Making Children Feel Welcome In Your Office

BY ROBERT A. KOETTING, O.D., F.A.A.O.
MAY 1997

Some of us may still have images of kids with their tiny noses pressed against the glass of a candy counter, but that glass is long gone, and the candy is displayed right there at the checkout waiting for those little consumers to grab it.

Children aren't just the sons and daughters of buyers any more. They've become the customers. And soon they'll be turn-of-the-century contact lens patients. Your staff should be getting ready for them.

KIDS HAVE CONSUMER CLOUT

Busy, career-minded mothers and fathers have fewer offspring. Their children have a lot more to spend and even more to say about what the family buys. Today, a record number of single parents have youngsters who clean house, shop, prepare meals and actually participate in the household decision-making.

Furthermore, because so many are born to parents later in life, they appear to be treasured more. Parents can afford it, so their attention includes letting kids join mom and dad in planning purchases or even in choosing a contact lens specialist.

"Ask mom to buy some for you," or "Tell your parents about . . . " This standard Saturday morning TV refrain represents far more than a pitch for a one-time sale. Although it will be many years before a seven-year-old is old enough to buy much of anything, or to select and pay his or her doctor, a definite pattern is being established.

EYE CARE ISN'T FRUIT LOOPS

Being perceived as a provider of satisfaction is relatively easy for someone who sells cereal, clothing or baseballs. It presents a real challenge, though, when it comes to a routine eye examination.

Don't let a young child leave your office without
a reward for good behavior.

Children aren't short adults. When speaking to them, your assistants must suggest and guide, but never pressure, always mindful that children's motives and attitudes haven't grown up yet. Adults may feel sad about death, frightened by creatures from outerspace and excited by the concept of springtime. Kids are different. They're curious about death, fascinated by creatures from outerspace and don't give a hoot about spring.

THE KIDS' KORNER

Here are some things that will make your office more attractive to your young patients.

• You'll help moms and dads save time and also let them know that the younger generation is welcome when your receptionist asks, "Do you want to bring the children along for an examination while we're setting this appointment?"
• Does your office have small chairs and a table or, better yet, a children's corner? Be sure it's clean and stocked with fresh crayons, drawing materials, toys, puzzles or electronic games to amuse children waiting to see you or spending time during a parent's exam.
• Make sure you have magazines for children and teens in the reception room.
• How about placing a TV in your reception room? Showing eyecare videos is also a good idea.
• Be certain that no one in the office talks down to young patients. See that everyone uses terms youngsters can understand and keeps conversation animated.
• Adapt your instruments to young patients. Paste cartoon characters here and there to add a touch of whimsy during what might otherwise be a frightening experience.
• Are your examination chairs comfortable for children? A small step-stool and a cushion will help make life a lot easier for short patients of any age.
• Keep a supply of eyecare pamphlets, coloring books and the like for kids to take home and learn more about their eyes.
• Don't let a young child leave your office without a reward for good behavior. Buttons, pins, stickers or sugarless candy help make it a pleasant experience.
• And be sure your receptionist hands out stickers or refrigerator magnets calling attention to the next visit date.

Caring for children and making them enjoy a visit to your office isn't just for today. Children are influencing parents now, and with your staff's continuing effort, those kids will become patients themselves someday. CLS

Dr. Koetting, an internationally recognized author and lecturer, has served as contact lens chairman of the AOA and has headed the Contact Lens Section of the AAO.