editor's perspective

Recommendations

A Recommended Practice

BY JOSEPH T. BARR, OD, MS, EDITOR
JUNE 1998

A recent study showed that most optometrists, who account for most of our readers, are trusted by their patients. And certainly trust levels are high for the ophthalmologists, opticians and technicians who are also our readers. In other words, people pay you for your contact lens services because they perceive value in your work.

A series of lectures I recently attended prompted this editorial. One lecture by practice management consultant Gary Gerber, O.D., poked fun at the idea of listing a menu of options for patients. Another lecture by a contact lens solution manufacturer suggested that contact lens care would be better if patients knew specifically what their practitioner recommended. A few other lectures by highly successful contact lens practitioners all had a common thread -- patients trust you and are paying you for your expertise, so make a strong suggestion about what is best for them based on good knowledge of the topic area.

We can provide you with that knowledge. Just make sure you always have back-up plans (the second item on the menu, if you will). And keep in mind, our attorney colleagues recommend always listing all the options, including contact lenses, spectacles, refractive surgery and even no treatment. This topic reminds me of a few of the best purchases I've made: my car with over 103,000 miles, a high quality pen and a great bottle of wine. In selecting each of these items, I paid people I trusted for advice, and they made specific recommendations based on what they believed was in my best interest. They didn't judge what they thought I could afford.

Whether it's daily disposables, disposables, planned replacement, RGPs, torics, bifocals or monovision, find out what your patients need. Tell them what you believe will best satisfy their needs and explain why your recommendations are appropriate for them. Taking this approach with lens care products is sure to improve compliance, especially when your staff reinforces your recommendations. Rarely will a physician say, "Well, I could prescribe this medicine X, or you could use medicine Y, and then there's always Z. The benefits and risks of X, Y and Z are such and such, so what do you think you'd like?" Would you have confidence in that doctor? Would you be likely to comply?

So make the recommendation. You'll feel better and so will your patients.