Podcast Summary: Power Hour Optometry – "Why Patient Experience Is the #1 Untapped Revenue Driver in Eye Care"

Podcast Information:

• Title: Power Hour Optometry
• Host/Author: The Power Practice
• Description: Join us for the latest ideas and innovations in the optometric industry.
• Episode: Why Patient Experience Is the #1 Untapped Revenue Driver in Eye Care
• Release Date: April 2, 2025

Introduction to Patient Experience as a Revenue Driver

In this episode of Power Hour Optometry, host Eugene Schatzman delves into the often-overlooked area of patient experience within eye care practices. Eugene introduces Sharif Madhavi, a renowned expert in patient experience, whose extensive background spans consulting, practice management, and authorship of the influential book Beyond Bedside Manner. The episode aims to uncover how enhancing patient experience can significantly boost practice revenue by bridging the gap between patient expectations and actual service delivery.

Understanding the Problem: The Experience Gap

Sharif Madhavi opens the conversation by highlighting a critical issue in healthcare: the substantial disconnect between what patients expect and what they actually experience during their visits. He states:

“[03:15] Sharif Madhavi: ...the gap between what's expected by the consumer and what's delivered by the provider is so large that people are often frustrated and disappointed in what it means to go see the doctor.”

This gap not only affects patient satisfaction but also has tangible financial repercussions for practices, manifested in lower conversion rates for premium services and high-end eyewear.

The Seven Deadly Sins of Patient Experience

Sharif introduces the concept of the “Seven Deadly Sins of Patient Experience,” which are subtle yet impactful factors that can drive patients away:

1. Phone Interactions:

   • Issue: Patients encounter unresponsive phone systems, leading to frustration.
   • Example: A patient calls and either gets put on hold indefinitely or lands on voicemail.
   • Quote:

     “[16:05] Sharif Madhavi: Or it rolls into voicemail, right. Or it rings incessantly because, oh, we're closed from 12 to 1.”

2. Terminology of the Waiting Area:

   • Issue: Calling the reception area a “waiting room” implies that the patient’s time is less valuable.
   • Solution: Rename the waiting room to something more welcoming like “lobby” or “reception area.”
   • Quote:

     “[16:05] Sharif Madhavi: What does that communicate? It communicates you're going to wait and you're less important than the doctor.”

3. Physical Barriers and Clutter:

   • Issue: Outdated or unattractive physical elements, such as sliding glass doors or cluttered spaces, create negative impressions.
   • Example: Torn signage or unnecessary plastic screens.
   • Quote:

     “[19:43] Sharif Madhavi: Everything communicates. Your signs communicate. If it's torn, if it's improperly hung and torn, yeah, that's going to communicate something you probably don't intend.”

4. Unengaged Staff:

   • Issue: Staff members who are preoccupied, such as being on the phone or not smiling, make patients feel undervalued.
   • Quote:

     “[20:12] Sharif Madhavi: They're on the phone and they're not smiling. Who's more important? The telephone's more important than the person in front of me.”

5. Lack of Eye Contact from Doctors:

   • Issue: Doctors failing to engage with patients through eye contact can leave patients feeling ignored and dissatisfied.
   • Quote:

     “[21:50] Sharif Madhavi: There's no correlation between the time you spend with the patient and how satisfied they are. It's how you spend the time.”

6. Background Noise:

   • Issue: Excessive or inappropriate background noise, such as staff chatter or loud music, can disrupt the patient’s experience.
   • Example: Patients overhearing staff laughing or unprofessional conversations.
   • Quote:

     “[22:19] Sharif Madhavi: I hear chatter outside. I hear staff members laughing... they might be talking about the date they had last night or where they went.”

7. Inadequate Follow-Up on Feedback:

   • Issue: Practices not actively seeking or addressing patient feedback miss opportunities to improve.
   • Solution: Implement regular, meaningful feedback mechanisms beyond basic surveys.

Differentiating Customer Service from Patient Experience

Sharif emphasizes the distinction between customer service and patient experience. While customer service involves the activities performed for the patient, patient experience encompasses the emotional and internal response of the patient to these activities. He references Maya Angelou’s wisdom:

“[08:00] Sharif Madhavi: ...people don't remember what you did. They don't remember what you said. They remember how you made them feel.”

Eugene adds to this by highlighting that exceptional customer service is more than just friendly staff—it requires a comprehensive approach to creating positive experiences at every touchpoint.

Creating Signature Moments

A key strategy discussed is the creation of “Signature Moments”, which are memorable interactions that significantly enhance the patient’s perception of the practice.

Examples Highlighted:

• Celebratory Rituals: Practices like Vance Thompson Vision give patients a challenge coin post-surgery, symbolizing their life-changing experience and fostering a sense of community.
• Personalized Celebrations: Sharif’s practice celebrates patients’ new eyewear with personalized moments, such as taking photos and creating memorable milestones.

“[40:41] Sharif Madhavi: ...a signature moment is something that happens along the patient's journey that just stands out in their mind where the patient goes, that was really neat.”

Effective Communication in Sales Conversations

The conversation shifts to how effective communication can drive patients to invest in premium services without feeling pressured. Sharif advocates for a patient-centric sales approach:

• Ask Open-Ended Questions: Understanding the patient’s needs by asking, “What’s the problem you’re trying to solve?”
• Listen Actively: Emphasizing the importance of listening twice as much as speaking to truly comprehend patient concerns.
• Value Addition: Helping sales representatives become trusted advisors by providing them with insights to enhance patient interactions.

“[61:16] Sharif Madhavi: Listen twice as much as you talk.”

Practical Implementation and Case Studies

Sharif shares practical examples from his own practice to illustrate successful patient experience enhancements:

1. Renaming the Waiting Room:

   • Transitioned from “waiting room” to “lobby” to foster a more welcoming environment.

2. Eliminating Clutter:

   • Removed unnecessary brochures and diplomas, replacing them with patient-centric displays celebrating successful procedures.
   • Quote:

     “[48:28] Sharif Madhavi: ...patients don't really care about our diplomas. What they care about is their problem being solved.”

3. Signature Moment Examples:

   • Challenge Coins: Symbolize transformation and build a community among patients.
   • Glass Hanging Ceremony: Patients record themselves hanging their new glasses, creating an Instagrammable moment that reinforces their positive experience.

4. Enhanced Sales Processes:

   • Focused on educating patients about the benefits of premium procedures in a personable and supportive manner.
   • Encouraged asking patients for referrals immediately after positive feedback to leverage their satisfaction.

Leveraging Feedback for Continuous Improvement

Sharif underscores the importance of actively seeking and acting upon patient feedback. He shares anecdotes where simple questions like “How’s it going?” led to meaningful improvements, such as introducing healthier snacks or optimizing staff workflows.

“[30:52] Sharif Madhavi: What can we do better? Just the fact that you ask that shows that you care.”

Conclusion: The Competitive Edge of Exceptional Patient Experience

The episode concludes with a strong affirmation that enhancing patient experience is a “blue ocean” strategy—offering a unique competitive advantage in a saturated market. Sharif and Eugene agree that practices prioritizing patient experience are better positioned to thrive amidst competition from big-box retailers and online providers.

“[47:49] Sharif Madhavi: ...if you're a private practice optometrist who takes this seriously and recognizes how they can add value in different ways, not just from the services that they provide, but the overall experience will do quite well, will actually survive and thrive.”

Final Thought: By meticulously addressing each aspect of patient interaction—from initial contact to post-visit follow-ups—eye care practices can transform patient experiences into powerful revenue drivers, fostering loyalty and differentiating themselves in a competitive landscape.

Notable Quotes with Timestamps:

• Sharif Madhavi: “[03:15] ...the gap between what's expected by the consumer and what's delivered by the provider is so large that people are often frustrated and disappointed in what it means to go see the doctor.”

• Sharif Madhavi: “[08:00] ...people don't remember what you did. They don't remember what you said. They remember how you made them feel.”

• Sharif Madhavi: “[16:05] Or it rolls into voicemail, right. Or it rings incessantly because, oh, we're closed from 12 to 1.”

• Sharif Madhavi: “[36:22] What can we do better? Just the fact that you ask that shows that you care.”

• Sharif Madhavi: “[61:16] Listen twice as much as you talk.”

Actionable Takeaways:

1. Conduct a Sensory Assessment: Regularly evaluate what patients see, hear, touch, and smell in your practice to identify areas for improvement.
2. Rename and Redesign Spaces: Replace impersonal terms like “waiting room” with more inviting nomenclature and ensure the physical environment is clean and welcoming.
3. Eliminate Clutter: Remove unnecessary items that may detract from the patient experience, such as excessive brochures or outdated signage.
4. Create Signature Moments: Develop memorable interactions that celebrate patient milestones, enhancing their emotional connection to your practice.
5. Enhance Communication Skills: Train your team to listen actively and engage patients in meaningful conversations to better understand and address their needs.
6. Leverage Feedback: Implement systems to regularly gather and act on patient feedback, demonstrating your commitment to continuous improvement.

By focusing on these strategies, eye care practices can significantly enhance patient satisfaction and loyalty, ultimately driving increased revenue and long-term success.