Posted on the OSN SuperSite October 24, 2009
Refractive surgery candidates need to be seen as patients and customers
SAN FRANCISCO — As refractive surgery is a purely elective procedure, especially in a challenging economy, surgeons need to see and treat their surgery candidates as customers as well as patients to be successful, according to a speaker here.
During the opening keynote lecture here at Refractive Subspecialty Day prior to the American Academy of Ophthalmology meeting, Shareef Mahdavi said that in a challenging economy, practices need to recognize and remove impediments to elective procedures that exist
from treating surgery candidates as patients only.
"What people really want is to understand the value: Focus on customer needs beyond patient needs," he said.
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One barrier most surgeons don't recognize is having a regular waiting room. "What does 'waiting room' communicate? Does that motivate you? To most people it's a huge stop sign," he said.
Other negative cues to consider are things as simple as having old magazines and a dirty appearance in the reception area, employees with poor phone skills or who do not greet patients in a cheerful manner. All of these factors combine to drive potential elective surgery candidates away.
