In a world full of information, psychologists claim we are learning less. Technology today puts a wealth of information at our fingertips, yet we are not internalizing it. In Focus by Goleman, studies show that if people want to actually learn new things that can lead to positive life changes they must choose one or two things in which to go deeper. For example, reading a book requires a person to process at a much deeper level than skimming Facebook. Being aware of this is hugely important to the practicing optometrist. If you do not intentionally focus their thoughts on one or two conclusions from their exam, they will most likely lose all of what you discussed and end up walking away feeling indifferent. Doctors who intentionally change the behavior of patients will ultimately make the greatest impact in the lives of people, resulting in patient loyalty and practice growth. So how does an optometrist do this?
Prescribe – Patients come to you for your expertise in vision and eye health. They want to know what to do to help them see better or to heal their eye infection. Recommending a course of action is great for electricians, but not doctors. As a doctor, you prescribe. Go ahead and prescribe anti-glare lenses to relieve the fatigue that a patient complains of from a long day on the computer. Prescribe daily contact lenses if the patient periodically has itchy irritated eyes from seasonal allergies. Whatever you believe is the best solution to patient problems, you prescribe.- Pick one option to FOCUS on – In the last 2 minutes of your exam, pick one thing the patient would benefit from and let them know. If a patient has cataracts and the remainder of the exam is unremarkable then FOCUS on sunglasses. Tell the patient, “If there is one thing I want you to remember from the exam today is that you should always wear your sunglasses.” This seems trivial but it is hugely impactful to the patient. Or, instead of sunglasses, you could focus on anti-glare coating with blue light filter. Go deep in discussing why it is important to the patient.
- Pass it on – The handoff to your staff member at the end of the exam is always one of the most important aspects of a successful exam. You have the opportunity to direct the conversation between your staff member and the patient. Begin and end with the one thing you are FOCUSING on for that exam. “The most important finding today was that Mrs. Smith needs to wear sunglasses whenever she is outside, clouds or sun.”
FOCUS : an act of concentrating interest or activity on something
Many doctors do not want to feel like they are selling products in the exam room. By focusing on one thing you can control the one thought the patient will take from the exam room. Over half of an eye exam experience is based on communication between your office and the patient. Being a doctor that patients send their friends and family to requires more than great clinical diagnostic skills, it requires great communication. Your ability to communicate is a direct reflection of what the patient remembers from the exam.
