Courtesy is Contagious

By Robert A. Koetting, O.D., F.A.A.O.
SEPT. 1997

Suppose someone cuts you off on the freeway. Do you tend to react the same way toward someone getting up to speed a couple of miles farther down the road? But suppose some benevolent motorist waves you into the traffic flow. Aren't you likely to extend the same courtesy to the next guy?

Experts tell us that rude and indifferent sales clerks usually handle customers the way they themselves are treated. The same might apply to how your staff handles patients.

BE A ROLE MODEL

Simply put, you set the tone by doing the things you expect of others. Give full and serious attention to every detail. If you expect your employees to be punctual, make a habit of getting to the office on time. Do you want a neat, hygienic office? Keep your desk clear, and wash your hands between patients.

Show a genuine interest in people and your staff will do the same. If you are willing to stay a little later or miss your lunch to handle some unforeseen problem, they will understand. But say, "Tell her to come in tomorrow, I've got a two o'clock tee time," and no one will worry about your next emergency.

Know your patients. Call them by name and ask about their families. Keep notes on personal matters and show an interest by asking questions at future visits.

COMMUNICATE

Don't make people guess what you want. Your staff wants to know where you're coming from. What do you expect? What are your goals? An office manual is an important memory aid, but don't make staff find out by reading a book. Tell them yourself. Give your employees the attention and compassion they expect and deserve.

Include your staff in setting policy. Ask what they like or dislike when they visit some other doctor's office. General procedures, fees, collection policies, contact lens wearing schedules, parking, managed care plans, office hours and a hundred other things they might wish to know about another practice are probably taken for granted in your own. You'll learn a lot, and as you communicate with staff members, they'll improve how they communicate with your patients.

PLAN A FEW SURPRISES

We're all kids at heart. An unexpected treat puts extra fun in any job, so spring for an occasional pizza or deli tray. Take everyone to lunch on some snowy day or try a happy hour. Remember birthdays and don't wait for the holidays to have a party. Sending staff to professional exhibits and meetings can be appreciated more than a raise in salary.

Make your office a pleasant place to work. Keep the decor light and cheery if you want dispositions to be the same.

AVOID A FEW SURPRISES

There are a thousand Murphy's Laws and each one is based on some real life situation, so be prepared. Turn common sense into common practice by letting the entire staff develop your problem-solving plans.

How will they handle late patients, people left waiting in the reception room, requests for prescriptions for mail-order lenses, requests from managed care providers, requests for information about refractive surgery, nursing mothers or bad checks? Talk about these issues first. Patient confrontation is best avoided when everyone knows the right answers.

BUILD A TEAM

Have business cards printed for everyone (use your own laser printer if you wish). They provide a real ego boost and may even bring in a new patient or two. Hopefully, no one is still calling assistants "girls," but titles like Patient Service Assistant, Contact Lens Technician and Eyeware Stylist go a long way toward making your staff feel they are a part of your practice.

When someone feels in charge, even in a temporary way, they "own" the place for a while and everyone benefits from that attitude. Never spoil it by forgetting that the right to make a decision includes the right to make a mistake. CLS

Dr. Koetting is an internationally recognized author and lecturer. He has served as contact lens chairman of the AOA and was chairman of the Cornea & Contact Lens Section of the AAO.