss or harm arising from the use of the information provided. Your receipt constitutes your acceptance of these terms and conditions. This insert was independently produced by CareCredit. Ophthalmology Business had no part in its production. The views expressed here do not necessarily refl ect those of the editor, editorial board, or the publisher, and in no way imply endorsement by Ophthalmology Business. Aligning internal staff and physicians to deliver positive patient experiences is integral in attracting Gen X patients. 1 Baby Boomers are infl uenced by physicians, but research options, challenge assumptions and rely on conversations to make healthcare choices. 1 TIP: "We'll have an evening seminar where we cater in a meal and the doctor is there to present. The more educated we are with what we're off ering, the better we're able to explain it to our patients," Ratliff said. To help ensure your staff is prepared to discuss presbyopia with Gen X, Baby Boomers and other patients, provide opportunities for them to learn throughout the practice. Try incorporating one-on-one coaching after an appointment, sharing articles about customer service best practices, or hosting after-hours learning sessions into your routine. Financing Can Help Them Move Forward Cost may keep Gen X, Baby Boomers and other patients from getting the presbyopia treatment they want or need. Whether they choose monovision LASIK or refractive lens exchange, the CareCredit credit card can help them move forward with your recommendation. TIP: "We send a packet of information that includes a CareCredit brochure," Ratliff said. "They could print it online, but just receiving a package in the mail simplifi es the process." CareCredit also provides your practice with the support you need to help you reach your goals. "Our CareCredit Practice Development Manager comes in three or four times a year and shadows our staff , does presentations and reviews our stats from CareCredit reports," Casebolt said. As patients get older and experience changes in their vision, they look for providers they can trust to educate them about their eyesight and recommend the best treatment options for their lifestyle. By ensuring your staff can discuss presbyopia with Gen X and Baby Boomers and tell them about fi nancing options available to help pay for treatment, you could help more patients enjoy precise vision for years to come. To learn how to engage eff ectively with every age group, call the CareCredit Practice Development Team at 800-859-9975, option 1, then 6 to request Generational Insights Series Quick Guides. Engaging Gen X and Boomers about Presbyopia PART 2 Second in the Generational Insights Series. OPBUS2017RA ADVERTORIAL

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