Leveraging Patient Opinions

leverageIn an era of squeezed margins, increasing product complexity and heightened competition, eyecare patient/customer expectations are higher than ever.  It’s more than product or price.  They want better service, when they want it, and how they want. So, understanding what your patients experience means everything.

And while the need to understand patients is more important than ever, our ability has been diminished. If they rush out to Facebook or Google or Yelp you can only hope you did good enough.

You’d rather be the first to hear about their experience – good or bad, and know what the opinion forming moments were for them, and how you measured up. The secret to delighting patients lies in exceeding their expectations. Proactively asking the right questions, effectively analyzing the answers, and using the results for positive changes creates a feedback loop that transcends social media – it’s leveraging customer opinions to maximize their experience and your bottom line.


Measuring Vision Plan Quality Outcomes – Webinar

Tune in to NAVCP Webinar on Tuesday, November 19th, 1:00 PM EST when Ronald Krefman, OD, FAAO, founder and CEO of focalCenter discusses Measuring Vision Plan Quality
Outcomes
.

Its NO-COST and NO-HASSLE – just click here to pre-register and log in the day of for can’t-miss insider insight.


The Importance of Vision Plans

Plan Importance Graphic

In my just released Managed Vision Care Patient Experience Study produced jointly by Jobson Optical Research and focalCenter, I report that patients view vision care plans as slightly more important than dental plan but lagging behind their medical plan.  Read more about this in the VisionMonday newsletter dba


New Research Report Illustrates ‘Managed Vision Care Patient Experience’

NEW YORK—What are the key drivers of  the consumer’s experience with his or her vision plan? How did their vision plan customer service satisfaction measure up? A new report, just released by focalCenter and Jobson Optical Research studies those issues, and explores the entire vision plan experience in depth.  Read more in Vision Monday or go to the Jobson Optical Research site


What will your patients say about their eyecare experience?

Are you delivering a consistent and high quality experience? For every patient? You might think so, but did your patients perceive it that way? Dropping the ball on even a small detail by you or your staff can create the perception of mediocre or inferior service – eroding patient satisfaction and destroying loyalty.[i] In fact, for every mis-step your patients encounter it will take you 12 positive experiences to overcome the lingering negative memory.

Measure to Manage

Its more than just by asking about patient satisfaction. Patients tend to rate their satisfaction high, but many will have complaints about specific aspects of care.

Touchpoints of eyecare.

By tracing the touchpoints between you and your patients you’ll gain an understanding of what they experience, what you do well and what needs improvement.  Each touchpoint can sour the relationship or create a memorable experience: drive patients closer – or drive them away.

Its best to get bad experiences over with early – including discomfort and long waits. This avoids dread and prevents these experiences from dominating the patient’s memory of the entire encounter. Its also been found that segmenting   pleasure, while combining pain is a good  formula. Breaking the pleasant experiences into multiple stages (times spent with the doctor, or perhaps frame selection); while blending the unpleasant ones into a single stage (e.g., tonometry

and BIO exam).

You build commitment through choice – people feel happier and more comfortable when they believe they have some control over an uncomfortable process (e.g., calling for break BIO during an exam).  As last impressions stay in memories, the ideal experience ends on a positive note.

eyecareScore™ is an evidence based tool for measuring and benchmarking

the patient centeredness of the eyecare experience. For more information contact focalCenter.com.

References


[i] Why Satisfied Customers Defect,  Jones, Sasser, Harvard Business Review 2001

[ii] Chase and Dasu. Want to Perfect Your Company’s Service? Use Behavioral Science, Harvard Business Review, 2001