Influence Point Analysis

1. Influence Point Analysis Staff Meeting Presentation Series

2. Staff Meeting Goals • Create a standard office protocol for the major patient interactions to enhance patient satisfaction

3. “Influence Points” • Patients form impressions during every moment of interaction with the practice and vision center, which coalesce to create an overall evaluation • A series of “moments of truth”, or “influence points” occur before, during and after the visit • Effective management of the visual and verbal details of “influence points” creates high patient satisfaction and enhances office productivity • Disney, Ritz Carlton, Nordstrom and other great service companies are successful because they choreograph the small details of the service experience • Unmanaged influence points create confusion, diminish the professional image of the practice and lower patient satisfaction

4. Influence Points Reception Transition to Vision Center Appointment Making Pre-testing Exam

5. Influence Point Analysis Components + Verbal Visual • What does the patient see? • Décor • Cleanliness, orderliness • Equipment • Signage/displays • Staff appearance • Staff interactions • What does the patient hear? • Greeting • Instructions • Questions • Explanations • Recommendations • Thanks

6. Criteria For Evaluating Influence Point Visual And Verbal Stimuli • Does it convey that the patient is an “honored guest”? • Does it convey our goal to provide the best solution to the patient needs? • Does it convey our professional competence? • Does it optimize time use — both the patient’s and ours? • Is it memorable, unexpected and provide a “story” for patients to tell?

7. Appointment Making • Listen carefully to understand the caller ‘s name • Jot down the name • Ask caller to repeat their name, if necessary • Thank the caller and ask how you can help • “Thanks for calling Wal*Mart Optical. How can we help you today Mr./Mrs. ____? • Always refer to the caller by name • Make your voice smile — be warm, friendly and unrushed • Never put a caller on hold without their permission • “Would it be okay if I finished helping another patient for a moment, before I assist you?”

8. Appointment Making (Cont.) • Determine if the caller is new to the practice • “Have you visited our office before?” • Endorse the doctor’s professionalism to new patients • “Thanks for considering us to care for your eyes. Dr. Jones is an independent doctor of optometry who provides very thorough exams that can diagnose ocular conditions that may be present, but sometimes unnoticed by the patient.” • Thank existing patients for returning • “Thanks for trusting us to care for you eyes. Assuring your long-term ocular health and total satisfaction with your glasses or contact lenses are very important to us.”

9. Reception • Immediately welcome each patient as they arrive • Never leave patient unattended • Look the patient in the eye. SMILE. • “Welcome to Dr. Jones’ office. Let me check our schedule for your appointment time.” • “We’ll get started with the pre-testing right away.” • Request that the patient complete the medical history/lifestyle questionnaire • “Before we start the exam we would like for you to complete a brief profile questionnaire that provides your medical history and helps us understand your visual needs. That way we can be sure to recommend what’s best.”

10. Reception (Cont.) • Demonstrate your respect for the patient’s time • Tell patients what to expect • If a brief delay is expected: “Our technician is wrapping-up with another patient and will be with you in just a moment. Make yourself comfortable here.” • If a longer delay is expected: “We’re running a little behind today because of an emergency change to the schedule. If it would be a better use of your time, you could browse in the store for about 15 minutes, while our technician is wrapping- up with another patient.”

11. Reception (Cont.) • Ask about any vision problems the patient is encountering and about any product interests they have • “Has your vision changed since your last visit or are you having any problems with your glasses or contacts?” • “Do you have any questions about products you may be interested in trying?” • Highlight patient comments on medical history/lifestyle questionnaire • Explain the fee to be charged • For walk-in patients • “Let’s look at our schedule and see how we can fit you in as soon as possible.” • If delay of 15 minutes or more expected: • “It looks like (time) is the first chance we have to get you started. Would you like to shop in the store until then, or could we schedule a convenient time for you later today? What works best for you?”

12. Pre-testing • Avoid leaving patients unattended • Clean equipment faceplates and chin rests between exams in front of the patient • Smile and greet the patient by name • “Thanks for coming. I’m (name and title) and I will be conducting the preliminary testing today that will tell us about your vision and eye health.” • Make a personal reference to the patient’s life or family, if possible • Explain the purpose of each test in layman’s language (see appendix for suggested scripts)

13. Pre-testing (Cont.) • Endorse the doctor’s expertise • “Doctor Jones will review these test findings carefully to be sure your eyes are healthy and will tell you if anything out of the ordinary was observed.” • Ask if the patient has questions • “Is there anything you want to ask the doctor about today?” • Escort the patient to the exam room and introduce to the doctor • Thank the patient • Relate any questions or interests expressed by the patient

14. Transition to Vision Center • Reiterate the doctor’s product recommendation to the dispenser in presence of the patient • If no dispenser immediately available… • “It looks like the staff is busy assisting other patients right now. I’ll check to see when someone will be available to you and introduce them to you.” • Introduce the dispenser who will assist the patient • “This is Linda Jones, the optical technician, who will assist you in just a few moments.”

15. Appendix • Pupilometer: “This test measures the distance between your pupils. This is a very important measurement, if you need to get eyeglasses.” • Color plates: “This will check your color vision. We certainly do not want you mixing up your red socks with your green socks in the morning!” • Stereopsis: “This test gives us an indication as to how good your depth perception is — your ability to judge how far away from you something is.”

16. Appendix (Cont.) • Auto-refractor: “This is a computerized measurement of your eyes that gives the doctor a rough approximation of your prescription. It also measures the curvature of your eyes, which is very important if you are considering contact lenses.” • Non-contact tonometer (NCT):“This is a painless way to measure your eye pressure. Eye pressure is one indicator of glaucoma, which is the second leading cause of blindness in our country.”

17. Appendix (Cont.) • Lensometer: “This will measure your old prescription. When the doctor completes the exam he can then determine how much, if any, change there has been.” • Visual Fields: “This checks your peripheral vision which is especially important when driving.”